Importance of Web Analytics in Digital Marketing

This article discusses the importance of web analytics in digital marketing and its benefits. It explains how web analytics can help in improving website performance and optimizing webpages. The article also covers different types of analytics, including volume analytics, conversion analytics, and engagement analytics.

Running head: DIGITAL MARKETING
DIGITAL MARKETING
Name of the Student
Name of the University
Author Note:

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Table of Contents
Answer to Question 1:.........................................................................................................2
Answer to Question 2:.........................................................................................................2
Answer to Question 3:.........................................................................................................3
Answer to Question 4:.........................................................................................................6
Answer to Question 5:.........................................................................................................7
Bibliography........................................................................................................................9

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Answer to Question 1:
Web Analytics is a well-known method which is needed for studying in both online and
offline mode. It is a well-known technique which is mainly used for collecting, measuring,
reporting and lastly analyzing the data of the website of an organization1. It is required for
carrying out an analysis on overall performance of the website along with optimizing the
webpage of the organization. Various organization around the globe makes use of web analytics
for understanding the benchmark and its measurement. It mainly addresses some of the key
performance for the given business of the website. It focuses on some of the key aspect like rate
of purchase conversion. Web analytics is considered to be a part of CRM (Customer relationship
management). The analysis is considered to be a part of given customer that will help them to
understand the importance of replace value of a product2. Apart from this, web analytics is
considered to be a part of both that is click through and drilldown behavior within the given
website. It mainly focuses on some kind of websites where the customers can communicate
through browser. Web analytics is needed for carrying out a large number of process which is
needed for understanding the success rate of any website.
 Having an access to content issues so that they can be easily altered.
 Having a proper understanding of the website trends.
1 Bekavac, Ivan, and Daniela Garbin Praničević. "Web analytics tools and web metrics tools: An overview and
comparative analysis." Croatian Operational Research Review 6, no. 2 (2015): 373-386.
2 Ramanujan, Devarajan, William Z. Bernstein, Senthil K. Chandrasegaran, and Karthik Ramani. "Visual Analytics
Tools for Sustainable Lifecycle Design: Current Status, Challenges, and Future Opportunities." Journal of
Mechanical Design 139, no. 11 (2017): 111415.

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 Understanding the traffic on web
 Understanding the important keywords
 Identifying some important segment for improvement.
Answer to Question 2:
Volume analytics: Google analytics is considered to be as one of the web based program
which is needed by majority of the website owners. The college authorities can easily check
visitors and also their nature. It is mainly compared on monthly basis so all the things go up with
the visitors. The college authorities can compare the website on monthly interval where it can go
up and down for its users on this platform. On the given web page, they can easily provide the
required visitor with interesting to take into account.
Conversion Analytics: A proper given activity that is online in nature is considered to be
important for overall success of the business. It is mainly inclusive of complete sign-up for email
newsletter along with purchase3. Duration goal can be considered to be as one of the most
suitable way for tracking an individual in the college website. It is considered to be as one of the
best method for tracking the user of this website. The time of duration will be varied from site to
site, so as a result a proper duration needs to picked up for understanding large number of things.
The fact should be taken into account that how time of this website is calculated by the help of
Google Analytics. Duration in not always 100 percent accurate but in many cases it can work
like a litmus test. In this audience that is students are sticking around and leave their website in
quick.
3 Tandoc Jr, Edson C. "Why web analytics click: Factors affecting the ways journalists use audience
metrics." Journalism Studies 16, no. 6 (2015): 782-799.

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Engagement Analytics: Cairnlang College makes use of engagement analytics which is
needed for improving the overall results. It is mainly done by the help of online marketing by
understanding the online awareness of this course. There are four types of engagement analytics
like conversion analytics, page engagement analytics, click stream analytics and lastly campaign
analytics. Social media is considered to be staple for the growing technology which is viewed
and imagined without updates, shares and lastly likes. Engagement analytics is all about having a
proper kind of understanding for improving the results from the online marketing like google
analytics. This college can easily make use of engagement analytics where various organization
should focus on reviewing the online channel of google analytics. It focuses on certain number of
details which is required for configuring Google for understanding the attributes like
 Conversation Analytics
 Page Engagement analytics
 The journey of the student on the Website
 Digital campaign analytics
 On-line search analytics
 Intention-satisfaction analytics
Social Media can easily bring huge number of benefits to this College like
 Increasing College awareness among the student.
 Establishing the brand awareness through leading.
 The college will stay on the top of the list of the Students.
 Social media will ultimately result in increasing the overall web traffic.

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Web analytics for this college can be considered to be helpful for this college as it can
provide a large number of benefits like
 Increases the overall visibility.
 It focuses on being a part of workflow for this project.
 It focuses on securing all the part of web projects
 It emphasizes on competition that can arise due to online course in SCM.
Answer to Question 3:
Google Analytics is considered to be web analytics which is free to users. It aims to
provide analytical tools and statistics which is needed for search engine optimization4. Any
individual with google account can make use of Google analytics. It has been designed so that it
can be used in both small and medium size based organization. The service comes up with
limitation which is needed by complex website and larger website. Google also makes use of
sampling reports which is needed for analyzing the given data. Google analytics has been
designed in such a way that it can easily collect required information of people that is link to
social networking websites5. Cairnlang College can make use google analytics as it provides
large number of benefits like
 Tools for data virtualization like dashboard, score boards and motion charts. It can be
displayed with respect to changes in data in the given over time.
4 Zacharis, Nick Z. "A multivariate approach to predicting student outcomes in web-enabled blended learning
courses." The Internet and Higher Education 27 (2015): 44-53.
5 Nguyen, Trang, and Phuong Cao. "Web analytics tools and benefits for entrepreneurs." (2017).

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 Sharing important data through sharing and communication.
 It focuses on integration with other kind of Google based products.

7DIGITAL MARKETING
Bibliography
Bekavac, Ivan, and Daniela Garbin Praničević. "Web analytics tools and web metrics tools: An
overview and comparative analysis." Croatian Operational Research Review 6, no. 2 (2015):
373-386.
García, María del Mar Roldán, José García-Nieto, and José F. Aldana-Montes. "An ontology-
based data integration approach for web analytics in e-commerce." Expert Systems with
Applications 63 (2016): 20-34.
Järvinen, Joel, and Heikki Karjaluoto. "The use of Web analytics for digital marketing
performance measurement." Industrial Marketing Management 50 (2015): 117-127.
Nguyen, Trang, and Phuong Cao. "Web analytics tools and benefits for entrepreneurs." (2017).
Ramanujan, Devarajan, William Z. Bernstein, Senthil K. Chandrasegaran, and Karthik Ramani.
"Visual Analytics Tools for Sustainable Lifecycle Design: Current Status, Challenges, and
Future Opportunities." Journal of Mechanical Design 139, no. 11 (2017): 111415.
Tandoc Jr, Edson C. "Journalism is twerking? How web analytics is changing the process of
gatekeeping." New Media & Society 16, no. 4 (2014): 559-575.
Tandoc Jr, Edson C. "Why web analytics click: Factors affecting the ways journalists use
audience metrics." Journalism Studies 16, no. 6 (2015): 782-799.
Zacharis, Nick Z. "A multivariate approach to predicting student outcomes in web-enabled
blended learning courses." The Internet and Higher Education 27 (2015): 44-53.