Web Analytics for Business Insights

This assignment delves into the significance of web analytics in contemporary business. It examines how organizations leverage data collected from websites to gain valuable insights into customer behavior, preferences, and online interactions. The focus encompasses various aspects of web analytics, including clickstream analysis, sentiment analysis, social media analytics, and their applications in marketing strategy optimization, customer relationship management, and overall business performance enhancement.

Running Head: Web & Social Media Analytics
Table Of Content
Introduction...........................................................................................................................................3
Web Analytics:.......................................................................................................................................4
 Enriched site design & User experience.....................................................................................4
 Understanding the website traffic.............................................................................................4
 Tracking of mass user activity....................................................................................................4
Popular tool of web analytics used by Samsung....................................................................................4
 Google Analytics:.......................................................................................................................4
 MOZ Analytics............................................................................................................................5
 Adobe........................................................................................................................................6
 Optimize:...................................................................................................................................6
 Clicky:.........................................................................................................................................6
Information one can get from web analytics.....................................................................................8
Social Media Analytics...........................................................................................................................9
Samsung
Web & Social Media Analytics

Web & Social Media Analytics P a g e | 1
 Listening....................................................................................................................................9
 Monitoring & Analysis...............................................................................................................9
 Understanding the customer...................................................................................................10
 Behaviour Analysis...................................................................................................................10
Social media analytics used by Samsung.............................................................................................10
Sentiment analysis...........................................................................................................................10
Reach and Influence........................................................................................................................11
Consumer Profiling..........................................................................................................................11
Consumer Behaviour.......................................................................................................................11
Social media marketing tools used by Samsung..................................................................................11
 Keyhole....................................................................................................................................11
 Agora Plus................................................................................................................................11
 Buffer:......................................................................................................................................12
 Hoot suite................................................................................................................................12
 Klout........................................................................................................................................12
 Quintly.....................................................................................................................................12
Big Data Analytics................................................................................................................................12
Importance of Big Data....................................................................................................................12
Recommendations:..............................................................................................................................13
 Focus on social listening..........................................................................................................13
 Google Trend...........................................................................................................................13
 Twitter Advanced Search.........................................................................................................13

Web & Social Media Analytics P a g e | 2
 Big Data Analytics....................................................................................................................13
References:..........................................................................................................................................14

Web & Social Media Analytics P a g e | 3
Introduction
Samsung Electronics is one of the world’s largest electronics company based out of South Korea
(Suwon), the company has different consumer goods verticals like smartphones, LED TV, Sound
system, Kitchen appliances etc. The company keeps on innovating new products for its customers
and is on a mission to put a dent in the consumer electronics ecosystem. Samsung is amongst the
highest spenders on web and social media; it has truly learnt and harnessed the fruits of social
media. The company keeps on coming up with new marketing strategy for its online audience, and
with the help of web & social media analytics tool, they improve the targeting and are able to read
the data thus improving their marketing campaigns (Jung & Chung, 2016)
Web and social media analytics has gained popularity right after the digital boom, and since then the
industry has been flourishing with new companies standing on a daily basis and the euphoria
creating among the companies, the growth of big data, harbingers a great future for web and social
media analytics (Tandoc, 2014)
In context of the report, we will learn about the different web and social media analytics tools and
how brands use it to their leverage, we will also see the marketing strategy of Samsung and how it
further improves with the quality of the data provided by these marketing tools. Throughout the
report we will focus on the marketing management, its concepts and how Samsung utilizes the tools
at its disposal and works on its marketing strategy by consistently monitoring the data and results
available to it.

