1.5.
WEB ANALYTICS
Web analytics is the process of collecting, measuring, analyzing and reporting data
related to website usage and user behavior. This involves tracking, reviewing and reporting
data to measure web activity, including the use of a website and its components, such as
webpages, images and videos. Web analytics provides valuable information that helps
businesses and website and website owners optimize their online presence, improve user
experience, andachieve specific objectives.
Key Components ofWeb Analytics Include:
1. DataCollection: Web analytics tools collect data from website visitors through various
means, such as cookies, tracking codes, and log files. These tools record information
about user activities, including page views, clicks, time spent on pages, referral sources
and more.
2.
Data Measurement: Once data is collected, web analytics tools quantify and measure
Various metrics, such as the number of visitors, unique visitors, bounce rate (percentage
10 Analytics
conversiOn rates, and other
viewing only one page),
of uscrs who leave after
Cngagement metrics. trends, palterns
collected data to identify
Data Analysis: Web Analysts interpret the navigation paths, and
3. behavior. They analyze user flow,
and insights about user visitors engage with different part of the website.
interactions to understand how dashboards to present the analyzed
reports and
Reporting: Web analytics tools generate reports help website owners and
4. understandable format. These
data in a visually goals, and make data-driven
decisions.
stackholderstrack performance, set
Analytics
Users and Benefits of Web identify areas of the website that
Optimization: Web analytics helps
1. Performance user behavior and conversion funnels, businesses can
need improvement. By analyzing experience and increased conversions.
optimize their websites for better user valuable data about the
Web analytics provides,
2. Marketing Effectiveness: campaigns. Marketers can track the sources of website
effectiveness of marketing and assess the return on investment
clhannels
traffic, identify successful marketing
(ROI)of various marketing efforts.
Enhancement: Understanding user behaviour and preferences
3. User Experience design and navigation to better mect the needs
allows website owners to tailor content,
audience.
andexpectations of their target
Popular Web Analytics Tools
One of the most widely used web analytics tools, provided by
1. Google Analytics: to track and analyze website data.
Google. It offers a comprehensive set of features
2. Adobe Analytics: A robust analytics
platform that provides in-depth insights and
e-commerce websites.
reports for large enterprises and
(Formerly Piwik): An open-source web analytics platform that offers self
3. Matomo over their data.
hosted solutions, giving users more control
business strategy, helping organizations
Web analytics is an essential part of any online visitors, and achieve
presence, attract more
make informed decisions to improve their online
their goals.
KeyFeatures of Google Analytics
Javascript tracking code installed on website
1. Data Collection: Google Analytics uses a pageviews, events and more. lt can track
pages to collect data on user interactions,
comprehensive view of user behavior.
Visitorsacross sessions and devices, providing a
Real-time Reporting: Google Analytics offers real-time reporting, allowing users to
2. particularly useful for tracking the
monitor website activity as it happens. This feature is
immediate impact of marketing campaigns or events.
U'nderstanding Big Data
1.11
Andicnce Insights: Google Analytics provides valuable insights into the
audience. including demographics, interests, geographical location and website's
data helps businesses understand their target belhavior. This
audience better.
Basic Steps of Web Analytics Process
Drives Drives Developing
Collection Processing
of data into key Drives Formulating
of data
Drives information Drives performance online
indicators Drives strategy
Typically, Typically,
counts. ratios.
Counts and Online goals,
ratios infused
with business objectives, or
Basically, Data standards for
data becomes strategy. organization.
collection metrics.
Examples: Examples:
"Time stamp
Examples: Examples:
" Time of page " Conversion rate
" Referral URL " Bournce rate " Save money
" Query terms " Average order value " Make money
" Unique visitors . Task completion rate " Marketshare
Fig. 1.2.
1.12 CROWD
SOURCING ANALYTICS
Crowdsourcing analytics, also known as collaborative analytics or collective intelligence, i5 a
method of gathering and analyzing data by leveraging the collective knowledge, expertise, and
efforts of a diverse group of individuals or a crowd) Instead of relying solely on internal resources,
OTganiaions use crowdsourcing lo lap into alarger pool of people to generate insighis, solve
problems, and make data-driven decisions.Crowdsourcing analytics is particularly valuable when
dealing with complex or large-scale data analysis tasks. Here are some key aspects of
crowdsourcing analyties: )
22
Data Collection: Cowdsourcing analylics involves collecting dala fiom a wide rabge ol
Sources, incuding the crowd itsctf. This data can he in the form of survcy responses, usC
8eicrated content, sensor data, social media nosts imacs or any other data that the crowa can
contribute.
k. Diverse Perspectives: The power of eowdsourcing lics in the diversity of
perspectivcs and
CNpertise brought by the participants. The erowd may consist of individuals with diterent
Dackgrounds, experiences, and knowBdge, which can lcad to acomprchens1ve analysis and
uncover insights that may beOverlooked in a traditional,
homogenous leam.
3. Problem Solving and IdeaGeneration: Crowdsourcing analytics can be used to solvc
compiex
problems. generate innovative ideas, or explore new opportunities. Organizations can pose speciTIC
questions or challenges to the crowd and gather a wide range of responses and solutions.
4. Data Analysis and Processing: The crowd can be involved in data analysis tasks, such as
label1ng data for machine learning models, categorizing content, verifying information, r
iVentifying patterns and trends in large datasets.
3. Image and Audio Analysis:Crowdsourcing analytics is often used for tasks that require human
perceepion and judgment, such as image and audio analysis. The crowd can help annotate images,
transcribe audio, or identify objects in visual data.
6. Sentiment Analysis and MarketResearch: Crowdsourcing can be used to gather public
opinions, sentiments, and feedback_ on products, services, or events. This information can be
valuable for sentiment analysis and market research.
7. Quality Control and Validation: Crowdsourcing analytics can be used to yalidate data or
check the accuracy of results generated by automated algorithms or models. Multiple crowd
members can cross-check datato ensure high-quality outcomes.
8. Time and Cost Efficiency: Crowdsourcing analytics can be more cost-effective and faster than
relying solely on in-house resources. By engaging the crowd, organizations can quickly scale up
data analysis efforts without hiring additional staff.
9. Challenges of Crowdsourcing Analyties: While erowdsourcing analytics has numerous
benefits, it also presents some challenges. Ensuring data quality, managing bias, protecting user
privacy, and providing appropriate incentives to participants are critical considerations when
implementing crowdsourcing initiatives.
23
10. Platforms and Toois: Tlhere ane various crowdsourcing platforms and tools available that
facilitate the managcment and coordination of crowd-contributed data and tasks. These platforms
often include features for data collcction, task assignmcnt, quality control,and result aggregation.
In summary. crowdsourcing analytics harnesses the collective intelligence of a diverse group of
individuals to solve data-related challenges, analyze complex datasets, and generate valuable
insights. It complements traditional analytics approaches and can be a powerful tool for
organizations seeking innovative solutions and a deeper understanding of their data.
DATA ANALYSIS
Sentinent
Analysis
CROWDSOURCING PLATFORM
Survey Design Crowd Data Collection Text Mining
Engagemnent
DECISON MAKING
Marketing
Categorization Strategy Procuct
terabon
NTERNAL OATA
Features
Customer
Support Data
Product Design
Produot Reviews
