Aggregating and analyzing information about content requested in an e-commerce web environment to determine conversion rates

A process, executing on a computer connected to a network, for determining marketing effectiveness of each product and product category on a Web site, comprising the steps of:

• collecting information associated with a requester of the Web page, in a requester field of the log record associated with the respective Web page;
• collecting one or more metadata entries contained in each of one or more metadata fields on one or more Web pages communicated over the network in a log record, the metadata entries having information about one or more Web pages served and about one or more hyperlinks on the respective Web page;
• determining, by using the metadata fields, a count for each of a plurality of events, each count indicating a number of times an event has occurred, each event corresponding to an object;
• and
• determining one or more conversion rates for at least one of the objects, each conversion rate corresponding to one object and multiple events corresponding to the one object, wherein each conversion rate describes a likelihood of one event of the multiple events translating into a second event of the multiple events.

A method of doing business to determine the marketing effectiveness of each product and product category on a Web site, comprising:

• collecting information associated with a requester of the Web page, in a requester field of the log record associated with the respective Web page;
• collecting one or more metadata entries contained in each of one or more metadata fields on one or more Web pages communicated over the network in a log record, the metadata entries having information about one or more Web pages served and about one or more hyperlinks on the respective Web page;
• determining, by using the metadata fields, a count for each of a plurality of events, each count indicating a number of times an event has occurred, each event corresponding to an object;
• determining one or more conversion rates for at least one of the objects, each conversion rate corresponding to one object and multiple events corresponding to the one object, wherein each conversion rate describes a likelihood of one event of the multiple events translating into a second event of the multiple events.

A computer program product which performs the steps of:

• collecting information associated with a requester of a Web page, in a requester field of a log record associated with the respective Web page;
• collecting one or more metadata entries contained in each of one or more metadata fields on one or more of the Web pages communicated over the network in a log record, the metadata entries having information about one or more Web pages served and about one or more hyperlinks on the respective Web page;
• determining, by using the metadata fields, a count for each of a plurality of events, each count indicating a number of times an event has occurred, each event corresponding to an object;
• and
• determining one or more conversion rates for at least one of the objects, each conversion rate corresponding to one object and multiple events corresponding to the one object, wherein each conversion rate describes a likelihood of one event of the multiple events translating into a second event of the multiple events.