Web & Social Media Analytics P a g e | 4
Web Analytics:
This can be understood as the process by which traffic data is collected, measured and analysed in
order to understand the user behaviour on the website, this helps to improve the user experience
and the conversion rate (Fagan, 2014). The website traffic is broken down into various parameters
and analysed to provide useful insight to the brand. Some of the reasons why companies focus on
web analytics are:
 Enriched site design & User experience: The website analytics helps to
understand, how user reacts and uses the website, based on the same, functionality and the
design of the website can be influenced in order to improve the experience of the user. This
definitely helps the user when he visits the website next, thus creating a customer delight
for him (Sharda, Delen & Turban, 2013)
 Understanding the website traffic: Web analytics helps in understanding the
source of traffic coming on the website, as company invests on various referral sites for the
traffic, this helps them in understanding the magnitude of traffic coming from each source,
thus helping brand to make a wise decision regarding its marketing strategy (Marz &
Warren, 2015)
 Tracking of mass user activity: This helps the brand to ascertain how the user is
interacting with the specific elements on the page. Every user gets diverted on the website
from different sources; hence it becomes really important to understand how they respond
to a particular call to action message. An extremely useful feature to assess the marketing
spend and the strategy(Dooley, 2017)
Popular tool of web analytics used by Samsung:
 Google Analytics: This is probably the oldest and one of the best free tool available in
the market. Samsung uses the tool for getting information on different parameters like;
bounce rates, conversion rate, search statistics etc. The USP of Google analytics is that it can
be integrated with world larges ad tool, Google Ad words, and hence every company in the
world uses it. Samsung got some amazing insight on its Galaxy range smart phones using this
analytic tool (Kohler, 2015)

Web & Social Media Analytics P a g e | 5
 MOZ Analytics: It helps in extracting data related to the SEO related issues on the
website traffic. It helps to understand what key words are in demand and are most searched
on Google or other search engine, based on which content can be modified for better search
result. Samsung last year toppled apple using MOZ analytics, wherein the company in its
content wrote “why Apple 7, when you have Galaxy 7”, this was one of the most talked
about strategy in the recent times and earned Samsung great appreciation for its marketing
brain (Horowitz, 2014)

Web & Social Media Analytics P a g e | 6
 Adobe: World’s largest consultancy firm, it has developed by path breaking tools like Site
catalyst, Genesis, Report builder, Data warehouse and Dynamic tag management into a
combined Adobe analytics premium offering, a component of Adobe marketing cloud
solution. These solutions are handy for enterprise client. Samsung being one of the clients of
Adobe uses its entire web analytics platform to improve the customer navigation and
understanding Data driven metrics (Huddleston, 2017)
 Optimize: A relatively new tool in the web analytics field, not free, still very powerful. The
tools used the process of A/B testing and can give really powerful results based on the
experiments conducted on the website. The USP of this tool is that it requires zero coding
and programming and is extremely easy to use (Wright, 2017)
 Clicky: After Google analytics, click is the 2nd most comprehensive data analytics tool to be
used by Samsung. As the data is available real time, one does not have to wait around for
the reports. Clicky shows each individual’s behaviour, his journey and different action points
taken by him, this helps Samsung in understand what content on the website is not useful
and what content is getting major attraction. The only drawback with clicky is, it not being
user friendly compared to Google analytic tool (Kaur & Singh, 2016)

Web & Social Media Analytics P a g e | 7
After learning about the tools of web analytics, the next most important part is, usage of the tool
to derive efficiency:
As a digital marketer, one should focus both on the qualitative and quantitative data, clubbing
both the data will help in coming up with the most resolute marketing strategy
Setting up a goal: The marketing team of Samsung is extremely poignant and has a good grip
over the understanding of web analytics, Samsung has in house media agency (Cheil) which
works on its entire online and offline marketing activity. Samsung does not only looks for hits in
the analytics, it looks how other metrics like how much time the consumer on an average spends
on its site, what he does while on the website and how he interacts with other elements. It has
made a goal for visit to conversion ratio, the bounce rate from website, and also what Is that
Samsung wants it user to do , when not making a purchase. Thus goal setting while analysing the
data provided by analytics is extremely important (Jarvinen & Karjaluoto, 2015)
Figure out the source of Problem: If audience is dropping out from the site very early, it is
extremely important to analyse what are the exit gates, what pages are they exiting from, based
on that the marketing content has to be edited. Samsung on a regular basis monitors its drop
out audience and remarkets them after analysing the data and try to retain them (Ribeiro, 2017)

