1107 sýtem 3 account mobileee BC nsns
-
Upload
upload123 -
Category
Entertainment & Humor
-
view
9 -
download
1
description
Transcript of 1107 sýtem 3 account mobileee BC nsns
![Page 1: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/1.jpg)
Site Search Analytics in a Nutshell
Louis Rosenfeld
[email protected] • @louisrosenfeld
Webdagane • 10 September 2013
![Page 2: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/2.jpg)
Hello, my name is Lou
www.louisrosenfeld.com | www.rosenfeldmedia.com
![Page 3: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/3.jpg)
Let’s look at the data
![Page 4: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/4.jpg)
No, let’s look at the real dataCritical elements in bold: IP address, time/date stamp, query, and # of
results:
XXX.XXX.X.104 - - [10/Jul/2006:10:25:46 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystylesheet=www&q=lincense+plate&ip=XXX.XXX.X.104 HTTP/1.1" 200 971 0 0.02
XXX.XXX.X.104 - - [10/Jul/2006:10:25:48 -0800] "GET /searchaccess=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ie=UTF-8&client=www&q=license+plate&ud=1&site=AllSites&spell=1&oe=UTF-8&proxystylesheet=www&ip=XXX.XXX.X.104 HTTP/1.1" 200 8283 146 0.16
![Page 5: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/5.jpg)
No, let’s look at the real dataCritical elements in bold: IP address, time/date stamp, query, and # of
results:
XXX.XXX.X.104 - - [10/Jul/2006:10:25:46 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystylesheet=www&q=lincense+plate&ip=XXX.XXX.X.104 HTTP/1.1" 200 971 0 0.02
XXX.XXX.X.104 - - [10/Jul/2006:10:25:48 -0800] "GET /searchaccess=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ie=UTF-8&client=www&q=license+plate&ud=1&site=AllSites&spell=1&oe=UTF-8&proxystylesheet=www&ip=XXX.XXX.X.104 HTTP/1.1" 200 8283 146 0.16
What are users searching?
![Page 6: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/6.jpg)
No, let’s look at the real dataCritical elements in bold: IP address, time/date stamp, query, and # of
results:
XXX.XXX.X.104 - - [10/Jul/2006:10:25:46 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystylesheet=www&q=lincense+plate&ip=XXX.XXX.X.104 HTTP/1.1" 200 971 0 0.02
XXX.XXX.X.104 - - [10/Jul/2006:10:25:48 -0800] "GET /searchaccess=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ie=UTF-8&client=www&q=license+plate&ud=1&site=AllSites&spell=1&oe=UTF-8&proxystylesheet=www&ip=XXX.XXX.X.104 HTTP/1.1" 200 8283 146 0.16
What are users searching?
How often are users failing?
![Page 7: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/7.jpg)
SSA is semantically rich data, and...
![Page 8: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/8.jpg)
SSA is semantically rich data, and...
Queries sorted by frequency
![Page 9: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/9.jpg)
...what users want--in their own words
![Page 10: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/10.jpg)
A little goes a long wayA handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences
![Page 11: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/11.jpg)
A little goes a long wayA handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences
Not all queries are distributed equally
![Page 12: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/12.jpg)
A little goes a long wayA handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences
![Page 13: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/13.jpg)
A little goes a long wayA handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences
Nor do they diminish gradually
![Page 14: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/14.jpg)
A little goes a long wayA handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences
![Page 15: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/15.jpg)
A little goes a long wayA handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences
80/20 rule isn’t quite accurate
![Page 16: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/16.jpg)
(and the tail is quite long)
![Page 17: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/17.jpg)
(and the tail is quite long)
![Page 18: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/18.jpg)
(and the tail is quite long)
![Page 19: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/19.jpg)
(and the tail is quite long)
![Page 20: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/20.jpg)
(and the tail is quite long)The Long Tail is
much longer than you’d suspect
![Page 21: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/21.jpg)
The Zipf Distribution, textually
![Page 22: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/22.jpg)
Some things you can do with SSA
1.Make it harder to get lost in deep content2.Make search smarter3.Reduce jargon4.Learn how your audiences differ5.Know when to publish what6.Own and enjoy your failures7.Avoid disaster8.Predict the future
![Page 23: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/23.jpg)
#1Make it harder to get lost
![Page 24: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/24.jpg)
Start with basic SSA data: queries and query frequency
Percent: volume of search activity for a unique query during a particular time period
Cumulative Percent: running sum of percentages
![Page 25: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/25.jpg)
Tease out common content types
![Page 26: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/26.jpg)
Tease out common content types
![Page 27: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/27.jpg)
Tease out common content types
Took an hour to...• Analyze top 50 queries (20% of all search activity)
• Ask and iterate: “what kind of content would users be looking for when they searched these terms?”
