ODDC at ICTD2013 - Research methods discussion - Web Analytics

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At ICTD2013 the Exploring the Emerging Impacts of Open Data in Developing Countries (ODDC) network discussed different methods for open data research.

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ODDC at ICTD2013 - Research methods discussion - Web Analytics

  1. 1. Open Data in Developing Countries: Web Analytics Leonida Mutuku ICTD 2013, Cape Town
  2. 2. What is Web Analytics Process of measuring web traffic on websites. Process of measuring how effective your website is.
  3. 3. Dashboard Analysis •  Analysis conducted on datasets drawn from dashboards of six open data applications and the Kenya open data portal. •  Aim to understand the initial usage patterns of the platforms, which then could be monitored over the duration of research. •  Methodology supplemented by qualitative research methods.
  4. 4. Two Approaches used: •  Quantitative Analysis •  Qualitative Analysis
  5. 5. Quantitative Analysis •  •  •  •  •  Page Views Unique Visitors and return visitors Most popular pages Duration of visits Number of Downloads
  6. 6. Qualitative Analysis •  Content Analysis •  Comments and Queries (Audience Analysis) •  User Experience –number of clickthroughs
  7. 7. Why Web Analytics •  Open Data is primarily displayed on websites/apps. •  Critical to understand who is using the data and what content is useful on the website. •  Necessary for market research and advertising strategies •  Promoting or curating content based on these analytics •  Improving user experience on your site.
  8. 8. Case Study: Kenya Open Data Initiative
  9. 9. Visitors Overview - Google Analytics Page 1 of 4 monalask@gmail.com http://opendata.go.ke - http://opendat... opendata.go.ke [DEFAULT] Home Standard Reporting Save As BETA Sign out Help Jun 1, 2012- Jul 31, 2012 Compare to: Nov 1, 2011- Dec 31, 2011 Email Audience Overview My Account Admin Custom Reporting Visitors Overview Advanced Segments Settings Export Add to Dashboard change in % of visits: +0.00% Demographics Overview Language Location Visits vs. Select a metric Hourly Day Week Month Behavior Visits (Jun 1, 2012 - Jul 31, 2012) Technology Visits (Nov 1, 2011 - Dec 31, 2011) Mobile Custom Visitors Flow Advertising Traffic Sources Content 17,113 people visited this site Conversions Help Visits: 68.31% The Visitors Overview Report 23,532 vs 13,981 Comparing Metrics Using the Interactive Table Unique Visitors: 72.27% Common Report Controls Video: Add Advanced Segments Find Your Old Reports in the New Interface Help center Search help center 17,113 vs 9,934 Pageviews: 39.14% 82,234 vs 59,102 G Pages / Visit: -17.33% https://www.google.com/analytics/web/?pli=1 67.53% New Visitor 15,892 Visits 8/29/2012
  10. 10. Visitors Overview - Google Analytics Page 2 of 4 3.49 vs 4.23 32.47% Returning Visitor 7,640 Visits Avg. Visit Duration: -13.62% 00:04:11 vs 00:04:51 Bounce Rate: 3.84% 41.40% vs 39.87% % New Visits: -1.21% 67.47% vs 68.29% https://www.google.com/analytics/web/?pli=1 8/29/2012
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