Languages
Pages
Legal
www.dataiku.com
Take back control of your
Web Tracking
@ClementStenac CTO, Dataiku
www.dataiku.com
Give me dashboards !
www.dataiku.com
Choose one
Raw data Do what you want
Your money
Access to raw data is a premium feature
www.dataiku.com
Who cares about raw data ?
• SAAS analytics are full-featured
• Custom variables to link with your backend data
• Did you really join all data for your future needs ?
• Do you have access / want to push to the JS all necessary data ?
• What kinds of analysis will you do later on ?
www.dataiku.com
A real example
Segmentation and tracking user-satisfaction
Raw tracking
data
User-level stats
User base segmentation
Metrics per segments
Tracking over time
TB
GB
www.dataiku.com
User-level data
www.dataiku.com
Clustering
www.dataiku.com
Labeling
Search for a specific Topic
Newcomer from Google
News
Foreigner Discovering The
Site
Fan who loves to comment
Home Page Wanderer
Dark Bot (Competitor?)
Here you need your business intelligence
www.dataiku.com
Compute metrics per segment
Search for a specific Topic
Newcomer from Google
News Foreigner
Discovering The Site
Fan that loves to comment
Home Page Wanderer
Dark Bot (Competitor?)
0.3€ per session
0.23€ acquisition costs
``
`
13k sessions
1.3€ per session
0.23€ acquisition costs
938k sessions
938k sessions
0.3€ per session
0.23€ acquisition costs
738k sessions
0.83€ per session
0.73€ acquisition costs 68k sessions
0.3€ per session
1.23€ acquisition costs
1k sessions
0€ per session
0€ acquisition costs
Here you need to cross with your CRM
www.dataiku.com
Track metrics over time
Search for a specific Topic
Newcomer from Google
News
Foreigner Discovering The
Site
Fan that loves to comment
Home Page Wanderer
Dark Bot (Competitor?)
Using your already-computed segments
Damn our latest
release has diverging
effects on segments
www.dataiku.com
A few other examples
• Churn prediction and explanation
• Customer lifetime value prediction
www.dataiku.com
OK
I WANT TO
DO IT
www.dataiku.com
So, I have these Apache logs
• First level of web tracking
• "Nothing required"
www.dataiku.com
Are backend logs a solution ?
Challenge 1 : Identify a visitor
• IP ?
• NAT / Proxy
• Not everyone has a public IP address
• IP + user-agent ?
• Big companies !
www.dataiku.com
Are backend logs a solution ?
Challenge 2 : Re-create sessions
• Using expiration times
• Advanced SQL / Hive / …
makes this easier
www.dataiku.com
Are backend logs a solution ?
Challenge 3 : single-page webapps
• Track behaviour within each page
• Track events, not pages
Also: getting logs from IT is sometimes another challenge
www.dataiku.com
Client-side tracking
• visitor_id and session_id handled with cookies
• Tracking page loads and various events
• Historically, "tracking" = fetching a 1x1 image
• AJAX
www.website.com
Browser
tracker.com
JS tracking code
Tracking calls
www.dataiku.com
Are cookies good for your (web) health ?
• Each cookie belongs to a domain (and its subdomains)
• Who can write a cookie ?
