Tom Anderson: Web Analytics #Netgain #mrx

php|architect's Guide to Web Scraping

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What follows are some of my silly musings and key take-aways of the session.
Tom Anderson – Web Analytics
– 85% of all data stored is unstructured, it doubles every three months, 7 million web pages are added every single day
– First, tracking survey case study, analysis of guest satisfaction survey which has 10 point scales and permits verbatim responses
– Funny thing is the checkbox answers were different from the verbatims. Checkmarks related to the room and the bed but the verbatim was about the food that made her throw up. The verbatims MUST be read! (people assume you’ll look after the problems and use the comment box for stuff you forgot to ask about, at least that’s what i do)
– Problem with manual coding is code frame changes over time, some codes are missing, some codes become irrelevant, inter-rater reliability (different people and same person would code it differently)
– ooooh, CHAID results, and regression equation :)
– Future – surveys might look like a blank post card, thumbs up or down and then write in all your comments
– Second case study, five hotels within a travel website
– Indexing might be the new word for webscraping (it’s a tech term that’s nicer than scraping!)
– 20% of the users are responsible for 80% of the posts, pareto principle, most people make just one or two posts in the last year or so
– “online introverts” folks who are listening but don’t say too much
– People posting on multiple hotel boards are looking for cheaper rates, free nights
– Loyalists who focus on one hotel board are more positive about the hotel
– Had a board lurker who interacted with posters, he knew specific people (slippery slope, researchers can’t do this but the client was the lurker so he was able to)
– Was able to see client’s promotional schedule in the text analysis, nice validation
– 60% of online population uses a social network, anyone under 24 is on a social network usually facebook
– WW2 generation is showing the fastest growth particularly to stay in touch with their family, photos of the grandkids and such (ah, isn’t that sweet, STOP following me gramma!)
– LinkedIn has 65 million users (hey, LinkIn with me!)
– Social networks let people raise their hands that they like a certain brand
– Text analytics predict income and purchasing/spending power on LinkedIn
– Qualitative analysis is a sample of information, text analytics can measure entire population

Related Links
#Netgain5 Keynote Roundup: Last Thoughts
Brian Levine: Neuroscience and Marketing Research
Brian Singh: Insights from the Nenshi Campaign
Monique Morden: Online Communities, MROCs
Ray Poynter – Overview of Online Research Trends
Tom Anderson: Web Analytics
Will Goodhand: Social Media Research and Digividuals

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