Web Analytics Study Guide
Given the following traffic to your website: Month 1 Week 1 Day 1 Alice Bob Chris Month 1 Week 1 Day 2 Bob Chris Chris Month 1 Week 1 Day 3 Alice Alice Dave Month 1 Week 2 Day 1 Alice Bob Month 1 Week 2 Day 2 Alice Bob Chris What is the total number of daily unique visitors for the 5 days represented in the chart?
12
Given the following traffic to your website: Month 1 Week 1 Day 1 Alice Bob Chris Month 1 Week 1 Day 2 Bob Chris Chris Month 1 Week 1 Day 3 Alice Alice Month 1 Week 1 Day 4 Alice Bob What is your number of weekly unique visitors?
3
Which of the following is an example of a macro metric:
A specific company you have targeted visits your website
Which Google Analytics feature/tool provides demographic information on your site visitors?
Audience
Which Google Analytics feature/tool helps you understand what visitors are doing on your site:
Behavior
________ rate is the percentage of visitors who access a website and then navigate away without looking at other pages on that site.
Bounce
Which of the following KPIs should be monitored for a website that has 'lead generation' defined as its goal?
Content downloads Lead form abandonment rate Requests for more information
__________ traffic refers to visitors who arrive at a website via a bookmark or typing in the URL.
Direct
The Web Analytics 2.0 paradigm includes which of the following:
Experimentation and Testing Voice of Customer Multiple Outcomes Analysis Competitive Intelligence
Aggregated data provides you with more actionable insights than segmented data.
False
Bounce rate is not an actionable measure.
False
Clickstream data provides a wealth of actionable insight.
False
Communication skills are not an important skill set for web analysts.
False
Conversion rate is not an important KPI for eCommerce websites.
False
Critical thinking skills are not an important attribute according to Avinash Kaushik's definition of great analytics professionals.
False
Fairmont Hotels was not able to learn details about the visitors referred to their website by Twitter.
False
Time on site, number of visitors, and number of Tweets are great Key Performance Indicators (KPIs).
False
Web Analytics 2.0 is only concerned with the analysis of quantitative data, not qualitative data.
False
Fairmont Hotels utilized which of the following web analytics platforms to optimize their social media marketing:
Google Analytics
Non-eCommerce websites need success metrics, too. Avinash Kaushik recommends measuring loyalty, recency, _________, and ___________.
Length of visit and Depth of visit
An effective way to determine whether visitors completed their intended tasks on your website is to:
Offer an on-exit survey to your visitors
PPC stands for:
Pay Per Click
Clickstream data helps you analyze which of the following:
The amount of time a customer spends on your website
Which of the following should be considered when planning a website:
The structure of the website. The people who will contribute to the website's content. The content of the website.
According to the textbook, clickstream data is great at answering which of the following:
The what
To increase the amount of time visitors spend on your website, you should do which of the following:
Think of creative ways to engage visitors on your website
A high bounce rate coupled with a large amount of website content may be a signal that the content is not engaging.
True
A high bounce rate may indicate that a website's landing page(s) are not relevant to visitors.
True
A web analyst should focus on the metrics that really matter to the goals of a business.
True
Actionable insights may be obtained when you differentiate between 'good exits' (a visitor leaving your website by clicking something of value to you) and 'bad exits' on your website.
True
Competitive Intelligence includes the collection of actionable information about your company's competitive environment.
True
Depth of visit is defined as the distribution of the number of pages accessed during each visit to the website.
True
Effective presentation skills are imperative for web analysts.
True
Fairmont Hotels used campaign tracking variables to monitor Twitter campaign performance.
True
The 'share of search' metric can tell you whether your search acquisition strategy is effective.
True
The cart abandonment rate can be defined as the number of sessions in which items were placed in the shopping cart but the visitor did not proceed to checkout.
True
To stay current in the world of web analytics, Avinash Kaushik recommends reading blogs that pertain to the industry.
True
Unless you're building an intranet, your business/organization website is not for you but, instead, must meet the needs of your client.
True
Viewing organic search traffic and paid search traffic separately in Google Analytics is an example of segmentation.
True
Viewing the breakdown of visitors to a website via geographic location is an example of segmentation.
True
Visitor Recency is a useful measurement to determine whether or not users are engaging with your website.
True
Visitor loyalty is defined as how often visitors visit your website.
True
Which social media channel did Fairmont Hotels want to optimize?
The practices that should be avoided when analyzing web data are:
Using aggregate data Mistaking correlation with causation
Direct Traffic, Referring Sites, and Search Engines are inputs into:
Visitor acquisition analysis
Which of the following are examples of questions that can be answered by clickstream data:
What is the average amount of time visitors spend on our website? Which products did people purchase from our website? Which pages did visitors view on our website?
If you measure an increase in the average number of pages that a user accesses per visit to your site, you may interpret this as:
You are improving how engaging your site is
Key words with high Bounce Rates indicate that:
You may be ranked for the wrong key words
In terms of search engine optimization (SEO), which of the following sub-webpage names would be more successful:
www.uab.edu/collatbusiness www.uab.edu/online_MBA
