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  Stage 3: Tools and techniques for collecting metrics and 

summarising results 

 Techniques to collect metrics include the collection of 

 site‑  visitor  activity  data

 such as that 

collected from site  log-  files, the collection of metrics about outcomes such as online sales or 

email enquiries and traditional marketing research techniques such as questionnaires and 

focus groups which collect information on the customer’s experience on the website. 

  Collecting   site‑  visitor  activity  data 

  

 

Site-  visitor activity data  captured in web analytics systems records the number of visitors on 

the site and the paths or clickstreams they take through the site as they visit different content. 

There is a wide variety of technical terms to describe these activity data which Internet mar-

keters need to be conversant with.   

 Traditionally this information has been collected using a  log-  file analysis web analytics 

tool. The  server-  based log file is added to every time a user downloads a piece of information 

(a  

hit

 ) and is analysed using a