Blog#2

Log-file analysis and Page tagging

These are two main technology approaches used today to collect web analytics data. Log-file analysis software reads the records, called log-files on the web server, which records all clicks that take place on the server. The software interprets data about clicks to determine whether a click on a link led to an action say submitting a form on a website.

Page tagging on the other hand sends information to a third-party server where statistics can be generated. The browser executes code that communicates with the tracking software creating page tags. Page tagging helps to track behaviors of visitors, where they are coming from, which sites do they visit, etc.

Web analytics is crucial in understanding web users, their habits and it helps engine searches to customize searches to a particular visitor and track their actions after each click thereby enhancing the use of digital marketing.

One possible shortfall with page tagging is that firewalls can restrict tags. Log filling faces a problem with proxy/ caching inaccuracies, if a page is cache, no record is logged on your web server. So both tracking systems face some challenges in their accuracy.

A/B Split testing

This is another form of analyzing data. It measures one variable at a time to determine its effect on an outcome. For example, using two email subject lines for the same email to see which one produces a better outcome. This is another useful test especially in the google Adword campaigns. Data is always useless it can be tested. Here one is able to maximize the full potential of an advertisement campaign something which cannot be done say using a billboard campaign.

A/B split testing can be tedious because you have to test one variable at a time and if you have numerous campaigns to run this can be time consuming and expensive.

This session has exposed me to more detail about the use of Adwords in digital marketing and all the different tactics used in web analytics.

I am learning that this is no simple feat and that a lot of work is put into what I have always taken for granted while using search engines. I am hoping to grasp all these tools and hopefully employ them in our marketing campaign.

http://www.emarketingandcommerce.com/article/advantages-and-disadvantages-ab-split-testing-landing-pages/1#

http://marianina.com/blog/2007/11/21/advantages-and-disadvantages-of-page-tagging-and-log-files-for-web-analysts/