[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 소비자 -브랜드 관계(Brand Relationship) 유형과 영향요인에 관한 실증연구

Abstrack

A experimental study on the accuracy of Web Site measurement methods

 

Kim, Sang-Hoon, Ph. D.
Assistant Professor
Dept. of Communication and Information
Inha University

Lee, Si-Hoon, Ph. D.
Full-time Instructor
Dept. of Advertising and PR
Keimyung University

 

Although internet advertising have merits in terms of measuring its effectiveness instantly, there have not been empirical study about the accuracy of its measurement.

This study examined the performance and accuracy of three methods to measure website traffic: Web server logfile analysis, JavaScript analysis, and Packet analysis.

According to the study, the packet analysis method was the best in overall performance and accuracy.
The web server logfile analysis being most commonly used currently could neither measure cache data nor count page view accurately.