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分析网站和互联网流量

分析Web流量“title=Website analysis is now a specialist task, with increasing levels of statistical and algorithmic sophistication for tracing, tracking and modelling customer journeys often using dedicated external providers. With web-apps large amounts of data can be gathered, although consent and understanding GDPR or other privacy regimes is essential.

在开发市场情报系统中,了解在万博手机版地点以及如何以及如何将网站分析整合到其他市场信息数据中,以开发市场实验并评估营销效果。

WEB-Traffic基础知识 - 访客日志

Each web-site is held (hosted) on a computer called a web-server that responds to the requests for pages from the visitors to the website. The web-server is normally in a data centre and may be part of a larger cluster of servers, or part of a giant cloud-based computing service such as AWS or Azure.

当每个访问者在网站上移动时,Web服务器记录询问何种日志文件 - 不仅仅是HTML页面本身,而且还请求映像,脚本和构成页面的其他内容。下面是日志文件中一些内容类型的示例。

在这里的第一行您可以在9月6日在20:24查看该网站的计算机(216.72.94.70)的IP地址。他们看着分割页面,并使用Netscape(Mozilla)从市场研究信息论坛中浏览到网站。万博官网manbet登录

The remaining lines are the graphics images supporting the page. In total the logfile shows this took 10 seconds for them to download. And if, they had gone to another page the log-file would have been able to see how long they spent on this particular page before they switched somewhere else. Consequently, just with a log file, the business can see who visited, when and what they looked for and for how long.

You can translate the IP address to a named organisation via the成熟欧洲电脑数据库,ARIN在美国或APNIC.对于亚太地区(如果您无法在其中一个网站上找到它,请尝试另一个)或通过分组的服务whois.com.要么domaikools.com.。IP 216.72.94.70是指一家名为全球的公司。

请注意,但不能以这种方式识别直接个人。但是,如果您销售业务到业务,则可能足以确定来自组织的某人访问该网站。对于B2B邮件,将2和2放在一起以识别可能的访客,有些公司将其作为领先跟踪服务。

The IP address can be combined with other information services to obtain an approximately location of the user. Combined with usage data, this may be sufficient to identify an individual, and is then considered personal information subject to privacy laws a need for consent to collect in Europe.

216.72.94.70 - - [06/Sep/2000:20:24:03 +0100] "GET /segmentation.htm HTTP/1.0" 200 7557 "http://www.marketresearchinfo.com/forum/index.cfm/fuseaction/thread/CFB/1/Tid/1150/DoOnePage/Yes.cfm" "Mozilla/4.7 [en] (Win95; I)"
216.72.94.70 - - [06 / SEP / 2000:20:24:05 +0100]“get / _themes/water/wate1011.css http / 1.0”200 14026“ - ”“Mozilla / 4.7 [en](Win95; I)“
216.72.94.70 - - [06 / SEP / 2000:20:24:12 +0100]“get / compass3.gif http / 1.0”200 10401“/segmentation.htm”“Mozilla / 4.7 [en](Win95; i)“
216.72.94.70 - - [06/Sep/2000:20:24:12 +0100] "GET /_borders/_derived/left.htm_txt_Water_side.gif HTTP/1.0" 200 10874 "/segmentation.htm" "Mozilla/4.7 [en] (Win95; I)"
216.72.94.70 - - [06 / SEP / 2000:20:24:12 +0100]“get /logo.gif http / 1.0”200 1387“/ segonation.htm”“Mozilla / 4.7 [en](Win95; i)“
216.72.94.70 - - [06/Sep/2000:20:24:13 +0100] "GET /images/Water_rule.gif HTTP/1.0" 200 1747 "/segmentation.htm" "Mozilla/4.7 [en] (Win95; I)"

Cookies and trackers

更复杂的客户追踪客户可以跟踪网站的访问者,并查看它们是否返回,您可以在任何时候使用“cookie”在网站上注销不同的客户。将Cookie与所需的用户注册或预先发送的ID字段组合,意味着可以跟踪特定的个人旅程。时事通讯跟踪使用带有个人标识符的图像跟踪谁查看谁查看了电子邮件,然后在单击链接后跟踪旅程的cookie。(隐私关闭电子邮件将自动关闭图像)。

