an overview of data analytics techniques and technologies that is necessary for any digital marketer. for more information about digital marketing please contact: mnabizadeh@aut.ac.ir

1. OVERVIEW OF
WEB ANALYTICS
Based on the book: Web Analytics Demystified by Eric T. Peterson
Presented by: Masih Nabizadeh

2. WHAT IS
WEB ANALYTICS?
• Web analytics can have a wide variety of
definitions but is ultimately focused on a single
goal: “ Understanding the online experience
such that it can be improved. “
• Web analytics is the assessment of a variety of
data, including Web traffic , web-based
transactions, web server performance usability
studies, user submitted information and related
sources to help create a generalized
understanding of the visitor experience online.

3. Techniques & technologies
used in web analytics
• Web Traffic Data
• Web Transaction Data
• Web Server Performance Data

4. Techniques & technologies
used in web analytics
• Web Traffic Data
- Most popular source
- Is informed by an application making a record of
the request for information being received.
• Web Transaction Data
• Web Server Performance Data

5. Techniques & technologies
used in web analytics
• Web Traffic Data
• Web Transaction Data
- These data points such as number of customers,
number of orders and average size of transactions
should be available to the web analytics process.
• Web Server Performance Data

6. Techniques & technologies
used in web analytics
• Web Traffic Data
• Web Transaction Data
• Web Server Performance Data
- The effect of technology lag on visitor experience
can be examined within the context of web
performance data.

7. 10-second rule
• One tenth of the second id the limit for a user to feel that
a system is responding immediately when engaged in a
task
• One second id the limit for a user’s flow to remain
uninterrupted, allowing them to notice a delay but not
losing the feeling of direct connection with the task.
• Ten second is the upper limit for keeping users focused
on a single task. When faced with delays of ten seconds
or longer, users have a tendency to engage in side task
or become frustrated with the lack of system response.

8. Web Server Performance Data
• One of the key factors to consider when
analyzing the visitor experience on your website
is “how long do your pages take to download?”
since the answer is different for different types of
connections, you need to take this one step
further and ask “ How do our visitors connect to
our web site?”

9. Examining PageWeights
You make the
user wait long
periods
user is more likely
to abandon the
process

10. User submitted information &
related sources
The value of user survey and polling to the web
analytics process is the ability to collect more than
just raw data ; you are actually able to collect user
opinions and feedback.

11. IntegratedForms-based Data
Segment your visitors

12. Continuous Improvement
Process
Measure
change
Verifyanalyze
Define