Web & Social Media Analytics Previous Year Question Paper.pdf

Copyright © 2024 Jayanti Rajdevendra Pande. All rights reserved.
RASHTRASANT TUKDOJI MAHARAJ NAGPUR UNIVERSITY
MBA
SEMESTER: 4
SPECIALIZATION
BUSINESS ANALYTICS
SUBJECT
WEB & SOCIAL MEDIA ANALYTICS
PREVIOUS YEAR QUESTION PAPER
SUMMER 2023
- By Jayanti R Pande

MBA 4TH SEMESTER SUMMER 2023
SPECIALIZATION : BUSINESS ANALYTICS
Time : 3 Hrs Max Marks : 80
Note: All questions are compulsory
All questions carry equal marks [ 16 marks each ]
Q1
A. Compare the features of Web Analytics 2.0 with Click Stream Analysis.
OR
B. What is four step approach that determines success of any website? Discuss in details.
Q2
A. Write a detailed note on 8 critical web metrics of web analytics
OR
B. Explain the process of generating best web analytics report.
Q3
A. What are various surveys and web enabled user research options?
OR
B. How can the testing and experimentation in web analytics help a web researcher? Explain
Q4
A. Elaborate the process of measuring new social web data challenges.
OR
B. Does Twitter offer extensive platform for promotion of other services or brands? Explain how one can measure the success of tweets posted
on Twitter?
Q5
A. Explain in detail about the following terms – Goal Completion, Goal Value & Goal Conversion Rate
OR
B. Describe how can one analyse affiliate marketing and customer loyalty using social media analytics tools?

Q1 A. Compare the features of Web Analytics 2.0 with Click Stream Analysis.
• Web Analytics 2.0 represents an advanced approach to understanding online user behaviour, emphasizing individual user insights
and predictive analytics to drive strategic decision-making and enhance user experience.
• Click Stream Analysis is a traditional method of analysing website data, focusing on tracking user interactions such as clicks and page
views to gain insights into user navigation patterns and website performance.
Feature Click Stream Analysis Web Analytics 2.0
1. Focus Tracks clicks and page views on websites.
Emphasizes understanding individual user
behavior and preferences.
2. Multi-Channel Analysis
Primarily analyzes data from website
interactions.
Analyzes user interactions across various channels
to optimize user experience.
3. Data Integration Generally limited to website analytics data.
Integrates data from diverse sources for a
comprehensive view.
4. Insights Depth
Provides insights into user navigation
patterns on the website.
Offers insights into cross-channel behavior,
demographics, and engagement patterns for
deeper understanding.
5. Predictive Analytics
Typically lacks predictive analytics
capabilities.
Utilizes predictive analytics techniques to forecast
trends and optimize strategies.
6. Decision-making
Aids in understanding website performance
but lacks predictive capabilities for future
strategies.
Facilitates data-driven decision-making by
predicting user behavior and identifying
opportunities.
7. Comprehensive Approach
Focuses on website interactions without
considering broader user behavior.
Takes a holistic approach by integrating various
data sources and predicting future trends for
informed decision-making.

Q1 B. What is four step approach that determines success of any website? Discuss in details.
FOUR STEP APPROACH FOR WEBSITE SUCCESS
Clarify Objectives
and Understand
the Audience
Develop User-
Centric
Experiences
Implement
Effective Marketing
Strategies
Monitor and
Optimize
Continuously
FOUR STEP APPROACH FOR WEBSITE SUCCESS