– The HTTP server, who becomes owner (via the Set-Cookie HTTP header)
– JS code running on the "owner" domain
• Who can read a cookie ? – The owner HTTP server (sent by the browser) – JS code running on the "owner" domain
www.dataiku.com
First-party cookies
• Set by the originating server (HTTP) or JS code
• Belong to the originating domain
• Sent by HTTP to the originating domain only
• Readable by JS code
www.website.com
Browser
Cookies for www.website.com: None
tracker.com
GET / Cookies: none
Fetch tracking script
Tracking JS code: read cookies for www.website.com Tracking JS code: create visitor id and set cookie
Contents
www.dataiku.com
First-party cookies
• Set by the originating server (HTTP) or JS code
• Belong to the originating domain
• Sent by HTTP to the originating domain only
• Readable by JS code
www.website.com
Browser
tracker.com
GET /track?visitor_id=d37ecba Cookies: None
JS code: send AJAX request to tracker.com with visitor_id
Cookies for www.website.com: visitor_id=d37ecba
www.dataiku.com
Third-party cookies
• Set (in HTTP) by the tracker's domain – Belong to the tracker's domain
• Not send by HTTP to the originating domain (does not belong)
• NOT readable by JS code (does not belong)
www.website.com
Browser
tracker.com
GET / Cookies: none
Fetch tracking script
Contents
Cookies for www.website.com: None
Cookies for tracker.com: None
www.dataiku.com
www.website.com
Browser
Cookies for www.website.com: None
tracker.com
Cookies for tracker.com: None
GET /track Cookies: None
200 OK Set-Cookie: visitor_id=33d7
Tracker code: assign visitor_id
Third-party cookies
• Set (in HTTP) by the tracker's domain – Belong to the tracker's domain
• Not send by HTTP to the originating domain (does not belong)
• NOT readable by JS code (does not belong)
www.dataiku.com
Third-party cookies
• Set (in HTTP) by the tracker's domain – Belong to the tracker's domain
• Not send by HTTP to the originating domain (does not belong)
• NOT readable by JS code (does not belong)
www.website.com
Browser
tracker.com
Cookies for tracker.com: visitor_id=33d7
GET /track Cookies: visitor_id=33d7
200 OK
Tracker code: read visitor_id
Cookies for www.website.com: None
www.dataiku.com
First party cookie
• Tracks on a single website • Requires JS code for tracking • Reduced privacy impact:
No exchange of information between sites
• Usage: track your user's behaviour
Third party cookie
• Tracks across all websites using the same tracker
• More frowned upon
• Usage: generally, ads but also multi-website
Why each ?
Rarely blocked (used for logins)
Blocked by up to 40% visitors
www.dataiku.com
What are your obligations ?
With ALL cookies
• You should ask user whether he wants cookies
• Even non-tracking related cookies
• Yes, even login-related ones
www.dataiku.com
What are your obligations ?
With third party cookies
• Obey the Do-Not-Track header
www.website.com
Browser
tracker.com
GET /track Cookies: None DNT: 1
200 OK
Tracker code: DO NOTHING
www.dataiku.com
What are your obligations ?
With third party cookies
• Provide an opt-out URL
• Allows the user to /optin , /optout or /status
See in action : www.youronlinechoices.com
www.dataiku.com
What are your obligations ?
With third party cookies
• Provide a P3P policy
• Else, older IE blocks you
"What are you doing with my data ?"
Looks like this:
CP="IDC DSP COR ADM DEVi TAIi PSA PSD IVAi IVDi CONi HIS OUR IND CNT"
www.dataiku.com
Tracking in mobile apps
• Preserve battery
– Each network call is costly
– Do not track everything synchronously
• Network access is intermittent
– Queue events and wait for network access
www.dataiku.com
So, what are my choices ?
• You might really want to be your own web tracker
• Most used open source Webtracker : Piwik
• Provides both raw data and nice dashboards – MySQL backend
– Raw data via API
– Slightly less suited for analytics
www.dataiku.com
WT1
YOUR OWN
TRACKER
IN MINUTES
www.dataiku.com
WT1
An open source (Apache License) server to build your own web tracking
https://github.com/dataiku/wt1
• Designed to provide you with raw data, directly usable for analytics
• Very high performance and scalability
www.dataiku.com
Features
• 1st or 3rd party cookies – Handling of DNT and opt-out
– Helps handling P3P
• Track events or pages with key-value data
• Visitor-scope and session-scope variables
• "Live view" debugging console
www.dataiku.com
Features
• Dashboards: None
• Events processing and storage – Filesystem, S3
– Event queues: Flume
– Custom processors
• JSON API for custom tracking
• iOS library
www.dataiku.com
Architecture
Client-side JS tracker
iOS library
• 1st or 3rd party cookies
• Event-level tracking
• Automatic batching • Queuing to deal with
network interruptions
WT1 Server
Raw storage • Filesystem • S3
Event processors: • Real-time aggregations • Custom code
Event queues • Flume • Kafka, RabbitMQ, …
• Java • > 20K events / second • Handles DNT, P3P, opt-out, …
JSON POST
www.dataiku.com
Future work
• Android library
• More event queues supported OOTB
– Kafka
– RabbitMQ
• Avro storage
Top Related