Web 2.0 - Metrics in a Post Page Impression World - eMetrics 2009

Web 2.0 - Metrics in a Post Page Impression World

Deepak Nadig Distinguished Architect

eMetrics Marketing Optimization Summit May 05, 2009

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Outline

•  Evolution of the World Wide Web

•  Evolution of eBay

•  Needs of the evolving web

•  Approach and concepts

World Wide Web

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Tim Berners-Lee, CERN March 1989, May 1990 This proposal concerns the management of general information about accelerators and experiments at CERN. It discusses the problems of loss of information about complex evolving systems and derives a solution based on a distributed hypertext system.

Linking documents … And transforming data …

The First Web Page

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Network of hypertext documents

Page = HTML

Early Web Pages – Yahoo in 1994

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• Hypertext document • No images


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• Images • Application • Text-Only Yahoo

• Hypertext document • No images


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• Localization

• Images • Application • Text-Only Yahoo • No images • Page organization


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• Advertising

• Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images


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• Page structure • Personalization

• Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images


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• Page actions

• Page structure • Personalization • Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images


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• More access points

• Page actions • Page structure • Personalization • Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images


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• Multiple applications

• Page actions • More access points • Page structure • Personalization • Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images

Web Pages – Yahoo Current

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• Wider page • Mouse over, Click • Configurable page

• Multiple applications • Page actions • More access points • Page structure • Personalization • Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images

•  The world’s largest online marketplace — where practically anyone can trade practically anything at any time.

•  $60 Billion in merchandize traded in 2007

•  eBay manages over 83 million active users •  eBay users worldwide trade more than $2000 worth of goods every second •  Fixed price format accounted for 49% of GMV in Q4 2008 •  eBay stores over 2 Petabytes of data – over 200 times the size of the Library of Congress! •  eBay analytics processes over 25 Petabytes of data on any day •  The eBay platform handles over 6 billion API calls per month

eBay

Over ½ Million pounds of Kimchi are sold every year!

A sporting good sells every 2 seconds

•  1 billion page views per day

•  100 million concurrent listings, in more than 50,000 categories

•  More transaction volume than NASDAQ and NYSE

•  In 39 countries

•  In seven languages.

A car is sold every minute $650,100 for a lunch with Warren Buffet $1350 for a corn flake shaped like Illinois

EBAY HOME PAGE

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eBay Home Page in 1995

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• Hypertext documents • No images


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• Application • Merchandising • Page structure

• Hypertext documents • No images


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• Localization • Vertical experiences

• Application • Merchandising • Page structure • Hypertext documents • No images


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• Location of search

• Localization • Vertical experiences • Application • Merchandising • Page structure • Hypertext documents • No images


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• Modular page • Optimization • Replicated links • Mouse over

• Location of search • Localization • Vertical experiences • Application • Merchandising • Page structure • Hypertext documents • No images

EBAY ITEM PAGE

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eBay Item Page in 2000

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• Hypertext documents • User provided content

eBay Item Page in 2003

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• Merchandising • Back button

• Hypertext documents • User provided content

eBay Item Page - Current

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• Page structure • Click • Category specific • Real-time updates

• Merchandising • Back button • Hypertext documents • User provided content

Evolution of web page

•  Text & Links

•  Images and Image Maps

•  Applications

•  Content from different sources

•  Advertising

•  Page with different types of content

•  Interaction with page != Interaction with server

•  More than click-through, e.g. mouse over

•  Partial page updates

•  Real-time updates

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Decreasing Relevance and Accuracy of Page View

Interactions with eBay

Web Site Gadget iPhone Social Application Desktop eBay To Go API

Search Engines Advertising

Applications

eMail

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Query Language

615NewAPIpla.ormslaunchedsinceJan’08

Source: ProgrammableWeb.com

New Concepts

•  Interaction Events

• Composite Impression

• Channels & Source

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INTERACTION EVENTS

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Richer User Interaction Mechanisms

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Mouse-over

Click-through

Click

Use Play

iPhone – Interaction Mechanisms

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Tap

Flick

Pinch

Double tap

Drag

Touch and hold

eBay on Wii

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More Interaction Devices

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Interaction Model

Impression Page Image Movie Music …

Reaction View Click Click-Through Play …

Are best modeled as events Intent is more important than the interaction mechanism

COMPOSITE IMPRESSION

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eBay Home Page

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Composite Page

- Page

- Placement

- Layout

- Module

Personalized

Optimized

Tracking Composite Pages

•  Metadata –  Pages –  Available Layouts per Page –  Modules –  Available Modules per Placement

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Layouts

•  Impression –  Which Page –  Which Layout –  Which Placement-Module

•  Click –  Which Link –  In which Module –  In which Page

Metrics

•  Page –  Which layouts are best for which pages

•  Layout –  Which layout converts best –  Overall, per category, per user segment

•  Placement –  Best modules for a placement

•  Module –  What Module perform well –  Best Placements for a Module

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Users don’t see everything

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Heat Map

Eye Tracking

CHANNELS & SOURCE

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Business needs remain the same

Business Where is my traffic coming from

Business Where am I sending traffic to

Business Where does my revenue come from

Channels Paid Search Natural Search Advertising Marketing email

Channels Transaction email Web page Desktop

Channels Ad networks Referrals/Leads

Channels & Source

•  Channel –  Where did the interaction occur –  A way to group a related set of events

•  Source –  Coordinates of the interaction event

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Concepts Summary

•  Interaction Events –  Impressions, Reactions –  Modeled as events

•  Composite Impression –  To describe complex pages and applications –  Requires richer metadata –  Provides more accurate representation of what was presented

•  Channels & Source –  To identify where the interactions took place –  To derive the coordinates of the interaction –  Helps understand user interaction trends

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Closing Notes

•  The web has evolved from hypertext documents to a complex ecosystem of services and content

•  Users and companies are interacting at different interaction points and using a variety of devices

•  These interactions will happen in ways that is most convenient for the customer

•  Composite Impression, Interaction Events, Channels & Source – are concepts that help in understanding and supporting these needs

•  Standardization will help in common understanding of data and metrics within the ecosystem

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Questions

Deepak Nadig

[email protected]

Web 2.0 - Metrics in a Post Page Impression World - eMetrics 2009

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