1.Clarify Objectives and Understand the Audience: Start by clearly outlining the website's goals and identifying the target
audience. This involves gaining insights into their needs, preferences, and expectations. By defining clear objectives and
understanding the audience, organizations can tailor the website's design, content, and functionality to meet their specific
requirements effectively.
2.Develop User-Centric Experiences: Create a comprehensive plan for the website's structure, layout, and user interface.
Emphasize the creation of intuitive navigation, visually appealing design elements, and engaging content that resonates with the
target audience. Prioritize usability, accessibility, and responsiveness to ensure a seamless user experience across various
devices.
3.Implement Effective Marketing Strategies: Devise and execute marketing strategies aimed at driving traffic to the website. This
may involve utilizing search engine optimization (SEO) techniques, social media marketing campaigns, content marketing efforts,
and online advertising initiatives. By promoting the website effectively, organizations can attract the desired audience and
enhance its visibility in the digital landscape.
4.Monitor and Optimize Continuously: Regularly monitor and analyze the website's performance using web analytics tools. Keep
track of key metrics such as website traffic, conversion rates, bounce rates, and user engagement metrics. Utilize the insights
gained from analytics to make data-driven optimizations, improve the user experience, and align the website's performance with
its objectives. Continuous monitoring and optimization ensure that the website remains relevant, effective, and aligned with
evolving audience needs and market trends.
By following this four-step approach, organizations can lay the groundwork for the success of their websites. It involves strategic
planning, user-centric design, proactive marketing efforts, and ongoing refinement based on performance insights.

Q2 A. Write a detailed note on 8 critical web metrics of web analytics
WEB METRICS
• Web metrics refer to quantitative measurements and data points used to assess various aspects of a website's performance and user
interactions.
• It provides insights into its effectiveness, audience engagement, and overall success in achieving organizational objectives.
EIGHT CRITICAL WEB METRICS OF WEB ANALYTICS
8
Return on
Investment
7
Exit Pages
6
Traffic
Sources
5
Average
Session
Duration
4
Conversion
Rate
3
Bounce
Rate
2
Page
views
1
Visitors

1.Visitors: This metric measures the number of unique individuals who visit your website within a specific timeframe.
Understanding visitor counts helps organizations gauge the reach and popularity of their website. By tracking this metric
over time, businesses can assess the effectiveness of marketing campaigns, content strategies, and overall website visibility.
2.Page views: Page views indicate the total number of times a particular page on the website has been viewed by visitors. It
provides insights into which pages are the most popular or frequently accessed. Organizations can use pageview data to
evaluate the performance of individual pages, identify content preferences, and optimize website navigation and layout.
3.Bounce Rate: The bounce rate represents the percentage of visitors who navigate away from the website after viewing
only one page. A high bounce rate may indicate that visitors are not finding the content relevant or engaging, leading to
immediate exits. Conversely, a low bounce rate suggests that visitors are exploring the website further. Analyzing bounce
rates can help organizations identify areas for improvement in content quality, relevance, and user experience.
4.Conversion Rate: Conversion rate tracks the percentage of website visitors who complete a desired action or goal, such as
making a purchase, signing up for a newsletter, or filling out a contact form. It serves as a key indicator of the website's
effectiveness in driving desired outcomes. By monitoring conversion rates, organizations can evaluate the performance of
marketing campaigns, optimize conversion funnels, and identify barriers to conversion.

5. Average Session Duration: This metric measures the average amount of time visitors spend on the website during a
single session. It reflects the level of engagement and interest in the website's content. A higher average session
duration indicates that visitors are spending more time exploring the website, consuming content, and potentially
converting. Organizations can use this metric to assess content effectiveness, user engagement, and overall website
stickiness.
6. Traffic Sources: Traffic sources reveal where website visitors are originating from, such as search engines, social media
platforms, referral websites, or direct visits. Understanding traffic sources helps organizations identify which marketing
channels are driving the most traffic to the website. By analyzing traffic sources, businesses can allocate resources
effectively, optimize marketing efforts, and enhance acquisition strategies to attract high-quality traffic.
7. Exit Pages: Exit pages are the last pages visitors view before leaving the website. Analyzing exit pages can provide
insights into potential friction points, usability issues, or areas where visitors are experiencing difficulties. By identifying
exit pages with high exit rates, organizations can focus on improving content relevance, navigation paths, and calls-to-
action to encourage visitors to stay longer or continue their journey on the website.
8. Return on Investment (ROI): ROI measures the profitability and value generated from the website activities. It involves
comparing the costs associated with running and optimizing the website against the revenue or other desired
outcomes, such as lead generation, customer acquisition, or brand awareness. By calculating ROI, organizations can
assess the effectiveness of their website investments, prioritize resource allocation, and optimize strategies to
maximize returns.