• Add cumulative percentages
Result: prioritized list of potential content types#1) application: 11.77%
#2) reference: 10.5% #3) instructions: 8.6%
#4) main/navigation pages: 5.91%
#5) contact info: 5.79%
#6) news/announcements: 4.27%
![Page 28: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/28.jpg)
Clear content types lead to better contextual navigation
artist descriptions
album reviews
album pages
artist biosdiscography
TV listings
![Page 29: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/29.jpg)
#2Make search smarter
![Page 30: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/30.jpg)
Clear content types improve search performance
![Page 31: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/31.jpg)
Clear content types improve search performance
![Page 32: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/32.jpg)
Clear content types improve search performance
Content objects related to products
![Page 33: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/33.jpg)
Clear content types improve search performance
Content objects related to products
Raw search results
![Page 34: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/34.jpg)
Contextualizing “advanced” features
![Page 35: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/35.jpg)
Session data suggest progression and context
![Page 36: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/36.jpg)
Session data suggest progression and context
search session patterns1. solar energy2. how solar energy works
![Page 37: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/37.jpg)
Session data suggest progression and context
search session patterns1. solar energy2. how solar energy works
search session patterns1. solar energy2. energy
![Page 38: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/38.jpg)
Session data suggest progression and context
search session patterns1. solar energy2. how solar energy works
search session patterns1. solar energy2. energy
search session patterns1. solar energy2. solar energy charts
![Page 39: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/39.jpg)
Session data suggest progression and context
search session patterns1. solar energy2. how solar energy works
search session patterns1. solar energy2. energy
search session patterns1. solar energy2. solar energy charts
search session patterns1. solar energy2. explain solar energy
![Page 40: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/40.jpg)
Session data suggest progression and context
search session patterns1. solar energy2. how solar energy works
search session patterns1. solar energy2. energy
search session patterns1. solar energy2. solar energy charts
search session patterns1. solar energy2. explain solar energy
search session patterns1. solar energy2. solar energy news
![Page 41: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/41.jpg)
Recognizing proper nouns, dates, and unique ID#s
![Page 42: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/42.jpg)
#3Reduce jargon
![Page 43: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/43.jpg)
Saving the brand by killing jargon at a community collegeJargon related to online education: FlexEd, COD,
College on Demand
Marketing’s solution: expensive campaign to educate public (via posters, brochures)
The Numbers (from SSA):
Result: content relabeled, money saved
query rank query#22 online*#101 COD#259 College on Demand#389 FlexTrack
* “online” part of 213 queries
![Page 44: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/44.jpg)
#4Learn how your audiences differ
![Page 45: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/45.jpg)
Who cares about what?
![Page 46: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/46.jpg)
Who cares about what?
![Page 47: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/47.jpg)
Who cares about what?
![Page 48: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/48.jpg)
Who cares about what?
![Page 49: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/49.jpg)
Why analyze queries by audience?
Fortify your personas with dataLearn about differences between audiences
• Open University “Enquirers”: 16 of 25 queries are for subjects not taught at OU
• Open University Students: search for course codes, topics dealing with completing program
Determine what’s commonly important to all audiences (these queries better work well)
![Page 50: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/50.jpg)
#5Know when to publish what
![Page 51: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/51.jpg)
![Page 52: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/52.jpg)
Interest in the football team:
going...
![Page 53: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/53.jpg)
Interest in the football team:
going...
...going...
![Page 54: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/54.jpg)
Interest in the football team:
going...
...going...
gone
![Page 55: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/55.jpg)
Interest in the football team:
going...
...going...
gone
Time to study!
![Page 56: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/56.jpg)
![Page 57: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/57.jpg)
Before Tax Day
![Page 58: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/58.jpg)
![Page 59: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/59.jpg)
After Tax Day
![Page 60: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/60.jpg)
#6Own and enjoy your failures
![Page 61: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/61.jpg)
Failed navigation?Examining unexpected searching
Look for places searches happen beyond main page
What’s going on?
• Navigational failure?
• Content failure?
• Something else?
