Technology

One of the great things about online marketing is that you can measure almost everything. But the bad part is that there are too many numbers to look at. Without technology, it’s hopeless to even begin understanding the numbers.

We work with some great web analytics software that convert these numbers into meaningful data. But there are times when the existing tools don’t quite answer our questions. So we’ve been working on building our own platform and technology for analysis.

We use log files for web analysis for a lot of our customers. So we’ve built two solutions to handle log files better – log-splitter and log-parser.

Log-splitter is essentially a segmentation tool that handles the segmentation at the log file level. If our customer is interested only in a certain kind of visitors, we split the log file based on that criteria and then feed it to the visualization tools. Log splitter is built on .Net framework and uses MS SQL at the back-end.

Log files unfortunately contain a lot of noise. So we built log-parser that weeds out all unwanted traffic from log files. Log-parser uses customizable filters to decide what traffic to eliminate. Log-parser uses a lot of regular expression and is built using Perl.

We are continuing to build more tools and technologies. The bottom line for our customer is that we are not necessarily dependent on any tool. If the tool that the customer bought has limitations, we have the technology expertise and the building blocks in place to meet the requirements.

Read more about Web Analytics Services from Nabler.