2008/02/26

為了網路分析所要理解的Measurements (下)

執行網路行銷分析時,我們必須掌握網友的人數、造訪行為、造訪過程中所瀏覽的網頁數、網友資訊、流入網站的路徑與所瀏覽的內容、停留時間…等,將這些有意義的數據作整合,能進一步推論出多樣化的分析觀點。
在建立資訊的層級性之前,我們必須先了解網站測定值之間的相互關係及其關係內所擁有的涵義,前篇【為了網路分析所要理解的Measurements(中)】,已敘述過瀏覽網頁數、造訪數與訪客數增減的相互關係,藉由各數據間的交叉比較,可為網站的營運提供策略性的行銷方案。
延續前話題,我們將繼續探討網頁瀏覽數及造訪數間的關係,透過科學方法將訪客使用程度數據化,成為管理與訂定整體策略的重要指標;另外,我們還能依照造訪數與訪客數計算”造訪頻率” ,及有關網頁數與造訪數的”活動性”指標。

網站的造訪頻率指數
顯示每訪客所造訪網站的造訪頻率,其為測量訪客造訪網站瀏覽網頁內容及使用服務的頻率指數。有效將造訪密度較高的訪客轉換為優良顧客,並針對造訪密度較低的訪客,建立多樣化的行銷策略,進而提升網站的造訪頻率。

網站的造訪活動指數
顯示每造訪或每訪客數所瀏覽的網頁數,若網站的喜好度升高,表示該網站提供有效性的內容及服務;反之,網站的喜好度降低,則需考量更新整體網站及檢視網站的經營策略。


網站的造訪頻率與活動指數的應用,是整體網站策略性營運管理的必備指標,藉上述所提出之可測量數值資料,我們能尋找其中的關連,並將這些相關數據整合,訂定相關的ROI指標;單純分析網站的瀏覽網頁數及造訪數的時代早已過去,現在必須以網站的營運目的為主軸,以多樣化的高度分析觀點、有效的整體策略及多種的管理指標有效分析網站的效益。

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