Q2 B. Explain the process of generating best web analytics report.
PROCESS OF GENERATING BEST WEB ANALYTICS REPORT
1.Define Objectives: Clearly outline goals and target audience.
2.Select Relevant Metrics: Choose metrics aligning with objectives.
3.Gather Data: Collect accurate and relevant data.
4.Organize Data: Structure data logically for easy understanding.
5.Analyze Trends: Identify patterns and insights in the data.
6.Create Visualizations: Develop charts and graphs for clarity.
7.Provide Context: Explain data implications and recommendations.
8.Include Actionable Insights: Highlight strategies for improvement.
9.Review and Refine: Ensure accuracy and relevance through feedback.

1.Define Objectives: Clearly outline the goals of the report and identify the target audience to ensure the analysis meets their needs.
2.Select Relevant Metrics: Choose metrics that align with the defined objectives and provide insights into the performance of the website
or digital platform.
3.Gather Data: Collect accurate and relevant data from various sources, such as website analytics tools, CRM systems, or marketing
platforms.
4.Organize Data: Structure the data in a logical manner to facilitate analysis and interpretation. This may involve categorizing data by time
period, user demographics, or website sections.
5.Analyze Trends: Identify patterns, trends, and correlations within the data to uncover insights about user behavior, website
performance, and campaign effectiveness.
6.Create Visualizations: Develop visual representations of the data, such as charts, graphs, or dashboards, to make complex information
easier to understand and interpret.
7.Provide Context: Offer explanations and context for the data findings, including factors that may have influenced the results and
implications for future actions.
8.Include Actionable Insights: Highlight actionable recommendations based on the data analysis, such as optimization opportunities,
marketing strategies, or website improvements.
9.Review and Refine: Review the report for accuracy, clarity, and relevance, and incorporate feedback from stakeholders to refine the
analysis and ensure it meets the intended objectives.

Q3 A. What are various surveys and web enabled user research options?
SURVEYS AND WEB-ENABLED USER RESEARCH are methods used to collect data on user preferences, attitudes, and
behaviors regarding websites or digital products.
Surveys involve asking participants questions, while web-enabled research utilizes online tools like questionnaires, diaries, and
interviews to gather insights from users.
SURVEYS AND WEB-ENABLED USER RESEARCH OPTIONS
 Surveys: Present participants with questions to gather data on demographics, behavior, attitudes, or opinions. Can be
conducted online, via email, or through pop-up surveys, allowing for quick data collection from a diverse audience. Eg
Survey Monkey, Typeform etc.
 Questionnaires: Similar to surveys but more focused and targeted, consisting of predefined questions with structured
response options. Useful for gathering specific data on user preferences, satisfaction levels, or aspects of the user
experience. Eg Google Forms
 Online Research Tools: Offer various options for collecting qualitative data from users, including online diaries, focus
groups, or asynchronous interviews. Provide flexibility and convenience for participants and researchers, enabling in-depth
insights into user experiences. Eg UserTesting or Qualtrics

Q3 B. How can the testing and experimentation in web analytics help a web researcher? Explain
Testing and experimentation in web analytics can greatly assist a web researcher in several ways:
SIGNIFICANCE OF TESTING & EXPERIMENTATION FOR WEB RESEARCHER
1.Data-Driven Decisions: Testing allows researchers to gather empirical data on how different variations of a website or digital
product perform. By analysing the results of these tests, researchers can make informed decisions about which design
elements, features, or strategies are most effective in achieving their goals.
2.Optimization: Experimentation enables researchers to systematically test hypotheses and make iterative improvements to
the website or digital product. By continuously testing and refining different elements, researchers can optimize the user
experience, increasing engagement, conversions, and overall satisfaction.
3.Identification of Opportunities: Testing and experimentation help researchers identify areas for improvement or
opportunities for innovation. By analysing test results and user feedback, researchers can uncover insights into user
behaviour, preferences, and pain points, guiding the development of new features or enhancements.
4.Risk Mitigation: Testing allows researchers to assess the potential impact of changes before fully implementing them. By
testing variations in a controlled environment, researchers can mitigate the risk of negative consequences and ensure that
changes positively impact user experience and performance.
5.Validation of Hypotheses: Experimentation enables researchers to validate hypotheses and assumptions about user
behaviour or the effectiveness of certain strategies. By systematically testing different hypotheses, researchers can gain a
deeper understanding of user preferences and behaviors, helping to refine their research questions and hypotheses.

