The document presents an overview of web analytics, its importance, and key concepts such as data collection and analysis of visitor behavior. It distinguishes web analytics from data mining, emphasizing the role of key performance indicators in understanding engagement and optimizing user experiences. The presentation aims to highlight methods for effectively utilizing web analytics to achieve business objectives.

1. Web AnalyticsCONCEPTS & THEORIESMKTG*6226 //CLASS LEADERSHIP PRESENTATION // MATT CASS

2. agenda introduction to web analyticswhy it’s importantbasic concepts & termsweb analytics vs. data miningfocus: analyzing engagementoutput: presentation mattersweb analytics in practice

3. what is web analytics?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 an understanding of the visitor experience onlinegoal:identify and target responsive customers

4. why it’s important

7. basic concepts & termson-siteoff-sitepage viewsconversion & abandonment rateloyaltyfrequency recencyself-reporttransaction historyonline behaviour outside of your sitebuzz general page tagging

8. cookies

9. geolocation

10. sentiment analysisengagementsource: Forrester Research

11. web analytics vs. data miningdata miningidentifying patterns and correlations within databasese.g. social network analysisdata gathering vs. data mining

12. data presentationknow your audience!dashboard visual summary of informationpersonaprototypical user characteristicskey performance indicatorsratios, percentages, averagesreports any combination of the above

13. web analytics in practicedefine your key performance indicatorstie them to your business objectivespresent your data in a meaningful wayknow your audienceuse web analytics as a learning tooltargeting and optimizingmake your “other media” more social

14. thank you twitter: @mattPROv1facebook: Social Media Marketing Research – Week 6

15. basic concepts & termshitsan action on a website, e.g. user views a page or downloads a filepage viewsactual visitor views or requests for informationvisitsunit of activity on a website unique visitorsnumber of visitors in a given timeframe unique identified visitorsunique visitor that can be tied to specific personal information

16. conversion funnel

17. dashboard

18. key performance indicators

19. key performance indicators

20. engagement frameworksource: Forrester Research