BUS 2202 E-Commerce

Written Assignment #4

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 Define and discuss the following elements of web analytics: Goals, events, and key performance
indicators (KPI). Provide a couple examples of each. Do some research on Google Analytics and
describe how companies are utilizing analytics to increase business and retain customers. Finally,
offer a critical evaluation of where you see this reliance on data going in the future.

Web Analytics is the analysis of a website by taking information of visitors to the site and

analyzing how they came to the site, and how much time they spent reading each of our site's

content. (Average Time On Page) or all the time that they are on our site, or see if they arrive at

the homepage and visit another page? Web Analytics can be divided into two categories:

Analysis logfile is to download Logfile from the server and then find the program to read the

data. Logfile will be able to know all the Internet usage habits about our site. Page Tagging This

way there are websites that provide information to our website and process them, which are

both free. We need to bring the JavaScript code of the web service to paste on the page. We all

know how to use the website. Website analysis has 5 important steps; Set Goals; Measure -

Use web analytics software to collect relevant information; Report - collect relevant information

as a report; Analyze - Improve or develop a website from report analysis; Optimize - Test and

do revision. And repeat from the first step.

GOAL

Your goal is to measure how good your site or app is. A goal is an activity called a

conversion, which is part of your business success. Examples for goals include: order (for

ecommerce sites) (For mobile apps, apps), or submitting contact form information. (For a

marketing or lead generation site). Targeting is the basic element of a digital analytics

measurement plan. Proper targeting allows Analytics to provide you with important information,

such as the number of conversions and conversion rates for your site or app. Without this

information, it is impossible to evaluate the effectiveness of your online business and marketing

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 campaigns. Goals are configured at the view level. Goals can be applied to certain pages or

screens, users visit the number of pages / screens they see in a session, how long they stay on

your site or app, and what activity they are motivating. Every goal can be monetary, so you can

see how much a conversion is worth in your business. Using values for goals allows you to

focus on the highest value conversions, such as those with minimum purchase.

EVENT

We are in a strange place with an 'event' business in web analytics now (Braaten, 2013).

Event tracking is still relatively new. The event paradigm allows you to keep track of events that

were previously outside the scope of measurement by closing the JavaScript code that says, "Hey,

something happened!". This makes us slightly misunderstood. Traditionally, web analytics involves

viewing a web page and viewing the page is sometimes boring also other page views are some

conversions. Other might think it’s only a part of a conversion funnel (Braaten, 2013). Web analytics

tools are more relevant when they start tracking ecommerce conversions so that you can see the

amount of money made. Page views are events. Transactions are events. Clicks are events Chat

interaction is an event. Search is an event. Customer Reviews is an event, you get the idea:

Everything that happens on a website is an activity. Not that these new events are anything other

than what exists, that is, the traditional way of tracking traditional interactions on the site is not

complete (Braaten, 2013). It forces you to be one or two types of events and ignore the rest. What

Google Analytics, Yahoo! Web Analytics, SiteCatalyst Analytics, and other tools (Dubois, 2010) are

available to help you determine which types of events happen on your site, and which sites are

relevant to conversions.

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 KPI

Web Analytics is a measure of visitor behavior on your web presence. For

example, your multi-site shopping cart level helps you see a snapshot of your

webpage's performance. With Key Performance Indicator or KPI, which are the core

services on Web Analytics, they can be used to improve a website or promote it. The

market volume is based on the responses of visitors that have visited your website.

Google Analytics is a Google tool that helps website owners capture visitor behavior.

To take data to analyze and make an improvements such as modifying the site, finding out

what the web visitors are interested in and buying ads (Dubois, 2010). Google Analytics is

embedded in the website to track visitors, such as the number of visitors to the site, the length

of time or number of pages visited, website traffic behavior, which device to visit (Hines, 2015).

What is Google Analytics? Why Businesses Should embedded on their website?

1. Actual Measure: Helps business owner knows, why do people come to the website?

Does it meet your goals? For example; online market; people come in and buy the

product , they actually bought the product?

2. Create Business Opportunities: Some people visit the web to find some products

often, but the web is not available, this is the information that can be taken to decide

whether the product should be added to it.

3. Know the problems and hurdles of the site: Make sure your site is visited by people

who are interested in it. But soon it closed, this tool made you aware of these issues,

including who is already in front of the page and where to leave the page, ordering or

subscribing to the information.

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 4. Advertising and see results: If the site installs Google Analytics and Google Adwords

advertising will make Google Adwords advertising clearer because if you know the behavior of

people who visit the site will choose to use the key word or precise targeting (Hines, 2015).

In the future:

IDC predicts that the use of large amounts of data will continue to grow at least 3 times in 2016.

Social networking and video are becoming an important source of customer learning, resulting

in a change in customer access patterns. It can be said that if a business can do the

infrastructure to analyze customer data successfully, they can tell the customer what their needs

are in the product and what the customer wants. They can reduce costs in many ways as well

as to satisfy customers and in long-term investment to change the way they work, this will

change the way the customer buy the product completely. Similar to Big Data, this trend is

directly related to intelligent systems such as AI and Machine Learning that are integrated with

analytics to help discover specific content. This is one of the major trends that improve the

efficiency of work. The system will grow significantly in 2017, working through Big Data to keep

the content of meetings, even if the team's collaborative format is recorded. Also for the sake of

finding the historical data, the details of presentations and conversations, rather than the time

spent talking to each other. Comparable to digital libraries that just only the “search”, but here is

only to find information within the organization.

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 Reference list:

Braaten, Josh (2013). 10 Google Analytics Custom Events That Track the Untrackable.

Retrieved May 9, 2018 from

https://searchenginewatch.com/sew/how-to/2287906/10-google-analytics-custom-

events-that-track-the-untrackable

Dubois, L. (2010). 11 Best Web Analytics Tools. Retrieved May 9, 2018, from

https://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html

Hines, K. (2015). The Absolute Beginner's Guide to Google Analytics. Retrieved May 9,

2018, from https://moz.com/blog/absolute-beginners-guide-to-google-analytics

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