wedb122midterm_Answer Sheet

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Apr 3, 2024

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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. The five actionable insights that we learned in lesson one is as follows. 1) Page reviews: This is the number of pages that a visitor views while they are on your website. With this data you can see which pages are more popular than others. You can also compare your monthly views to your walk-in numbers, this helps by seeing if more people are coming into your store versus going to your website. 2) Time on page: This is how long each visitor is spending on different pages on your website. A shorter time on a page could mean that the visitor is seeing or finding what they need on that page. Longer time spent on a page could mean that the visitor is lost or cannot find the information they are looking for. On the other hand, if a page is rich with information, then a longer time on that page would be good. 3) Unique visits and returning visits: This metric will indicate the number of visitors to your page from different users. It can be new visitors or returning visitors. This metric typically requires cookies and with users who have cookies turned off could make the count of returning users or new users not a 100 percent accurate. 4) Bounce rate: This is a metric that counts the users who leave after viewing just one page on your website. High bounce rates can be undesirable depending on the website that is being viewed. For e-commerce websites it can show that the viewer did not continue to user the site or make a purchase. On the other hand, a viewer might have found exactly what they needed when they first come to the site. 5) Visitor Information: This metric gives information on the viewer that visits your website to include but not limited to geographical location, browser used, their operating system, and COPYRIGHT 2023 APUS, ALL RIGHTS RESERVED

how they got to your website. The more information that you can get from your views the better you can tailor your website to their needs. Marek, Kate. July 2011. Library Technology Reports. American Library Association. 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. The 10/90 rule can be very beneficial for both small and large sized companies. The 10/90 rule, which was created by Dr. Avinash Kaushik, is a concept that is used in web analytics that suggested using 10% of your budget on technology and programs and to use the other 90% of the budget on people such as analysts and data experts. The 10/90 rule has both pros and cons that need to be considered when using this formula. Pros of using this formula would be that it is cost effective. Investing in experienced humans to analyzed data instead of using expensive programs will, in the long run can save money. Another major pro would be customization on analytic solutions. These can be tailored to the specific needs and goals of the company. Another pro is in investing in experienced analysts. This can lead to a quicker insights and decisions that can efficiently filter through data to identify issues and trends. There are also some cons involved in this formula. One would be that in some cases, especially with a small business it could cost more to hire top tier analyst. Another con is that when you have a good team analyzing data for a company and someone leaves from that team, this can disrupt the data analysis process. Kaushik, A. (2006). The 10/90 rule for magnification for web analytic success. https://www.kaushik.net/avinash/the-10-90-rule-for-magnificient-web-analytics-success/ 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. Google Analytics uses various methods to track mobile users effectively. When a user logs onto a website using a mobile device the agent string in the HTTP will identify the devoice and the browser being used. Google allows developers to us a software development kit that can be integrated into the COPYRIGHT 2023 APUS, ALL RIGHTS RESERVED

development of a mobile app. This will track screen clicks, screen views as well as in app purchases. This information is then analyzed by Google. Google also uses information form devise and the platform on the device when accessing the website. These reports help give data to improve the user experience on a mobile device. Google analytics allow website owners to view specific events that are related to the mobile interactions. This will data helps in the success of mobile actions. It’s important for companies to measure data in relation to mobile devices because most people use mobile devices for internet searches. When a company has mobile friendly website, they can use this data to enhance mobile experiences. Tracking user behavior will show how users interact with their website. Companies can track mobile conversions. This helps with understand the mobile marking efforts. With companies who have apps, analytics can help track app performance and in-app actions. This will help with app improvements and updates. 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. Google uses ranking factors to determine relevance and quality of the search engine results page (SERP). Google provides a tool for website owners and to track and analyze user behavior on their websites, including how users arrive at the site through search engines. This also determines the order in which web pages appear in search engine results when users enter their search request. Google doesn’t reveal how exactly its algorithm works but there are some well know ranking factors. A few factors will include backlinks, freshness, keyword mentions, user experiences, and page rankings. Google updates their algorithm daily according to the ahrefs blog 2011. Steps that can be taken to meet these needs would be to keep your content up to date, keeping a good user experience within your site, have topical relevant links and maintaining high quality content that matches your keyword search’s. Optimum 7. N.D. 7 SEO Steps you should be doing to stay ahead of the game. https://www.optimum7.com/blog/7-seo-steps-you-should-be-doing-to-stay-ahead-of-the-game.html 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. Customers behaviors can be hard to understand for many reasons. Customers are always changing their minds. Customers can leave a lot of data behind when they browse multiple pages on your website and even add things to the cart, then they leave. The data collected does not tell why they COPYRIGHT 2023 APUS, ALL RIGHTS RESERVED

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left. Some factors why customers change their mind could be that what they are looking at on the website is no longer in season, or they are there to compare prices from a competitor’s website. They could be adding things to their cart and wait for it to go on sale later. Customer behaviors can be tricky and unpredictable to understand. There are a few techniques that can be used by companies to gain some insight on customer behaviors such as surveys, customer journey mapping that can show trends and patterns. Kaushik, A. (2006). Overview and importance of qualitative metrics. Retrieved from http://www.kaushik.net/avinash/overview-importance-of-qualitative-metrics/ 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 20 COPYRIGHT 2023 APUS, ALL RIGHTS RESERVED

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 TOTAL 100 COPYRIGHT 2023 APUS, ALL RIGHTS RESERVED

wedb122midterm_Answer Sheet

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