Presentation on monitoring the web, including synthetic, UEUM, web analytics, interaction analysis. Given at www.meshconference.com/meshu on May 20, 2008
13. New idea Execution Money left? End Feedback Success? New idea Execution Money left? Feedback Success? End Feedback Success? End Feedback Success? End
26. Our eyes… Browser Data center Synthetic tester Analytics receiver Proxy Survey site Client-side interpreter Server Passive capture
27. The four big questions What did they do? Could they do it? Why did they do it? How did they do it?
28. The four big questions Web analytics What did they do? Could they do it? Why did they do it? How did they do it?
29. What matters in analytics Where did they come from? What attracts them best? Did they do what we wanted? Where did they drop out? What appealed most? Where did we send them? Acquisition Usage Referral
43. Page views, visits, visitors Top ten lists Demographics Technographics Top entry/exit pages Performance Capacity Security Path analysis Funnel reports A/B testing KPIs Dashboards Merchandising Segmentation SEO Campaign optimization Personas KPI alerts Multichannel aggregation Cost-shifting analysis Lifetime value Personalization Analytics-based content serving Process analysis Multichannel sales reporting Activity-based costing Balanced scorecards Strategic planning Predictive analytics Integrated user experience Adapted from Stephane Hamel and Bill Gassman IT-driven, “feel good” information, few decisions Business driven, working on metrics, accuracy and process Optimize the channel 330° view of customer (30° privacy) Strategic web business Level 1: Table stakes Level 2 : Fix the site Level 3 : Improve traffic Level 4: Complete view Level 5: MBA
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45. The four big questions Web analytics User Experience Management What did they do? Could they do it? Why did they do it? How did they do it?
46. What matters in UEM? Could they get to the site? From everywhere? What regions were worst? What was their experience like? Did the app break? Was it fast enough? What things were slowest? Reachability Reliability Latency
47. The trivial web transaction Data center Browser TCP SYN (“let’s talk”) TCP SYN ACK (“Agreed: let’s talk”) TCP ACK (“OK, we’re talking) HTTP 200 OK (“Sure!”) TCP FIN (“Thanks! I’m done now.”) [index.html] (“Here it is!”) TCP FIN ACK (“You’re welcome. Have a nice day.”) HTTP GET / (“Can I have your home page?”) Server SSL (“Someone might be listening!”) SSL (“Here’s a decoder ring”) [img js css] (“Have this too!”) Bump, bump. (Renders furiously) (Thinks a bit)
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49. Synthetic testing of key functions from around the Internet User monitoring of every transaction 2 complementary technologies Was it working ? Was it broken ?
50. Synthetic testing Synthetic testing of key functions from around the Internet User monitoring of every transaction Was it working ? Was it broken ?
51. Data center Browser Synthetic tester Synthetic tester … Server Synthetic tester
62. User experience monitoring Synthetic testing of key functions from around the Internet User monitoring of every transaction Was it working? Was it broken?
72. The four big questions Web analytics Voice of the Customer User Experience Management What did they do? Could they do it? Why did they do it? How did they do it?
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74. What matters in VoC? Why did they visit? Did they accomplish it? Why or why not? Motivation Success Reasons
75. Data center Browser Client-side interpreter Server Random selection Survey site
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79. The four big questions Web analytics Voice of the Customer User Experience Management Web Interaction Analytics What did they do? Could they do it? Why did they do it? How did they do it?
80. What matters in WIA? Where did they go? How did they use the pages? What did they do wrong? Navigation Interaction Usability
81. Data center Browser Operator display The stage Mouse/key capture Server Analytics receiver
120. 80 th percentile only spikes once for a legitimate slow-down (20% of users affected) Average varies wildly, making it hard to threshold properly or see a real slow-down. Setting a useful threshold on percentiles gives less false positives and more real alerts
124. How realtime web protocols work Data center Browser … HTTP 200 OK (“Sure!”) Here’s a channel to send me updates CSCO: $21 Subscribe to CSCO COMET server API in framework CSCO: $23 HTTP 200 OK (“Added!”) Subscribe to GOOG CSCO: $23 GOOG: $450 HTTP 200 OK (“Removed!”) Remove CSCO Got it