WEBD122Midterm_Hicks.Crystal

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WEBD122 – Introduction to Web Analytics Mid-Term Project Assignment Student Answer Sheet WEBD122 – Introduction to Web Analytics Student Name: Your full name here Student ID: Student ID here Class: Instructions: For your Mid-Term Assignment, you are to complete the following five (5) questions . You must use this document to answer all the proposed questions and submit them when completed. Each question requires no less than 150 words to answer . You may use outside sources or any of the mentioned books found in the APUS library or the materials posted in your classroom; you may find these most helpful. Please, use APA-style references and in-text citations in support of your answers. Please do not use quotes of any sort in your answer, paraphrase your answer of what the author is trying to say, then cite. (See the grading rubric at the end of the document) 1. Consider what you have read in the articles and in the lesson materials so far. You have learned that web analytics requires actionable metrics. (In your own words not copied from the book or a reference) analyze what you have read and give examples in your answer with explanations. (20 Points) Your Question: What are the five (5) Actionable insights you learned in Lesson One reading? For each of the actionable Insights you list, describe in a sentence or two what each means. Student Answer: (your answer goes here) 1. Customer Segmentation:  Understanding customer segments based on demographics, behavior, or preferences allows businesses to tailor marketing strategies, products, and services to specific groups, maximizing relevance and engagement. 2. Conversion Funnel Analysis:  Examining the steps customers take from initial interaction to conversion identifies potential bottlenecks or drop-off points, enabling businesses to streamline the user journey for improved conversion rates. 3. Website Traffic Sources:  Analyzing the sources of website traffic (e.g., organic search, social media, referrals) provides insights into effective marketing channels, helping businesses allocate resources strategically to boost traffic and conversions. 4. User Engagement Metrics:  Metrics such as time spent on a website, page views, or click-through rates offer insights into user engagement. Understanding how visitors interact with content helps optimize website design and content for a more engaging user experience. 5. Product Performance Analysis:  Evaluating the performance of products or services through sales data, customer COPYRIGHT 2023 APUS, ALL RIGHTS RESERVED

feedback, and return rates allows businesses to identify top-performing products, refine offerings, and address any issues, ultimately improving overall product strategy. 2. Selecting the right analytics tool is an important process in web analytics and for the organization that will be using the metrics to base business decisions and strategies. It is also strategically important for a company to hire an experienced web analytics professional to make sense of the data collected. (20 Points) Your Question: In Week 2 you explored the 10/90 Rule of Avinash Kaushik. What are some of the pros and cons of using this 10/90 Rule? Describe in your answer why this rule may or may not work for many small to medium companies. Student Answer: (your answer goes here) The 10/90 Rule, where you spend 10% on tools and 90% on the people using them, has its perks and quirks. On the bright side, investing in your team's skills and expertise is like turbocharging your toolkit – you get maximum bang for your buck. It boosts efficiency, innovation, and adaptability, turning your crew into digital ninjas. But, it's not all sunshine and rainbows. For small to medium-sized companies, the budget dance can be tricky. While the concept is gold, some might struggle to allocate that 90% without feeling a pinch. Plus, finding the right talent ain't always a walk in the park. It's like trying to assemble the Avengers of the digital world. So, while the 10/90 Rule is a game-changer, it might need a bit of tweaking for the smaller players juggling budget constraints and the quest for top- notch talent. 3. With the many advancements in mobile and web technologies, users are accessing the web at an alarming rate to conduct business and shop. Many organizations have adopted mobile versions of their company websites to cater to these mobile users, and to make their web experience on the mobile device user friendly. Please answer the question below. (20 Points) Your Question: Research and describe how Google Analytics tracks mobile users. Additionally, describe why a company should use web analytics or digital analytics to track visitors and customers using mobile devices. Student Answer: (your answer goes here) Google Analytics keeps tabs on mobile users by collecting data on how people interact with websites COPYRIGHT 2023 APUS, ALL RIGHTS RESERVED