Web & Social Media Analytics P a g e | 8
Optimizing user experience: A user stays on the website, only and only if it is user friendly,
irrespective of what the offering is, Hence optimization comes into the picture. In order to
optimize the website, one must focus on avoiding below mentioned points:
 Slow load time
 Error 404 (Missing link)
 Bad colour combination
 No social sharing buttons
 Contact details not found
If these points are avoided, the chances of user spending some quality time on the website increase.
Samsung changes its display on an hourly basis and keeps on updating links so that it never gives
error message 404 (Hausmann & Williams, 2016)
Information one can get from web analytics:
 Users search behaviour- This in turn helps to understand the parallels between different
keyword sets, understand what actually clicks and what does not and I the end help in
creating content which users will interact with (Tandoc & Thomas, 2015)
 Good & Bad Performing content: Updating new content on a regular basis, including the
content in blogs and articles and including metrics like info graphics, slide share, will help in
understanding what content user is interacting with (Beasley, 2013)
 Campaigns which work
 Gather data based on location
 Device used to view the content on the website- Helps in device targeting.
Web Analytics in short can be understood as a tool which provides insights about how the website is
doing, about the individual components of the website, information on traffic sources, which
eventually helps to improve the customer experience. It does not though provide information on an
individual customer. Another important thing one should keep in mind while using web analytics is
something which is called as 90/10 rule. It states if a company has a budget of $ 100, it should spend
$ 10 on getting the data available from various analytics tool and $ 90 should be used on someone
who would break down the information into relevant points for the management and the marketing
team (Hanusch, 2017)

Web & Social Media Analytics P a g e | 9
Social Media Analytics
Some people also refer it as the guidebook for the marketers, it helps in gathering data and
information from various social media platforms and helps brands in understanding customer’s
sentiments, user’s attitudes, his interaction and engagement with a particular type of content, which
further helps in building strong consumer profiles finally helping in building effective business
strategies (Khan, 2017)
Social media analytics, gather data and information from different media platforms like Facebook,
Google+, Twitter, Linked-in, Instagram, Snapachat, Pinterest, blogs, news feed & comment pages on
the media sites. This is the plethora of sources from which the data is gathered for analysis (Fan &
Gordon, 2014)
In the market, there are many tools which provides social media analytics, but most focus on the
four basic activities
 Listening: Social media listening can be understood as what is said about the company,
its brand, its performance, its features, or an individual related to the brand, aggregating and
assessing this information comes under social listening (Albert, Nakayama & Martin, 2015)
 Monitoring & Analysis: As the name suggest, it is real time monitoring of consumer
real time trends and his choices. Helps to create a marketing strategy for the evolving needs
(Chaffey, 2016)

Web & Social Media Analytics P a g e | 10
 Understanding the customer: Out of the population of 7.4 Billion, 2.789 Billion are
active social media users; such is the extent of its user base. Hence, social media helps in
understanding user’s age, his likes and dislikes, his education, demographics etc., which can
further be used to build a customer profile and thus can be fit into a customer profiling
bucket (Tuten & Solomon, 2014)
 Behaviour Analysis: This is one of the most important use of social media analytics,
assessing the behaviour of a user on social media, getting to know about the content he is
engaging with, sharing with his friends, family or relative, his akin to engagement with a
particular source or a referral site, all this helps to better market the product(Rao, 2016)
Hence, social media helps in understanding about who the customer are, what do they share, what
are their future needs and demands, based on which companies build their marketing strategy.
Social media analytics used by Samsung
Sentiment analysis
Samsung relies heavily on sentiment analysis, the purpose of a social media mention is how
positively or negatively the target audience perceives the brand or the product. It can also help to
measure the effacy of a product campaign (Hutto & Gilbert, 2014). Sentiment analysis played a big
role during Galaxy note 7 fiasco. Samsung does sentiment analyses to understand three things:
 To evaluate the brand perception: It helps to manage positive and negative
perception of the community and target audience of Samsung, it also helps in
comparing the sentiments against any competitor as well (Feldman, 2013)
 To monitor the marketing initiatives: This helps by analysing the sentiment before
launch of the campaign and after the launch of the campaign. Hence, accordingly
the content can be tailored and so does the marketing strategies (Pang & Lee, 2008)
 To identify crisis situation: A sudden rise in negative sentiment requires brands to
take immediate control of the situation, this becomes easier if the data is monitored
daily ( Liu,2012)
Hence, in order to do sentiment analysis, companies should use the tool which does only sentiment
analysis. Will explain in the report later the tools of sentiment analysis

