Research On E-commerce Website User Tracking And Access Data Analysis

With the use of network in all areas of society, the content of Internet information become increasingly rich, from technological research and education to the lives of entertainment, from the policies and laws to literature and art, from the economics and finance to military and politics, it covers all fields of human knowledge. Internet has become the world's largest, most open distribution of information. People can truly know the world through the Internet by just staying at home. With the popularity of the network, government departments, companies, universities, research institutes have or are under construction in building their own websites. In order to understand the operational condition and deficiencies of the site after establishment of the site, detailed and comprehensive analysis of data concerning the running and access condition of network server is very important. Management of a site is not only to monitor network speed and the network content delivery, it requires not only attention to the daily throughput of servers, but also understanding of the foreign visit and the visiting conditions of different pages, improving the content and quality of web pages and the readability of content according to the click-through rate of each page, tracking steps with commercial transactions included. For online advertising publishers, they want to see the user clicks and browser situations after the launching of their advertisements to assess the effectiveness of advertising and billing advertising accurately. In short, whether for web sites owners, managers or web site advertisers the network data flow analysis is more and more important and urgent, and all these requirements are available through the statistics and analysis of web server log files.With the rapid development of modern networks, the size and complexity of network keeps growing, the kind of business and support services are increasing, which makes effective management and maintenance of the network more and more difficult. It has increasingly become a great challenge to manage the network effectively to ensure the quality of network operation, it is a necessary condition for a good network management to collect network data accurately and process data in accordance with the specific needs of the network. In this way, can we conduct further analysis based on the network data that we collected, fully and accurately understand network resources, performance and failure, etc, understand business that the network carried and quality of customer service, and provide strong support data for network management.In view of the importance of data acquisition and processing in network management, in the first chapter of this article, I start from the concept of network data, describe the common network data types, such as meta-data, structured data and semi-structured data, and the characteristics of them, such as rich content, diverse types, the large number, complex structure, variable quality, etc. Then transit to the second chapter and talk about the concept of network data acquisition, first introduce the basic concepts of data collection on the network, such as the web service model, web log format, conversation, etc, through the collation and summary, summarizes several methods of network data collection that commonly used, for example, server-side, client-side, proxy server, Java Server Page + Javascript method, etc.Finally, the article turns to chapter III to enter an important research of network data analysis - Analysis of network traffic, carried out in-depth research on sources of network traffic analysis data, key indicators, such as visits, the number of user requests, the number of unique visitors, and technical problems that need to be solved, main processes and methods of network traffic analysis. Detailed the process of network traffic analysis, discussed the original data pre-processing stage, pattern recognition stage and pattern analysis stage respectively, pre-processing stage which can be refined as follows: data cleansing, user identification, session identification, path complement and identification of services.The main task of network user records analysis is to discover model from the data. It is knowledge discovery concerning the user behavior and information of potential users. Usually, the realization is to analyze log files such as network server logs and cookie log files, find out information about user access behavior frequency and content, in order to identify certain patterns and rules. Therefore, the main author summarized the methods of network traffic analysis, detailed the principle of statistical analysis, path analysis, correlation analysis, sequential pattern analysis, classification rule analysis, cluster analysis. In Chapter IV of this article, I compared online statistics system with log file analysis, which is represented by Google Analytics and Nihuo Web Log Analyzer respectively. Started from the realization of both mechanisms, compared analysis mechanism of both methods, and compared the advantages and disadvantages of online statistics analysis and log analysis system. Network data flow analysis is important for website operators, website business managers and website advertising publishers. Application of network data traffic analysis can help website operators, managers of corporate website realize quantitative business management of WWW server, it can conduct site management and maintenance more targeted, and conduct more effective marketing on the basis of customer characteristics analysis. Network data flow analysis makes online advertising billing and assessment of online advertising become more feasible.In the final chapter, the author details the important applications of network data flow analysis in all aspects, such as: the applications of network data collection and analysis in the study of network behavior, applications in e-commerce and network marketing, applications in enterprise management and market analysis and prediction. Finally, citing the specific example of FRM company which uses Google analytics, to illustrate the advantages and convenience of network data analysis on aspects of effect end-to-end data tracking, business processes optimizing, maximizing the effectiveness of online advertising and the like.