Topic Modeling for Learning Analytics Researchers LAK15 Tutorial
Topic 1 Introduction to web analytics
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Transcript of Topic 1 Introduction to web analytics
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• Able to connect and browse the internet via:
– PC, laptop, smart phone & tablet
• Spoken and written command of English language
• Basic Mathematics i.e. percentages, ratios
• Basic Finance i.e. cost, revenue, profit, RoI, etc.
Prior Knowledge
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Good to have general awareness of:
– Online websites & Ecommerce
– JavaScript & basic scripting language
Prior Knowledge
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Introduction to Web Analytics
INDEX
Strategy & Implementation
Measurement Model & KPIs
Data Coverage & Capture
Data Accuracy
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Data Integration
INDEX
Reporting & Analysis
Interpretation of Reports / Analysis
Challenges & Opportunities
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Topic 1
INTRODUCTION TO
WEB ANALYTICS
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What is Web Analytics?
Why is it Useful?
Who uses Web Analytics?
TOPIC 1
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Opening Example
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Where do your visitors come
from?
Why are they visiting
your website?
What did they do on
your website?
Why are they leaving?
What did they
think of your
product or
site?
Would they
come back
again?Did they browse
or purchase?
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To measure actions to
understand business
performance
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But when do these interactions
happen?
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… before they reach your
website
PRE-SITE
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… on your website
ON SITE
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… after they leave your
website
POST SITE
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So when do these interactions
happen?
PRE-SITE ON SITE POST SITE
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- Did we attract the right visitors?
- What were they interested in?
- Would they return again?
Questions to Consider
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PRE-SITE
Search Engine Based
Tracking of Visitors
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ON SITE
Server Logs
or
Analytics Tools
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POST SITE
Analytics Tools,
Cookie Tracking,
Email Communication
etc.
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Why stitch all this information
together?
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By measuring the health of
your online business,
you gain insights for
improvement!
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Web Analytics is the science and art of
data collection, analysis and interpretation
into insights for achieving online business goals
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How did people
learn about or
reach your site?
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AWARENESS COMPARISON PURCHASE
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Who are your
customers?
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Essential building blocks
of a business strategy –
online or offline!
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What is Web Analytics?
Why is it Useful?
Who uses Web Analytics?
TOPIC 1
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OFFLINE ONLINE
Ongoing marketing
spends based on
aggregate level
information
Marketing spends
tracked on hourly
basis & changed
according to trends
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OFFLINE ONLINE
Low visibility on
progress
Instant understanding
Of audience reach
and interest
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OFFLINE ONLINE
Success determined
by peer review and
perceptions
Quantitative ROI
of campaigns
known
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- Measures fast, in real-time
- Allows experimentation
- Identify true ROI
If we were in the online space …
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What is Web Analytics?
Why is it Useful?
Who uses Web Analytics?
TOPIC 1
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CUSTOMER
SUPPORT
OFFLINE
STORES
SALES &
MARKETINGIT
OPERATIONS PURCHASING
SENIOR
MANAGEMENTFINANCE
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Think about it!
Are you able to name one
Business Metric or Indicator
relevant to each function?
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CUSTOMER
SUPPORT
OFFLINE
STORES
SALES &
MARKETINGIT
OPERATIONS PURCHASING
SENIOR
MANAGEMENTFINANCE
Satisfaction
Revenue
& Brand
Online Data
Website ROI
Order Fallout
Budgeting
Inventory
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Insights from Web Analytics
will be relevant across all
business functions!
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RECAP
Analyzes website data of users
Uses different analytic tools
Benefits businesses
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Thank You