Discover how your business can implement data-driven user/competitor feedback loops using automated screen scraping techniques
What is screen scraping and who needs it?
In this article we will discuss:
- Screen scraping definition
- The difference between screen and web scraping
- Uses of screen scraping
- Screen scraping automation
Screen scraping definition
Screen scraping can be implemented manually (for example using Python screen scraping techniques) or through automated web data collection solutions.
But what exactly is ‘screen scraping’?
All web data is presented through its front-end using visual or textual elements. In computer terminology, this is referred to as the GUI or Graphical User Interface. Some organizations may seek to capture images of effective competitor advertising campaigns while others focus on User Interface (UI) Quality Assurance (QA) – I will explore these use cases in detail in the following sections.
The difference between screen and web scraping
Screen scraping focuses primarily on gathering information as it appears to web users – whether it’s an advertisement, screen display, or investment chart. Web scraping encompasses collecting any publicly accessible web data regardless of whether it exists in the user interface front end. This can include publicly available code, backend site structure, conversion metrics, image alt text, and similar elements.
Uses of screen scraping
All companies strive to utilize the most effective web scraping tools available.
But what are some of the most prevalent business applications for screen scraping?
User Experience (UX) / User Interface (UI) Quality Assurance (QA)
Screen scraping is frequently employed by organizations to obtain real-time visibility into how their global users currently experience their applications and websites. A prime example involves UI/UX QA, where companies deploying new interfaces and designs need to verify that these elements are displaying and ‘appearing as intended’.
Ad placement verification
Marketing teams and advertising agencies face similar challenges. Many large organizations operate campaigns across different languages and countries, investing hundreds of thousands of dollars in copywriters, designers, and ad placement.
But are the advertisements displaying in the appropriate language with correct images for the intended audience?
Are target sites showing banners in prominent positions or are our ads appearing in the bottom-right corner where they will never generate clicks?
These critical questions are being answered through screen scraping, helping businesses save millions of dollars in wasted advertising expenditure.
Financial data trend analysis
Hedge funds, Venture Capitalists, and securities portfolio managers utilize screen scraping to stay ahead of financial trends, gain informational advantages, and generate profits for themselves and their clients.
They accomplish this by screen scraping:
- News articles displaying relevant information about companies and industries in their portfolios
- Stock trend/volume charts that help them understand current interest and historical patterns
- Collecting and analyzing publicly available company information such as SEC (U.S. Securities and Exchange Commission) and tax earning filings
Social media sentiment analysis
Social media sentiment is being utilized by businesses to better understand their customers’ preferences, needs, and challenges. Authentic discussions are occurring, investment advice is being shared, and products are being reviewed within the free market peer-to-peer economy. People express their ideas and thoughts through words, GIFs, images, emojis, and videos.
Understanding the value of comprehending the zeitgeist of people you wish to serve or compete with is increasingly important. The most effective way to access this insight is through targeted screen scraping campaigns.
eCommerce competitive market analysis
Shopping is fundamentally a visual activity.
- How are competitor listings being displayed?
- What types of images are they using (with or without people? Long or medium shots?)
- How are customers reviewing products? What star ratings are items receiving?
- Where are items positioned in marketplace-native search results?
Screen scraping helps digital vendors optimize their sales processes by using this data to make informed decisions about:
- Which new products to include in catalogs
- What price points convert with specific audiences
- Where to invest in expanded warehousing and distribution networks
Competitor site analysis
Companies are crawling, capturing, and analyzing competitor site structures to enhance, learn from, iterate, and improve their own digital experiences. Through screen scraping, they answer questions such as:
- What sections is my site missing?
- Is there valuable content for customers that competitors have but we lack?
- Does my competition offer a simpler/cleaner navigation experience?
GEO-specific search engine results
Monitor how search engines display results for key search queries in your target geographies. For instance, which ads, snippets, and results appear first in listings. This varies based on the query and user location, and understanding what target audiences see during their buying journey can be crucial for ‘engineering’ a more effective purchasing process.
Screen scraping automation
When seeking to automate your screen scraping operations, you want to utilize the #1 web data platform, Webparsers.
Webparsers offers tools such as the Web Scraper API that enable businesses to scrape target site screens with the click of a button. The advantage is that it’s a zero-code solution and can retrieve data in various formats (JSON, CSV, HTML, or Microsoft Excel).