CASE STUDY Trader Corporation is a leading Canadian print and online advertising company with approximately 160 publications and 22 web sites covering automobiles, real estate, employment, and general merchandise. Trader Corp. ’ s many websites allow users to search through advertisements using a variety of parameters—such as models, makes and colors—in order to find the deal that is right for them. WEB ANALYTICS AUDIT While most search forms only have one keyword field and one category field, Trader Corp. ’s multiple keyword fields and categories provided an opportunity for them to gather in-depth data about how users who look at particular combinations of queries may behave. Desiring to understand how these many metrics can be analyzed together, Trader Corporation asked VKI S

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