This document summarizes a presentation on web analytics for open data applications in developing countries. It discusses how web analytics can be used to analyze usage patterns on open data platforms and understand who is accessing the data and what content is most useful. The case study then analyzes web analytics data from the Kenya Open Data Initiative website between June-July 2012 and November-December 2011, finding increases in visits, unique visitors, and pageviews of 68%, 72%, and 39% respectively. However, pages per visit and average visit duration decreased in that same period.

1. Open Data in Developing Countries:
Web Analytics
Leonida Mutuku
ICTD 2013, Cape Town

2. What is Web Analytics
Process of measuring web traffic on
websites.
Process of measuring how effective your
website is.

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. Two Approaches used:
• Quantitative Analysis
• Qualitative Analysis

5. Quantitative Analysis
•
•
•
•
•
Page Views
Unique Visitors and return visitors
Most popular pages
Duration of visits
Number of Downloads

6. Qualitative Analysis
• Content Analysis
• Comments and Queries (Audience
Analysis)
• User Experience –number of clickthroughs

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. Case Study:
Kenya Open Data Initiative

10. Visitors Overview - Google Analytics
Page 1 of 4
monalask@gmail.com
http://opendata.go.ke - http://opendat...
opendata.go.ke [DEFAULT]
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Standard Reporting
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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

11. 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