Q4 A. Elaborate the process of measuring new social web data challenges.
PROCESS OF MEASURING NEW SOCIAL WEB DATA CHALLENGES
1. Identifying Key Challenges: Begin by identifying and categorizing the primary challenges associated with measuring social web
data. These challenges may include data volume, variety, real-time analysis, data noise, and privacy concerns.
2. Defining Objectives: Clearly define the objectives of measuring social web data challenges. Determine what insights you aim to
derive from the data and how they will contribute to organizational goals such as improving marketing strategies, enhancing
customer engagement, or monitoring brand sentiment.
3. Selecting Metrics and Tools: Choose appropriate metrics and tools for measuring social web data challenges. Metrics may include
the volume of data generated, sentiment analysis, engagement rates, reach, and influence. Select tools such as social media
monitoring platforms, sentiment analysis tools, and data visualization software to collect, analyze, and interpret the data
effectively.
4. Data Collection and Processing: Implement strategies for collecting and processing social web data. Utilize APIs provided by social
media platforms to access data streams or leverage web scraping techniques to gather relevant information from online sources.
Develop data processing pipelines to clean, filter, and structure the data for analysis.
5. Analysis and Interpretation: Analyze the collected data to identify patterns, trends, and insights related to the identified
challenges. Use statistical analysis, natural language processing, and machine learning techniques to derive meaningful insights
from the data. Interpret the findings in the context of the defined objectives and organizational goals.
6. Actionable Insights and Recommendations: Translate the insights gleaned from the analysis into actionable recommendations for
decision-makers. Provide recommendations for addressing the identified challenges, optimizing social media strategies, and
improving overall performance based on the data-driven insights.
7. Continuous Monitoring and Optimization: Establish processes for ongoing monitoring and optimization of social web data
measurement efforts. Continuously track relevant metrics, reassess objectives and methodologies as needed, and iterate on
strategies to adapt to evolving challenges and opportunities in the social media landscape.

Q4 B. Does Twitter offer extensive platform for promotion of other services or brands? Explain how one can measure the
success of tweets posted on Twitter?
Twitter offers an extensive platform for the promotion of other services or brands through various features such as
sponsored tweets, promoted accounts, and promoted trends. These promotional tools allow businesses to target specific
demographics, increase brand visibility, and drive engagement with their products or services.
The success of tweets posted on Twitter can be measured through several key metrics:
 Engagement Metrics: This includes metrics such as likes, retweets, replies, and clicks on links included in the tweets.
Higher engagement indicates that the tweet resonated with the audience and prompted them to take action.
 Reach and Impressions: These metrics measure the number of users who saw the tweet (impressions) and the potential
audience size reached by the tweet (reach). A high number of impressions and reach suggest that the tweet reached a
wide audience, increasing brand exposure.
 Follower Growth: Monitoring the growth of followers following the posting of tweets can indicate the effectiveness of the
content in attracting new followers and expanding the audience reach.
 Conversion Metrics: Tracking conversions such as website visits, sign-ups, purchases, or other desired actions resulting
from the tweet can directly measure its impact on driving business objectives.
 Sentiment Analysis: Analyzing the sentiment of user responses to the tweet (positive, negative, or neutral) can provide
insights into audience perception and sentiment towards the brand or service promoted in the tweet.
 Hashtag Performance: Evaluating the performance of hashtags used in the tweet, including the number of times they
were used, trending status, and engagement generated, can indicate the effectiveness of the tweet in creating buzz and
fostering conversation around the promoted service or brand.

