MIS 4500 Midterm

Which of the following DOES NOT accurately describes the user's session on the site?

*****a. All of these accurately describe the session b. The visit would be recorded as a bounce c. 1 page view and 1 session would be recorded d. If event tracking was implemented on the carousel, several events would be added to the total events for the page e. The exit page for the visit would be the homepage

Basic features of digital analytics

-Measure web traffic including visits, sessions, unique visitors, user entry and exit pages, and behavioral funnels -Track any tagged digital event or conversion -Report on traffic over time and in real time -Segment traffic based on demographics, device, acquisition medium, geography, and cohort WCM and development platform agnostic

What makes a KPI effective?

A KPI is only as valuable as the action it inspires. Too often, organizations blindly adopt industry-recognized KPIs and then wonder why that KPI doesn't reflect their own business and fails to affect any positive change. One of the most important, but often overlooked, aspects of KPIs is that they are a form of communication. As such, they abide by the same rules and best-practices as any other form of communication. Succinct, clear and relevant information is much more likely to be absorbed and acted upon.

KPI

A Key Performance Indicator is a measurable value that demonstrates how effectively an organization is achieving key objectives. Organizations use KPIs at multiple levels to evaluate their success at reaching targets. High-level KPIs may focus on the overall performance of the enterprise, while low-level KPIs may focus on processes in departments such as sales, marketing or a call center.

Business metrics

A business metric is a quantifiable measure that organizations use to track and assess the performance of specific business process. Every business function has specific metrics their leaders should monitor.

conversions

A conversion is the completion of an activity that is important to the success of your business, such as a completed sign up for your email newsletter (a Goal conversion) or a purchase (a Transaction, sometimes called an Ecommerce conversion). Conversion measure success.

A/B testing

A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a webpage or app against each other to determine which one performs better. AB testing is essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.

more about A/B testing

A/B testing allows individuals, teams, and companies to make careful changes to their user experiences while collecting data on the results. This allows them to construct hypotheses, and to learn better why certain elements of their experiences impact user behavior. In another way, they can be proven wrong—their opinion about the best experience for a given goal can be proven wrong through an A/B test. More than just answering a one-off question or settling a disagreement, AB testing can be used consistently to continually improve a given experience, improving a single goal like conversion rate over time.

acquisition measurement

Acquisition metrics tell us how people got to our digital property and if they are performing our preferred actions (goals).

New visitor(user)

An estimate of the number of unique visitors whose visit is their first during a specific timeframe.

Return visitor(user)

An estimate of the number of unique visitors whose visit is their second (or visit + n) during a specified timeframe. It helps measure the gravitational pull of your site, and the extent to which you're encouraging first-time users to return. You can also see the economic impact of new vs. returning users (e.g., the 30% of users who are returning account for 45% of total transactions).

Average time on page per site

Average session duration is: total duration of all sessions (in seconds) / number of sessions. Individual session duration is calculated differently depending on whether there are engagement hits on the last page of a session.

Bounce Rate

Bounce rate is the percentage of single page visits (or web sessions). It is the number of visits in which a person leaves your website from the landing page without browsing any further. Google analytics calculates and reports the bounce rate of a web page and bounce rate of a website.

Cookies

Cookies can be defined as small text files which are specific to browsers, stored on user's computer. Cookies used in Chrome are unique and can not be used for other browsers like Firefox or IE ,e.t.c. Cookies are normally used to save very important information about a visitor on a webpage. It can also be used to monitor or examine the behavior of a user on a website.

demographics(age,gender)

Demographics and interests data provides information about the age and gender of your users, along with the interests they express through their online travel and purchasing activities.

Event Tracking

Events are user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are all examples of actions you might want to track as Events.

Traffic source (referral)

Every referral to a web site has an origin, or source. Possible sources include: "google" (the name of a search engine), "facebook.com" (the name of a referring site), "spring_newsletter" (the name of one of your newsletters), and "direct" (users that typed your URL directly into their browser, or who had bookmarked your site).

If a page has a high exit rate, it always means the page is performing poorly. T or F

False

Bounce rate and exit rate are always the same. T or F

False. They are NOT always the same

Exit Rate

For all page views to the page, Exit Rate is the percentage that were the last in the session. For all sessions that start with the page, Bounce Rate is the percentage that were the only one of the session. Bounce Rate for a page is based only on sessions that start with that page.

total events

Gross number of times an event was triggered (occurred).

Keyword

If a user is coming from search, we can track the keyword entered into the search engine before reaching our page.

Funnels

Is the order of how you navigate through a website to achieve something For example: clicking through a bunch of pages to end up on the check out screen and purchase screen

What piece of technology enables all of analytics to work?

Java Script

Is there ever a time that sessions are more than page views?

No. Page views are always more than sessions

Unique event

Represents the number of sessions in which a given event occurred at least one time.

What is NPS?

The Net Promoter Score is an index ranging from 0 to 10 that measures the willingness of customers to recommend a company's products or services to others. It is used as a proxy for gauging the customer's overall satisfaction with a company's product or service and the customer's loyalty to the brand.

Recency of sessions

The average number of days between a users' session on a website.

Page views/ session

The average number of pages viewed during a session on your website. More pages per session means that users are exploring more of your site.

page views

The number of times a page is loaded by someone visiting your webpage. If a visitor clicks reload after reaching the page or navigates to a different page and then returns to the original page, the count of page views will be increased.

unique visitors (users)

The number of unduplicated (counted only once) visitors to your website over the course of a specified time period.

Active users (unique visitors/users)

The the number of users who visited your website within the last 1 to 30 days in the selected time period.

Web Analytics

The tracking, measurement, collection, analysis and reporting of web data for the purposes of understanding and optimizing web usage. Information collected can be both quantitate and qualitative.

medium

This dimension helps us understand what activity acquired the visitor / user.

Key acquisition dimensions

Traffic sources (referral / referring site) Medium Keyword Campaign (for marketing campaigns) Content (for marketing campaigns)

Technology

Understanding the technologies users employ to reach and consume your content lets you fine tune current versions, and plan upcoming implementations. For example, you want to be sure your site is fully functional in current browsers, but you also want to stay abreast of the extent to which users are migrating away from desktop to mobile browsers and apps, and plan your development accordingly.

Measuring Behavior (KPI)

Visitor loyalty (number of return visits by each visitor) Visitor regency (days since last visit) Length of visit Depth of visit Number of events / types of events / conversion of event

Session(visit)

a group of interactions one user takes within a given time frame on your website. Google Analytics defaults that time frame to 30 minutes. Meaning whatever a user does on your website (e.g. browses pages, downloads resources, purchases products) before they leave equals one session. This is the most common traffic metric used to assess general traffic trends.

Know that in google analytics conversions and goals

are synonyms

Digital analytics

is a software that tracks website visitors and measures web traffic. Marketers, web developers, and analysts use digital analytics suites to report on the effectiveness and popularity of web experiences and to determine how visitors are finding and interacting with their sites. This analysis provides businesses insights into customer behavior when encountering their brands online and allows reporting on online conversion, demographic, and content-interaction metrics Digital analytics products are deployed on top of web development and web content management (WCM) platforms, integrate with conversion rate optimization and testing platforms to optimize customer experiences, and exchange data with digital advertising and other marketing systems to provide a view of customer journeys across advertising, search engines, and social media channels.

conversion formula

total submissions/total sessions