Tracking and Collecting

Key Concepts

The two key concepts extracted from the learning materials are the tracking and collecting data from websites and the funnel concept.  Further discussion on each idea is noted below.

Tracking and collecting data for websites was discussed in previous chapters, but only minor details were provided.  The information discussed included how companies track the amount of time their website is accessed, but did not discuss how they tracked the individual accessing and exploring the site. The terms, page tagging and log file analysis break down how organizations see what customers are seeking on their website. Although the two have some similarities, each is created in a manner to track different events within the website. For example, page tagging can track an individual watching a flash movie while log filing does not have this capability. Page tagging is typically used by corporations who do not have their own web server.  They utilize a third party to conduct the reviews. In comparison, log filing is not as detailed as page tagging. Log filing essentially collects raw data (i.e. number of hits) from the webs server. Log filing does not provide detailed reports seen in page tagging; however, they are more accurate.  The log filing reports are simpler in structure.  With a standard format, the reports are easily transferable between vendors.  Another advantage of log filing is the ability to collect and analyze historical data. Finally, log filing tracks request failures and page tagging only tracks successful searches.

The funnel concept assists in establishing a website’s goal.  The aim will vary depending on the company, but the overall purpose is for the visitor to do what the website intended them to do. The purpose can be broken down into several steps known as events.  The first step is to collect data on each click on the visitor’s path through the site. The funnel serves as a narrowing channel as the clicks become fewer and fewer as the user works through the site. These also have other indicators that support goal achievement such as key performance indicators (KPI) used to monitor and optimizing the website’s goal. The funnel concept informs the organization on what part of their goals are being maximize and those that require additional attention.  The key performance indicators (KPI) are valuable as the allow management to obtain a clear picture of where the organization stands in attaining its goal and the generation of revenue.

Skillset Importance

The most important skillset learned from this session how our group could implement page tagging and log filing for our client. Both bring different elements to the table for the corporation to reach its goals.  I believe the use of log filing is more useful in our scenario simply because it is more accurate. It is completed in-house, and allows the company to see the request failures instead of only successes facilitating their improvement in certain areas.

Learning Journey

Personally, I acquired additional knowledge on how the companies track their websites’ activity. With the greater detail provided a clearer picture of what is most applicable to organizations was ascertained.  The approach varies with the company, their goals, their market and their size. It supports analyze of data and the adaption of goals on a continuous basis. Also, the document went into greater details on AdWords. I believe it will benefit us to maximize our monetary value granted. As complex as this may seem, I think I understand it.  Although, I continue to have difficulty with the credit card for setting up the blog account.