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
Early Web Pages – Yahoo in 1995
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• Images • Application • Text-Only Yahoo
• Hypertext document • No images
Early Web Pages – Yahoo in 1996
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• Localization
• Images • Application • Text-Only Yahoo • No images • Page organization
Early Web Pages – Yahoo in 1998
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• Advertising
• Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images
Early Web Pages – Yahoo in 2000
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• Page structure • Personalization
• Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images
Early Web Pages – Yahoo in 2002
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• Page actions
• Page structure • Personalization • Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images
Early Web Pages – Yahoo in 2003
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• More access points
• Page actions • Page structure • Personalization • Advertising • Localization • Images • Application • Text-Only Yahoo • Hypertext documents • No images
Early Web Pages – Yahoo in 2004
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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
eBay Home Page in 1998
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• Application • Merchandising • Page structure
• Hypertext documents • No images
eBay Home Page in 2001
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• Localization • Vertical experiences
• Application • Merchandising • Page structure • Hypertext documents • No images
eBay Home Page in 2004
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• Location of search
• Localization • Vertical experiences • Application • Merchandising • Page structure • Hypertext documents • No images
eBay Home Page in 2009
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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
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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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