Web & Social Media Analytics P a g e | 11
Reach and Influence
As the name suggests, it implies, at any given point of time, the reach of the content to the users or
the potential users. Influence is the reach and ability of a fan to spread the word of mouth about the
company, popularly known as the influencers. Samsung relies heavily on such influencers, and puts
in a lot of money on the influencer marketing. This can be tracked by the reach of user and the
influencer. The metric helps to track the reach. In influencer marketing, a database is created akin to
the follower base of the influencer and thus the content is targeted through the channel of the
influencers (Scott, 2015)
Consumer Profiling
The most important usage of social media analytics, with the vast data the companies gather, they
make consumer profiling, meaning putting consumer in different buckets, based on their interest,
their education, their media consumption, demographics etc., this helps in easing the process of
targeting. It helps in better segmentation of the customers and thus successfully launches innovative
marketing campaign to targeted audience (Solomon, 2014)
Consumer Behaviour
This helps to predict and understand the behaviour of a consumer, what content he likes, shares,
comments, engages with, shares with his peer group, motivational methods of buying, his buying
behaviour, categorizing all these behavioural traits helps to understand the behaviour of customer
on social media and hence provides more relevancy in targeting according to the marketing
campaign, thus increasing the effectiveness of the campaign.
Social media marketing tools used by Samsung:
 Keyhole: It helps to understand and measure with preciseness, the trend or brands
impact on instagram, facebook & Twitter. It provides company with a dashboard, which
helps in real time tracking of the hashtags, keywords and campaign metrics in real time.
Some of the key metrics which it tells are: Reach, impressions, periods of high and low
activity. It also helps in monitoring the outreach of the influencers.
 Agora Plus: The differentiating feature over keyhole are, it measures rank of the users
who frequently share the company’s content. This metric along with the message outreach
rate helps to build a loyal community for the brand.

Web & Social Media Analytics P a g e | 12
 Buffer: This tool primarily helps to see the engagement numbers on the post from twitter,
linked in, Facebook. This tool is importance as it tells the brand, what post is ranking higher
in engagement with the users, the drawback being; the post has to be pushed through
buffer.
 Hoot suite: It is a tool, similar to buffer, but at the same time helps in scheduling posts on
different social media platforms. Apart from engagement tracking , it also helps in reducing
in assessing the team’s performance on social media (Response time )
 Klout: It is a comprehensive tool which has the ability to engage and drive action. It
provides analytics which tells the brand, which medium it is able to engage more with the
audience.
 Quintly: This is a tool which helps to measure the performance against the competitors. It
can be understood as a go to tool for competitive goal setting.
Social media analytics thus helps to make better informed business decisions. It helps with assessing
the current and future market trend and based on the same financial forecasting can be done, which
in turns helps in decision making and also choosing the apt marketing strategies and the suitable
platform for the brand.
Big Data Analytics:
Another common term, which is in vogue these days, “Big Data”, as the name suggests, it is a term
that describes large volume of data-both structured & unstructured that encompasses business on a
day to day basis. The amount of data is not important, what is important is how the data is analysed
by the organization and put to good use. Big data helps in gaining incredible insight on the user
behaviour, both customers and potential customers.
Importance of Big Data
 It helps in determining the root causes of failure, issues and defects in almost real time.
 It helps in generating coupons at the point of sale, which is based on customer’s buying
habits
 Revaluate and recalculate entire risk portfolios in fraction of seconds
 Helps to detect fraudulent behaviour before it affects the entire organization.

Web & Social Media Analytics P a g e | 13
Samsung smartly uses big data in its digital marketing strategy; it was big data analytics which helped
the company in understanding the need to create smart phones in the mid-sized category, which
lead it to become the market leader. The company invests huge sum of money in breaking down the
data and analyse it further for its use.
Recommendations:
 Focus on social listening: As a global market leader in electronics, it’s essential for
Samsung to be aware of what is spoken about it, good or bad, the company must respond in
both the scenarios, in order to make the customers understand that they are always
listening.
 Google Trend: Google trend is something, which tells what is trending in the world; it
breaks down according to continent, country, city, etc. It provides valuable insight on the
topics and the brand can use it to exploit it by starting conversation on that topic thus
engaging the audience and driving conversation.
 Twitter Advanced Search: Twitter, world’s most popular micro blogging site, is a
great medium to keep news trending, Samsung should try and always focus on being in the
trending topic list, because in a world where time is money, and too much of content to
consume, people respond to what is in the vicinity and something about which the world is
talking about.
 Big Data Analytics: As explained in the last section, big data is the thing of the future, if
Samsung focuses on analysing the big data, it sure can save itself from plenty of troubles it
has gotten in off late. Big data analytics will not only help in understanding the behaviour of
user , but at the same time will give real time information on what are the futuristic needs
and wants of the customers.

