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Information Quality Applied: Best Practices for Improving Business Information, Processes and Systems
book

Information Quality Applied: Best Practices for Improving Business Information, Processes and Systems

by Larry P. English
October 2009
Beginner to intermediate content levelBeginner to intermediate
839 pages
29h 16m
English
Wiley
Content preview from Information Quality Applied: Best Practices for Improving Business Information, Processes and Systems
Chapter 13 n IQ Applied to Internet and e-Business Information 619
Browser type used ;
URL of the first and subsequent pages, images, or scripts accessed ;
URL of interior pages that may be linked via a bookmark ;
Page sequences ;
Page dropped off ;
Was the drop off after starting a purchase or service request? ;
Length of time on a page (see limitations below) ;
Site map pages selected (shows specific interests) ;
Site search engine keywords used ;
Search engine “found pages” accessed ;
Glossary words or help features used (may show ease-of-use issues) ;
Clickstream analysis does have some limitations. “Noise” can distort the
Clickstream data. Limitations include:
Search engines capture the site time of access, not the e-Visitor time of
■n
access. This limits the ability to see the local time of the e-Visitor.
e-Customers may not accept cookies that provide clickstream data. To
■n
overcome this, have a strong Customer-focused privacy and security
policy and honor it. Mention that you require cookies and explain why
from a Customer care focus. This can prevent some Customers from
rejecting cookies.
If e-Customers are interrupted while on a page view, it skews time
■n
of stay.
Search engines may use a cache to refresh previously accessed pages,
■n
skewing the page traversal data. To overcome this, use techniques that
force the reaccessing of the page from your site.
Seek feedback on the nature o ...
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Publisher Resources

ISBN: 9780470134474Purchase book