![Page 62: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/62.jpg)
Where navigation is failing (“Professional Resources” page)
Do users and AIGA mean different things by “Professional Resources”?
![Page 63: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/63.jpg)
Comparing what users findand what they want
![Page 64: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/64.jpg)
Comparing what users findand what they want
![Page 65: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/65.jpg)
Failed business goals?Developing custom metrics
Netflix asks
1. Which movies most frequently searched? (query count)
2. Which of them most frequently clicked through? (MDP views)
3. Which of them least frequently added to queue? (queue adds)
![Page 66: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/66.jpg)
Failed business goals?Developing custom metrics
Netflix asks
1. Which movies most frequently searched? (query count)
2. Which of them most frequently clicked through? (MDP views)
3. Which of them least frequently added to queue? (queue adds)
![Page 67: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/67.jpg)
Failed business goals?Developing custom metrics
Netflix asks
1. Which movies most frequently searched? (query count)
2. Which of them most frequently clicked through? (MDP views)
3. Which of them least frequently added to queue? (queue adds)
![Page 68: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/68.jpg)
#7Avoid disasters
![Page 69: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/69.jpg)
The new and improved search engine that wasn’t
Vanguard used SSA to help benchmark existing search engine’s performance and help select new engine
New search engine “performed” poorlyBut IT needed
convincing to delay launch
Information Architect &
Dev Team Meeting
Search seems to have a few
problems… Nah
.
Where’s the
proof?
You can’t tell
for sure.
![Page 70: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/70.jpg)
What to do? Test performance of common queries
“Before and after” testing using two sets of metrics1.Relevance: how reliably the search engine
returns the best matches first2.Precision: proportion of relevant results
clustered at the top of the list
![Page 71: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/71.jpg)
Old engine (target) and new compared
Note: low relevance and high precision scores are optimal
More on Vanguard case study: http://bit.ly/D3B8c
![Page 72: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/72.jpg)
Old engine (target) and new compared
Note: low relevance and high precision scores are optimal
More on Vanguard case study: http://bit.ly/D3B8c
uh-oh
![Page 73: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/73.jpg)
Old engine (target) and new compared
Note: low relevance and high precision scores are optimal
More on Vanguard case study: http://bit.ly/D3B8c
uh-oh better
![Page 74: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/74.jpg)
#8Predict the future
![Page 75: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/75.jpg)
Shaping the Financial Times’ editorial agendaFT compares these
• Spiking queries for proper nouns (i.e., people and companies)
• Recent editorial coverage of people and companies
Discrepancy? • Breaking story?!
• Let the editors know!Seed your
![Page 76: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/76.jpg)
Can SSA bring us together?
![Page 77: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/77.jpg)
Lou’s TABLE OF OVERGENERALIZED
DICHOTOMIESWeb Analytics User Experience
What they analyze Users' behaviors (what's happening)
Users' intentions and motives (why those things happen)
What methods they employ
Quantitative methods to determine what's happening
Qualitative methods for explaining why things happen
What they're trying to achieve
Helps the organization meet goals (expressed as KPI)
Helps users achieve goals (expressed as tasks or topics of interest)
How they use data Measure performance (goal-driven analysis)
Uncover patterns and surprises (emergent analysis)
What kind of data they use
Statistical data ("real" data in large volumes, full of errors)
Descriptive data (in small volumes, generated in lab environment, full of errors)
![Page 78: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/78.jpg)
![Page 79: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/79.jpg)
![Page 80: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/80.jpg)
Lands End and SKUs
![Page 81: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/81.jpg)
Lands End and SKUs
SKU: # 39072-2AH1
![Page 82: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/82.jpg)
Use SSA to start work on a site report card
![Page 83: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/83.jpg)
Use SSA to start work on a site report card
SSA helps determine common information needs
![Page 84: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/84.jpg)
Read this
Search Analytics for Your Site: Conversations with Your Customers by Louis Rosenfeld (Rosenfeld Media, 2011)
www.rosenfeldmedia.com
Use code WEBDAGENE2013
for 20% off allRosenfeld Media books
![Page 85: 1107 sýtem 3 account mobileee BC nsns](https://reader035.fdocument.pub/reader035/viewer/2022062317/5f0926312d3200571e67743b/html5/thumbnails/85.jpg)
Louis Rosenfeld [email protected]
www.louisrosenfeld.comwww.rosenfeldmedia.comwww.slideshare.net/lrosenfeld
@louisrosenfeld@rosenfeldmedia
Say hello