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NONE: ONLINE-ADS>> Re: analyzing web traffic
ONLINE-ADS>> Re: analyzing web traffic
Brady Chatfield (bchatfie_at_pcshs.com)
Tue, 15 Oct 96 10:09:28 -0700
>$500 desktop software
>(Net.Analysis) that analyzes web logs. I would imagine that everyone here
>would benefit from hearing what others have used successfully relating to
>analysis/tracking tools.
>
>Also, is it possible to get anything more than domain, time, geographic
>region, etc. without a form that requests for the personal data, e.g.,
>e-mail address, full name, etc?
>
>>As many will have seen, the Wall Street Journal ran a piece today
>>discussing NetCount's new "AdCount" service which monitors and
>>reports on ad impressions and click-throughs. Of course, the Audit
>>Bureau (the people who should really be doing this)
>
<snip>
>Right now I'm not real confident in the ability of the ABC to audit large
>readership sites. Not that I'm enamored of IPRO, NetCount or anyone else in
>the field. I think it's a very difficult undertaking--something we're all
>learning--to audit and/or count log files. Every site is a little bit
>different, so each job becomes a custom job for these companies. I think
>timeliness and accuracy are still a ways off.
>
While I'm no expert in the field, I've been lurking for quite a while on this
list and I thought I'd give my two cents.
First regarding the information: to my knowledge, you can only get specific
information (ie. e-mail address, name) using cookies if the person browsing your
site has listed that information under browser preferences (identity in
Netscape), etc. You can also get what site they came from and where they went
when they left your site. And you can "watch" their traversal through your site
and see trends over a period of time. IMO it's unethical to use that information
to contact or sell to the individual; it should only be used in the aggregate
sense of tracking or demographics.
Second, I/PRO, ABC et al are used because they are "names" in the biz and not
because they have any "magical" formula for log analysis. How do you feel about
turning over your logs to these people, having them massage the data, and
selling the info back to you (something you could have done on your own)? Then
they make money off you twice because they can sell your data (in aggregate) to
the highest bidder. Not too wise, IMO. But that's where they get their power,
the info they gather from all of their clients. Don't forget I/Pro is run by the
guys at Nielsen, who own the TV ratings biz even though there are doubts as to
whether the TV numbers are on-target.
Third, off-the-shelf solutions are very primitive right now. Yes, there are some
(Andromedia, e.g.) that are beginning to use the cookie technology to its
fullest but even they are more pretty pictures and graphs than useful
information. The answer seems to lie somewhere between the "give us your logs
and we'll customize your analysis" and the one-size-fits off the shelf solution.
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