ARTIST
Web Analytic : Measuring Marketing Success
For the past week, most of projects also need analytic tools to fetch information to use in the project. Today, our lecture is about web analytics and we focus on measuring marketing success because there are a lot of social network sites that launched at this moment. However, there are little of sites that success so, our lecturer start to discuss in this topic.
In this lecture, we talk about method of measuring marketing success by using web analytics and data mining. Before starting lecture, our professor asks us to write down list of information that we have send or receive in the past 3 days. Key word of finding information in our memory are; where, how and what kind of data?
After I have write down the information that I have send and receive in the past few days, I found that there are lot of information that related with my daily life. I can list of information over 50 things! This information is only my data that flow in the social network sites. How huge of all information that flow in social network sites?
Web Analytics definition
Web analytic is the technique that uses to improve and contribute of online marketing for business or organization. Purpose of web analytics are make the website suitable for websites marketing and make websites meet business objectives. There are 2 types of analytics;
- Onsite analytics: this analytic monitor on web traffic and predict the trends of web. It also monitor on clickpaths , clickstreams and usability testing. For this analytic will focus on structure of website and see the effect that happen with user.
- Offsite analytics: this analytic will study the probability that can happen such as social media activity.
Most of vendors will combine onsite and offsite analytics to solve the problem in marketing. There are many technologies that can help to manage the information of marketers. The data will be collected automatically and no bias. The data also collect from server and client side such as;
- Log file: collection of data arranged by time
- Real-time profiling: collect data form tracking user and monitor user’s clickstream.
- Data mining: collect data give the information to that data
For the decision for starting analytics, you should answer these questions below before starting;
- What are our business goals?
- What are key performance indicators?
- What should we measure via web channel?
• Channel promotion – which is focus on visitors and where they come from like search engine, advertisement and then measure; which site is the most referred user in percentage.
• Channel buyer behavior – which focus on the behavior of users when they visit the website such as how long user spend time in this page and which content that user mostly accessed. Then measure by focus in how long and how many times that users visit this site.
• Channel satisfaction – focus on users’ feeling. Are they happy to visit this website? It’ very difficult to measure with technology but we can measure by testing; performance, site available and response time.
• Channel outcomes – can measure by using the percentage that user perform in particular action such as registration and subscribing.
• Channel profitability – focus in online business like eCommerce.
Web analytics software
- Server-based:
Automatically generate the log file that contains the history of user behaviors. There are number of request to server, number of page views, total unique visitors, number of repeat visits, etc. However, server-based cannot measure the information individually because the log file record the computer IP address or cookie not user so, brenchmarking is very important. This way can be analytics in real time, having information about visiting from search engine and data always available.
- Brower-based:
Page tagging in the embedded code in each web page. There are tool to analytic such as Google analytics and Facebook Page analytics. There is remote management to enable the analytic process and most of vendor like prefer this analytics solution. The benefits of this analytic are solving page caching, managing cookies process and pay-as-you go which can save cost.
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I'm June
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