via mobile devices. It tracks stuff like page views, clicks, and even the type of device used. Now, why should a company bother with this digital detective work? Well, mobile is where the action is – everyone's got a smartphone glued to their hand. By using web or digital analytics, a company gets the lowdown on what mobile users are up to on their site. It's like a roadmap for improving user experience. You figure out what's working, what's not, and how to make your mobile site a smooth, user-friendly joyride. Plus, it helps you tailor your content and marketing strategies for the mobile crowd. So, if you want to stay ahead in the online game, keeping an eye on mobile users through web analytics is like having a secret weapon in your digital toolkit. 4. Search engines are constantly changing their algorithms forcing you the analysts to face an uphill battle in keeping your site optimally indexed. (20 Points) Your Question: Research and describe how Google Analytics manages its Search Engine algorithms. Please also describe what steps you can take to meet these for a company. Student Answer: (your answer goes here) Google Analytics doesn't manage search engine algorithms; that's more Google Search's territory. Google Analytics is more about tracking and analyzing website data. Now, when it comes to Google Search algorithms, they're like the secret sauce determining what shows up when you hit that search button. To meet these algorithms for your company, start with killer content. Google loves fresh, relevant stuff, so keep your website updated and useful. Make friends with keywords – sprinkle them naturally in your content, so Google knows what you're all about. Improve your website speed; nobody likes waiting, not even Google. Mobile-friendliness is a big deal too because, let's face it, we're all glued to our phones. And don't forget backlinks – they're like the thumbs-up from the internet community. So, create awesome content, play nice with keywords, speed up your site, be mobile- friendly, and make friends in the digital world. Google will notice, and that's like winning the online popularity contest. 5. In Week 2 Learning materials you read and explored “Quantitative Analysis – Components of Successful Web Analytics Strategy” Customer Behaviors. (20 Points) Your Question: Explain why customer behaviors are one of the hardest to understand in web analytics. Describe some of the factors mentioned about fickle customers and the changing of their minds. Be sure to answer both questions. Student Answer: (your answer goes here) Figuring out what customers are up to in web analytics is like trying to catch a bunch of fireflies – tricky! You've got customers going through a maze of decisions online, bouncing between websites, social media, and who knows what else. And just when you think you've got it figured out, they switch devices or do something totally unexpected. It's like a digital rollercoaster with users having super short COPYRIGHT 2023 APUS, ALL RIGHTS RESERVED

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attention spans. Trends? They change faster than the latest viral meme. And everyone wants their own special online experience, making it a real puzzle to analyze. Plus, external stuff like world events or economic shifts can throw a curveball into the mix. To tackle this wild ride, businesses need fancy analytics tools, a radar for trends, and a commitment to staying on top of the ever-changing online game, helping them make sense of the unpredictable world of web customer behaviors. NOTE: Please, rename this document as “webd122midterm_lastname,firstname”, and upload it for grading. Looking forward to your replies, Good Luck Mid-Term Grading Rubric all answers require 150 words or more to answer. Question Points Q1: Student described the importance of Web Analytics to an organization and the new responsibilities of the web analyst. 20 Points No references needed for this first question must be in students’ own words. 20 Q2: The student described why the selected web analytics tool is interesting and what features it offers that may be attractive to an organization to begin using. 15 Points The student used APA 6 th Edition references and in-text citations within the answer. Do not use quotes of any sort in your answer, paraphrase your answer of what the author is trying to say, then cite. 5 Points 20 Q3: The student explained why organizations should track mobile users and explained the importance of this mobile area that deserves the web analyst’s attention. 15 points The student used APA 6 th Edition references and in-text citations within the answer. Do not use quotes of any sort in your answer, paraphrase your answer of what the author is trying to say, then cite. 5 Points 20 Q4: The student explained how Google Analytics manages its Search Engine algorithms and the many changes. The student explained the steps required to stay ahead of or stay on par with the search engines as they constantly change their algorithms, student described what steps you can take. 15 Points The student used APA 6 th Edition references and in-text citations within the answer. Do not use quotes of any sort in your answer, paraphrase your answer of what the author is trying to say, then cite. 5 Points 20 Q5: The student explained the importance of SEO and the various ways it can be utilized, in addition, the student included how to measure the success or failure of your efforts. 15 Points The student used APA 6 th Edition references and in-text citations within the answer. Do not use quotes of any sort in your answer, paraphrase your answer 20 COPYRIGHT 2023 APUS, ALL RIGHTS RESERVED

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