English Paper on Introduction to Web Analytics

Question 1

Web analytics is not only a tool of measuring traffic generated in a site, but also a tool for business and market research, and a tool for assessing and improving the effectiveness of a website. Web analytics help a company identify and track web traffic, establish the kinds of blog posts, topics and webpages that attract significant traffic (Järvinen, and Karjaluoto, 2). Therefore, an organization can establish where the traffic generate or convert into sales, and the source of such leads. The kind of information obtained from web analytics is invaluable in aiding an organization maximize its online marketing, sales generation leads, and enhances user experience. Conceivably, using web analytics to track such data, an entity can better establish the best days to publish webpages and posts that receives most interest from audience. Subsequently, an entity can best serve its customers’ needs and make informed decisions on what kind of product they should offer (Järvinen, and Karjaluoto, 2).

Question 2

Google analytics is free web analytic tool that allows an entity measure, adapt and develop its enterprise. Hence, being free makes it an affordable tool for any entity while providing exceptionally quality services. Essentially, data collection and management by use of google analytic tool provides a single but comprehensive of customers and allow customization of an entity’s and client’s needs according to shared characteristics. Most important is the ability to segment, filter and edit reports to reflect an enterprise’s needs. Google analytic tool access an array of reporting and incorporate data analysis tools that enables an organization to understand its customers’ needs right from the point of acquisition to that of purchase. Inherently, it allows an entity to seemingly activate its data to enhance marketing campaign experiment with new inventions, channels and contents.

Question 3

Tracking mobile users boost the performance of an app and allows information personalization according to a client needs. Also, by an organization tracking its mobile users, it reveals vital information that range from session time to bounce rates as well as geolocation factors and particular data obtained by a user while using a webpage (Kent et al 2). Therefore, an organization can find means of improving mobile users’ retention as well as increase its products and service awareness. However, web analytics should attention tracking mobile users since it allows geolocation and exact customer preference. Subsequently, although mobile user tracking offers immense opportunity for an organization to diversify its products according to its customer’s preference, location and period, it raises ethical consideration, especially to personal privacy (Han et al, 2).

Question 4

Search engines rank webpages based on what people search for in the internet. Therefore, to stay ahead and acquitted of the algorithms and approach customers at critical moments, an entity should focus on its audience and create appropriate contents that address it customers’ needs. Subsequently, it is important to put the user first by addressing their needs and wants comprehensively. Notably, search engine operate by the doctrine of putting the user’s needs first (Han et al, 3). Hence, searches are customized according to how best they fulfill their utility by filtering web contents using search history. Hence, an entity should understand on how to address their audience, especially niche audience. Brands that create insignificant information in ways that customers can consume receive poor search results and poor rating (Han et al, 3). Essentially, an entity should focus on forecasting means of understanding its client’s needs through identifying how the society is evolving online experience shifts according to their expectations. Finally, an organization should aim to be in compliance with the rules of search engines since a brand benefit from their audience (Han et al, 3).

Question 5

In the contemporary competitive business market, search engines serve millions of user per time while looking for answers or solutions to their quests. Hence, they provide tremendous opportunity for growth and development of an entity. Quality SEO practices enhance users experience and the overall usability of a webpage (Han et al, 5). Users trust search engines results, hence, having a top presence for the key words searches increases client’s trust. Additionally, SEO enhances social promotion of a website since people are more likely to share and promote it on social media channels. Websites with more than one author can benefit from SEO since it provides smooth running of the website (Kent et al, 7). Success or failure of efforts can be measured by use of bounce rate which explain the percentage of a single site visits. It shows how often a site is visited and how often clients stay on the same page.



Works cited

Han, Sang, et al. “Mobile App Analytics: A Multiple Discrete-Continuous Choice Framework.” MIS Quarterly, vol. 40, no. 4, 2016, pp. 983–1008. http://aisel.aisnet.org/misq/vol40/iss4/11/. Accessed 31st March 2018

Järvinen, and Karjaluoto. “The Use of Web Analytics for Digital Marketing Performance Measurement.” Industrial Marketing Management, vol. 50, 2015, pp. 117–127. https://pdfs.semanticscholar.org/9f96/ba65779d833e55ae4ab258d2fba3414a1578.pdf. Accessed 1st April 2018

Kent, Michael L., Carr, Bryan J., Husted, Rebekah A., and Pop, Rebeca A. “Learning Web Analytics: A Tool for Strategic Communication.” Public Relations Review 37.5 (2011): 536-543. Web. http://mlkent.com/PDFs/Kent_Carr_Pop_Analytics.pdf. Accessed 1st April 2018