A01 chaf6542 06 se fm indd

Technique

Strengths

Weaknesses

1   Server‑  based   log‑ 

 file analysis of site 

activity

Directly records customer behaviour 

on-site plus where they were referred 

from 

Low cost

Not based around marketing outcomes such as 

leads, sales

Size, even summaries may be over 50 pages long

Doesn’t directly record channel satisfaction

 Under-  counting  and   over-  counting

Misleading unless interpreted carefully

2   Browser‑  based  site 

activity data

Greater  accuracy  than   server-  based

analysis

Count all users, cf. panel approach

Relatively expensive method

Similar weaknesses to  server-  based technique 

apart from accuracy

Limited demographic information