1. Outline
• Introduction
Competitive Intelligence • general terms use in web analytics
Analysis • Competitive traffic report and tools use
• search engine report
By Pallav Laskar • Future work
Introduction General terms use
• Principal of Occam Razor quot;plurality should not • Conversion Ratios
be posited without necessityquot; • Hits
• What is web‐analytics? • Bounce rate
Web analytics is the objective • Unique Authenticated Visitors
tracking,collection,measurement,reporting • Unique Browsers
and analysis of quantitive Internet data to
optimize websites and web marketing • Impression
initiatives.
Defining A “Great Web Metrics” Analytics tool data
• Uncomplex? Single page view visits.Easy to
understand,explain and propagate
• Relevant?It defines where you are wasting marketing/ sales
dollars and which pages stink when it comes to delivering
on the “scent”.Those two things apply to most business
• Timely?Bounce rate is now standard in pretty much every
web analytics tool,and available in every report.
• Instantly useful?You can just look at it and know what
needs attention,what needs to stop.You see 25‐30% for
your site and instantly you know things are fine.You look at
a page with 50% bounce rate and you know it needs
attention.

2. Competitive Intelligence
• Why we need competitive intelligence
analysis?Why important?
• Different options available for data collection
and analysis Panel‐based
measurement(ex.comscore),ISP‐based
measurement(Hitwise),Search engine data What you see in the
above graph ?
What it tells?
Search Engine Report
• Share of search and keywords
• Search Keyword funnels and keywords
forecast
•What does it • keyword expansion tool
shows? • Demographic and psychographic reports
•Why this data is
important from the
previous data ?
•Importance of
also visited graph
Share of Search Report Search funnel report
• The chart illustrates that • The search funnel
quot;pepsiquot; was searched for • report helps us
about twice as much as • understand customer
quot;cokequot; last week and has intent by reporting
been consistently more
searched for over the past • what people search for
year before they search for
the top
• key phrases and what
they look for after

3. Keyword or Phrase Forecast Key Expansion Tool
Demographic Prediction How to determine which tools to use ?
• This data can be use • HitWise is more suited as a marketing
to optimize the tool:Acquiring new customers,benchmarking
website experiences performance,measuring search campaign
or to validate that the effectiveness and what competitors are doing.
traffic acquisition • ComScore is more suited for decision making
strategies are in advertising:how many people go to each
site each month for their panel,and from
working as they were
which site to which site and deeper site
intended behavior(conversion)
Future Work References
• Fenton, N.E.; Pfleeger, S.L., 1997, “Software Metrics: a Rigorous and Practical Approach”, 2
• designing and building a cataloguing tool Ed., PWS Publishing Company.
which basically will provide a Web‐based • ISO/IEC 14598‐5:1998 International Standard, “Information technology ‐‐ Software product
evaluation ‐‐ Part 5: Process for evaluators”.
collaborative mechanism for discussing, • ISO/IEC 9126‐1: 2001 International Standard, “Software Engineering ‐ Product Quality ‐ Part
1: Quality Model”
agreeing, and adding approved metrics to the • Mendes, E.; Mosley, N.; Counsell, S.; 2001, “Web Metric –Estimating Design and Authoring
Effort”, IEEE Multimedia, V. 8, Nº 1, pp. 50‐57.
repository on the one hand, and a Web‐based • Murugesan, S.; Deshpande, Y.; Hansen, S.; Ginige, A., 2001, “Web Engineering: A New
Discipline for Development of Web‐based Systems”, LNCS 2016 of Springer‐Verlag, Web
robust query functionality for consultation Engineering: Managing University and Complexity of Web Application Development., San
Murugesan, Yogesh Deshpande Eds., pp. 3‐13.
and reuse, on the other. • Nielsen, J.; 2000, Designing Web Usability: The Practice of Simplicity, New Riders Publishing
• Nielsen J, 1996‐2001, The Alertbox, Available online at: http://www.useit.com/alertbox/
• Olsina, L.; Lafuente, G.J.; Godoy, D; Rossi, G.; 1999, “Assessing the Quality of Academic
Websites: a Case Study”, In: New Review of Hypermedia and Multimedia (NRHM) Journal,
Taylor Graham Publishers, UK, Vol. 5, pp. 81‐103.