1. Web Site Statistics A Metric for Measuring Engagement

2. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com Goal: Consistency in Terms of... Who - What - Where - When - Who is looking at sites? What are they looking at? Where did they come from? When did they come?

3. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com Useful Information That is... The Outcome Timely Accurate Reliable

4. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com Agenda Web site statistics The log file The analysis process The results Goals

5. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com Definition of Statistics The science that deals with the collection, classification, analysis and interpretation of numerical facts or data, and that, by use of mathematical theories of probability, imposes order and regularity on aggregates of more or less disparate elements.

6. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com Definition of Statistics The science that deals with the collection, classification, analysis and interpretation of numerical facts or data, and that, by use of mathematical theories of probability, imposes order and regularity on aggregates of more or less disparate elements.

7. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com This implies Precision Accuracy Empirical Reliability

8. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com First Issue Hit Request Page View Impression Transfer Ad View Exposure User Unique User Unique Visitor Identified User Visit Ad Click Click-Through Rate Lack of industry standards in terminology

9. Definitions Handout

10. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com Second Issue Amount of raw data Huge daily log files Impediment to effective research (Shorenstein Conference Note)

11. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com Third Issue Browser Caching Proxy servers

12. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com Fourth Issue Must use software tools to manage and analyze data Lack of standards in terminology Lack of standards in algorithms

13. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com But there’s hope... Organizations like the IAB are forging terminology and measurement standards Software tools are entering third/fourth generation releases with better algorithms, performance and reliability

14. The Log File

15. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com Log Files ASCII Text files Created on the Web Server Record all communications with the web server Are in a format that is web server specific

16. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com Log File Types Transfer or Access Log –Records all requests Error Log –Records all errors Referrer Log –Records the URL from which a request was made

17. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com Log File Types Agent Log –Records the name and version number of the user agent (browser), and operating system Extended or Combined Log –Consolidates all logs into one Current version of MS IIS combines all sites on server into single log

18. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com Elements of a web page HTML or ASP –Content GIF or JPEG –Images EXE or Class –Executable programs, e.g. AdServer or Policy Wire

19. The Analysis Process

20. William R. (“Sam”) Sneed III -- Policy.com -- sam@a2s2.com The Steps to Analysis FTP Import into database –Lookup HTML titles –Resolve IP addresses –WHOIS lookup Run reports

21. Questions...