WhiteCross delivers CNN Europe Web analysis

CNN.com Europe has started using a click-stream analysis service from data warehouse specialist WhiteCross in a bid to better...

CNN.com Europe has started using a click-stream analysis service from data warehouse specialist WhiteCross in a bid to better understand how visitors navigate its site.

The data will be used to gauge the impact of a story and the way users behave on the site in order to increase commercial opportunities to sell advertising on different parts of the site.

Frank Buge, research director of CNN Europe, Middle East and Africa said the WhiteCross analysis would help CNN.com understand users' activity for every minute of the day and every page entered.

"The daily information generated from the analysis will be essential in not only identifying, but also comparing the specific interests of our European and US users, in such diverse content areas as news, business, sport and even weather."

David Webb, interactive research analyst at CNN.com Europe said the service from WhiteCross builds on existing site analysis performed at CNN's headquarters in Atlanta. "By bringing [the data analysis] over to the UK we can do custom analysis to figure out usage behaviour."

Webb said that site data captured in Web log files is sent over a secure link to WhiteCross's centre in Bracknell which processes the data and puts it in a form that he can analyse using the Business Objects' analysis tool. In December 18Gbytes of uncompressed daa was processed this way.

The service from WhiteCross provides CNN.com Europe with daily, weekly and monthly reports which can be accessed through an extranet.

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