Web & Social Media Analytics P a g e | 14
References:
Alberts, J.K., Nakayama, T.K. and Martin, J.N., 2015. Human communication in society. Pearson.
Chaffey, D., 2016. Global social media research summary 2016. Smart Insights, 8.
Dooley, C., 2017. Data visualisation and machine learning web application with potential use in
sports data analytics.
Fagan, J.C., 2014. The suitability of web analytics key performance indicators in the academic library
environment. The Journal of Academic Librarianship, 40(1), pp.25-34.
Fan, W. and Gordon, M.D., 2014. The power of social media analytics. Communications of the
ACM, 57(6), pp.74-81.
Feldman, R., 2013. Techniques and applications for sentiment analysis. Communications of the
ACM, 56(4), pp.82-89.
Hanusch, F., 2017. Web analytics and the functional differentiation of journalism cultures: individual,
organizational and platform-specific influences on newswork. Information, Communication &
Society, 20(10), pp.1571-1586.
Horowitz, D., 2014. Course evaluation with Google Analytics.
Huddleston, R., 2017. Introduction to Adobe Experience Design. In Beginning Adobe Experience
Design (pp. 7-21). Apress, Berkeley, CA.
Hutto, C.J. and Gilbert, E., 2014, May. Vader: A parsimonious rule-based model for sentiment
analysis of social media text. In Eighth international AAAI conference on weblogs and social media.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance
measurement. Industrial Marketing Management, 50, pp.117-127.
Jung, U. and Chung, B.D., 2016. Lessons from the history of Samsung’s SCM innovations: focus on the
TQM perspective. Total Quality Management & Business Excellence, 27(7-8), pp.751-760.
Kaur, K. and Singh, H., 2016, October. Click analytics: What clicks on webpage indicates?. In Next
Generation Computing Technologies (NGCT), 2016 2nd International Conference on (pp. 608-614).
IEEE.

Web & Social Media Analytics P a g e | 15
Khan, G.F., 2017. Social Media Analytics. In Social Media for Government (pp. 93-118). Springer
Singapore.
Kohler, S., 2015. Information seeking on a German web portal about healthy living and local health
activities: an analysis based on Google analytics. Institute of Social Medicine, Epidemiology and
Health Economics, Charité–Universitätsmedizin Berlin. 2015b: mimeo.
Liu, B., 2012. Sentiment analysis and opinion mining. Synthesis lectures on human language
technologies, 5(1), pp.1-167.
Marz, N. and Warren, J., 2015. Big Data: Principles and best practices of scalable realtime data
systems. Manning Publications Co..
Pang, B. and Lee, L., 2008. Opinion mining and sentiment analysis. Foundations and Trends® in
Information Retrieval, 2(1–2), pp.1-135.
Rao, N.R, 2016. Social Media Listening and Monitoring for Business Applications.
Ribeiro, J.P.D.A., 2017. The use of web analytics on a small data set in an online media company:
shifter´ s case study (Doctoral dissertation).
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video, mobile
applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
Sharda, R., Delen, D. and Turban, E., 2013. Business Intelligence: A Managerial Perspective on
Analytics. Prentice Hall Press.
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle River,
NJ: Prentice Hall.
Tandoc Jr, E.C. and Thomas, R.J., 2015. The ethics of web analytics: Implications of using audience
metrics in news construction. Digital Journalism, 3(2), pp.243-258.
Tandoc Jr, E.C., 2014. Journalism is twerking? How web analytics is changing the process of
gatekeeping. New Media & Society, 16(4), pp.559-575.
Tuten, T.L. and Solomon, M.R., 2014. Social media marketing. Sage.

Web & Social Media Analytics P a g e | 16
Wright, N., 2017. Gene Pease. Optimize your greatest asset—your people: How to apply analytics to
big data to improve your human capital investments. Hoboken, NJ: John Wiley & Sons, 2015, 195
pages, $60.00 hardcover. Personnel Psychology, 70(3), pp.713-715.