OPERATIONEL ANALYSE AF WEBADFÆRD OAW – LEKTIONSGANG 7

OPERATIONEL ANALYSE AF WEBADFÆRD AGENDA Øvelsestilbagemelding – øvelse 2 Part 1: Path analysis –Prerequisites –Purpose –Technologies Part 2: Personalisation and privacy –Regulatory issues –Goodwill / badwill issues

OPERATIONEL ANALYSE AF WEBADFÆRD PATH ANALYSIS Purpose –to improve usability and design … and thereby to improve sales or user experience –Understand users. Understand the medium. –Personalisation and user specific services (hypermedia) Prerequisites –Server requests (problems with flash and advanced dhtml)flashdhtml –Traditional linear browser environment (difficulties with weblications) –Actively implemented in website structure (unique identifier)

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

OPERATIONEL ANALYSE AF WEBADFÆRD PATH ANALYSIS Ideas for implementation –Path: (3 cifre som side-id) –Path: (uid with delimiter) –Path: 1/15-34/3-2/1088-1/12-123/18 Building blocks –Consistent Page id –Consistent include element –Tracking points (not necesarily the whole website)

OPERATIONEL ANALYSE AF WEBADFÆRD PATH ANALYSIS (OPSTIL PRO/CON) Technologies –Logfiles –External logging –Site specific implemtation (DB) –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 !