第三方cookie服务允许在网站上跟踪。这些形式的跟踪可用于再营销,其中游客使用亚马逊等服务随后导致其他网站上的广告。Facebook Cookie可用于跟踪包含“喜欢”链接的网站的Facebook用户。类似地,Google Analytics有可能跨网站跟踪。同样,一系列广告支持公司和第三方提供了一系列跟踪服务,具有支持分析,用于测量现场内容的性能和有效性。

请注意,对隐私的担忧,意味着需要同意,特别是在欧洲,并且许多更复杂的用户通过浏览器和广告员关闭第三方跟踪器。

应用程序和数据

使用手机应用程序和网络应用程序,业务比访问的页面更多的数据更多。应用程序本身的使用收集并将数据作为服务的一部分收集和存储数据。例如,游戏将捕获花时间使用的时间,与其他玩家,实现的水平等待,所有这些都对游戏本身的社会性至关重要。通过许可,该应用还可以收集有关用户位置,图像,音频和其他基于电话数据的信息。这允许Facebook这样的公司使用人员识别来建议照片中的标签,但也可以用于针对特定群体或个人的目标,或者将个人与基于喜欢或评论的偏好联系起来。


网站分析

分析网站开始智慧的基本形式h the simple, how many people visited each page. We then look in more detail - where did they land? So which page did they get to first? And what were the referring sites or links that brought the visitor to the page - was it advertising, a particular keyword, social network links or another type of connection.

We can then follow their journey through the site - where did visitor go next? For specialist landing pages where the page is deliberately focused on channelling traffic to a purchase or a sign up, we would follow up the conversion process for each step in the process. How many customers made it all the way through? And where were visitors lost? Playing with different forms of landing page or process can greatly increase the end conversion rate.

The customer journey then has several metrics - number of pages looked at (or if just the first page, the bounce rate - how many people left after the first page?) - the time spent on site and, where customers come back, the return rate. For each type of referral it is possible then to look at the points in the journey with a view to improving the experience or better channelling behaviour towards a sale or sign-up activity (not that everyone wants to do this - we deliberately do not track on this site).

类似地,有用的数据,如使用的浏览器类型(例如,移动或基于Web的),国家/地区和IP地址可能的位置。如果您在丹佛运行有针对性的广告系列,那么您希望在广告系列中从丹佛中获得更多的命中。

The landing and visitor rate can also be tracked over time and day for changes in volume. These changes may be driven by factors off the website including changes to competitor sites, or changes to search engine algorithms and so help show which pages need to be reviewed and updated.

For those selling B2B with lead generation activities, one measurement is the ability to track IP address against company. Many larger companies run their own servers and so visitors from those companies can be found in the records. This isn't foolproof as small businesses and consumers usually connect via an ISP and so cannot be identified.

使用网站上的Google Analytics和Facebook链接,您还可以获得有关您的访问者也访问的网站的信息以及有关访客人口统计背景的更多信息。然后,这些使内容能够调整到不同的受众。

To improve website conversions and impact, A/B testing is a common approach. For instance, does landing page A produce more conversions than landing page B. A/B testing can be applied throughout the customer journey but requires technical set up so as to serve the right page to the right customer and to track the delivery or experiment (particularly if you use a richer experimental design). Incremental changes to pages can then increase overall effectiveness of the website and conversion.

The richness of app-based data and the volume of information obtainable makes hand-based analysis techniques redundant. Increasing high volume web-based data has to be handled automatically, often using machine learning or artificial intelligence using data science tools.

数据本身是行为,越来越多的公司希望将此行为数据与客户直接反馈混合。研究面板提供商拥有愿意跟踪的客户,然后随后跟进调查问题,允许为什么要与那些相结合的原因。

Web Analytics是一个专业领域,但是,它确实需要建立在广泛的市场情报计划中,为市场实验和衡量营销效果的整体画面。万博手机版

有关在混合营销框架中使用Web Analytics的帮助和建议,请联系info@dobney.com.


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