OPERATIONEL ANALYSE AF WEBADFÆRD OAW – LEKTIONSGANG 7

OPERATIONEL ANALYSE AF WEBADFÆRD AGENDA Øvelse 2 tilbagemelding – part II Path analysis –Prerequisites –Purpose –Technology Personalisation and privacy –Adaptive Hypermedia –Regulatory issues

OPERATIONEL ANALYSE AF WEBADFÆRD ØVELSE 2 Generelt –Krav til aflevering: sitet inklusiv måling skal køre –Generelt om øvelsesrapporter: Benyt screen-dumps. Saml det hele i ét dokument (brug bilag). Gode ting –godt at så mange har været kreative med den udleverede kode –fint at I har været flittige til at besøge hinandens websites Dårlige ting –MySQL problemer (skulle nu være løst) –ellers ikke rigtigt noget faktisk :-)

OPERATIONEL ANALYSE AF WEBADFÆRD ØVELSE 2, fortsat Database-struktur –Den fundamentale forskel fra logfiler består i at mindste-enheden er en sidevisning og ikke et hit –felterne i databasen var kun forslag. Der kunne eksempelvis tilføjes IP-adresse, User_agent, referrer osv. –et par af jer har foreslået en mere relationel opbygning. Fint, men anti-datawarehouse-agtigt som vi skal se på senere. Måling af unikke brugere, god eller dårlig? Tavle/snakke-øvelse: Aktører –Aktørbeskrivelse –Primært formål –Hvorledes dækkes behovet

OPERATIONEL ANALYSE AF WEBADFÆRD PATH ANALYSIS Purpose –To improve usability and design … and thereby to improve sales and/or overall user experience –Understand users. Understand the medium. –Personalisation and user specific services (adaptive hypermedia) Prerequisites –Server requests (problems with flash and advanced dhtml) –Linear browser environment (challenge with weblications) –Implemented in website structure (unique identifier) in an active and clever way

OPERATIONEL ANALYSE AF WEBADFÆRD ELEMENTS Entry point, Dwell, Querying, In-site navigation Exit points Read more: Kimball (chap 2)

OPERATIONEL ANALYSE AF WEBADFÆRD PATH ANALYSIS Ideas for implementation –Path: (3 cifre som side-id) –Path: (uid with delimiter) Building blocks –Consistent Page id –Consistent include element –Tracking points (not necesarily the whole website)

OPERATIONEL ANALYSE AF WEBADFÆRD PATH ANALYSIS Analysis –Percentage of people following a certain path –Understand relationship between sections of website –The fewer and simpler the metrics the better Technologies pro/con –Logfiles (IP based) –External logging/Site specific implemtation (cookie based) –Questionnaires –Qualitative analysis (uselab tests)

OPERATIONEL ANALYSE AF WEBADFÆRD PERSONALISATION Often portraied as THE FUTURE Anonymous users vs known users Registered users vs tracked (measured) profiles The 4 levels of user knowledge –1: A particular computer is engaging in a session. Cannot be used as a reliable guide to identify future sessions. Session identifier (session cookie / IP). –2: The same web browser on a particular computer has returned for a repeat session (persistent cookie / IP). –3: A persistent identifier that tells us a particular human being has returned to our website. –4: A permanent and specific personal identifier – a reliable guide to identify known customers. (Kimball, p 72)

OPERATIONEL ANALYSE AF WEBADFÆRD PERSONALISATION Welcome back, Mr AB Optimize website (paypal example) Suggestions – users who like this movie often Personal websites, myWEBSITE.com (save your searches and preferences) IMPORTANT: If you do not actively log on to the site then everything is handled via cookies !

OPERATIONEL ANALYSE AF WEBADFÆRD PRIVACY Key: There has to be a value for the customer and you must be able to explain what it is Insecurity issues –New medium, general tech-insecurity –International problems (how to deal with a company in Peru?) –Data can be kept indefinetely (in theory) –Data can be shared indefinetely (in theory) Goodwill / badwill – what signal do you wish to communicate –Amazon: We master the technology. It works. We care.

OPERATIONEL ANALYSE AF WEBADFÆRD AVOIDING REGISTRATION If sign up is required a large part of users are supplying false and worthless data. Is that true? If sign up is not required few users will supply any data. Is that true? Anonymous ways of browsing are many – some predict that the area will increase dramatically You (user or company) cannot be sure that a privacy statement will hold in court

OPERATIONEL ANALYSE AF WEBADFÆRD DATATILSYNET Reglerne er skønsmæssige Formål skal klart fremgå 3 niveauer (pjece, s 13) –1: Følsomme oplysninger, private forhold –2: Andre oplysninger om rent private forhold –3: Almindelige oplysninger (navn, adresse) etc. Som udgangspunkt kan kun data i niveau 3 registreres (uden udtrykkeligt samtykke). Herudover er markedsføringslovens paragraf 6a omkring elektronisk markedsføring værd at notere sig. Kreditkortnumre kan gemmes, krypteret (dog ikke kontrolcifrene), jvf PBS merchant guide. Usikkerhed på området !

OPERATIONEL ANALYSE AF WEBADFÆRD PRIVACY STATEMENTS