Q5 A. Explain in detail about the following terms – Goal Completion, Goal Value & Goal Conversion Rate
GOAL COMPLETION
• Goal completion refers to achieving specific objectives or actions on a website that align with its purpose.
• For instance, on an e-commerce site, a goal completion could be when a customer successfully completes a purchase
transaction by adding items to their cart, providing shipping and payment information, and confirming the order.
• It signifies the successful accomplishment of a desired action by the user.
GOAL VALUE
• Goal Value refers to the quantifiable worth assigned to each goal completion, allowing organizations to assess the
monetary impact of achieving specific objectives on their website.
• For instance, on an e-commerce platform, the goal value could be the total revenue generated from a completed
purchase transaction.
GOAL CONVERSION RATE
• Goal Conversion Rate measures the percentage of website visitors who successfully complete a specific goal, indicating
the effectiveness of the website in driving desired actions or conversions.
• A higher goal conversion rate signifies a higher percentage of visitors taking the desired action. For example, if a
website has 1,000 visitors in a month and 100 of them complete a goal, the goal conversion rate would be 10%.

Q5 B. Describe how can one analyse affiliate marketing and customer loyalty using social media analytics tools?
ANALYSING AFFILIATE MARKETING WITH SOCIAL MEDIA ANALYTICS TOOLS
1.Tracking Referral Traffic: Social media analytics tools can track the referral traffic generated from affiliate links shared on
various social media platforms. By analyzing click-through rates, conversions, and engagement metrics, businesses can assess
the effectiveness of different affiliate marketing campaigns.
Example: Google Analytics provides insights into referral traffic sources, allowing businesses to identify which social media
platforms drive the most traffic and conversions from affiliate links.
2.Monitoring Affiliate Engagement: Social media analytics tools enable businesses to monitor affiliate engagement metrics
such as shares, likes, comments, and mentions. Analyzing these metrics helps evaluate the reach and impact of affiliate-
generated content on social media.
Example: Tools like Sprout Social or Hootsuite offer features to track social media engagement, allowing businesses to identify
high-performing affiliates and content strategies.
3.Attribution Analysis: Social media analytics tools can facilitate attribution analysis to determine the contribution of each
social media channel or affiliate to the overall conversion process. This helps businesses understand the role of social media in
driving affiliate sales and optimize their marketing strategies accordingly.
Example: Multi-channel attribution models in platforms like Adobe Analytics or HubSpot provide insights into the customer
journey across social media channels and affiliate touchpoints, helping businesses allocate marketing budgets effectively.

ANALYSING CUSTOMER LOYALTY WITH SOCIAL MEDIA ANALYTICS TOOLS
1.Sentiment Analysis: Social media analytics tools can perform sentiment analysis to gauge customer sentiment towards
the brand, products, or services. By analysing social media mentions, comments, and reviews, businesses can assess
customer satisfaction and loyalty levels.
Example: Tools like Brandwatch or Sprout Social offer sentiment analysis features to categorize social media mentions as
positive, negative, or neutral, providing insights into customer sentiment trends over time.
2.Customer Engagement Metrics: Social media analytics tools track customer engagement metrics such as likes, shares,
comments, and mentions across social media platforms. Analysing these metrics helps businesses measure the level of
customer engagement and identify loyal brand advocates.
Example: Platforms like Buffer or Sprout Social provide detailed analytics reports on social media engagement metrics,
allowing businesses to identify top-engaged customers and nurture relationships with them.
3.Influencer Impact: Social media analytics tools can assess the impact of influencers on customer loyalty by tracking
metrics such as influencer reach, engagement rates, and the sentiment of content shared by influencers. Analysing
influencer collaborations helps businesses understand their impact on customer loyalty and brand perception.
Example: Influencer marketing platforms like Traackr or AspireIQ provide analytics on influencer performance and ROI,
allowing businesses to evaluate the effectiveness of influencer partnerships in driving customer loyalty.

Copyright © 2024 Jayanti Rajdevendra Pande.
All rights reserved.
This content may be printed for personal use only. It may not be copied, distributed, or used for any other
purpose without the express written permission of the copyright owner.
This content is protected by copyright law. Any unauthorized use of the content may violate copyright laws and
other applicable laws.
For any further queries contact on email: jayantipande17@gmail.com

Web & Social Media Analytics Previous Year Question Paper.pdf

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