Digital Analytics Report: Healthy Life Facebook Page Assessment

This report provides a comprehensive analysis of digital analytics, focusing on web metrics and business intelligence within the context of a Facebook page called "Healthy Life." It begins by introducing key concepts, methods, and frameworks relevant to business intelligence and web analytics, including the use of agile approaches and the four forces framework. The report then delves into the analysis of web metrics, such as audience engagement and page content, and business performance metrics, including cash flow and customer loyalty. It identifies and critically reviews potential solutions to web analytics and business intelligence challenges, such as managing numerous metrics and addressing knowledge gaps. Finally, the report explores how to gain a competitive advantage from internet data, including leveraging online resources for content creation and monitoring activities. The report concludes by emphasizing the importance of analyzing key factors and utilizing internet data to improve business performance. The report also includes references to relevant books and journals and illustrations to support the analysis.

Digital Analytics
Assessment

Table of Contents
INTRODUCTION...........................................................................................................................1
Introduction to concepts, methods and frameworks of business intelligence and web analytics.
.....................................................................................................................................................1
Analysis of Web metrics & business performance metrics........................................................3
Critically review potential solutions for Web analytics & business intelligence applications
and associated business problems...............................................................................................4
How to gain competitive vantage from Internet data..................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital analytics comprises of collection, analysis, measurement, interpretation and
visualisation of data which illustrates behaviour of user on mobile sites, mobile applications and
websites. This enables owner of websites and brands to acknowledge ways in which their apps
and sites are used by users and what activities they conduct on it (Chadwick and Stromer-Galley,
2016). This report is based on Facebook page Healthy Life. This page contains healthy recipes
for breakfast and lunch. Moreover, it also contains videos on exercises which will help people to
remain fit. This report contains concepts, methods and framework which can be used business
intelligence, web metrics and business performance metrics are analysed and solution for them is
reviewed. At last, it provides detail of how vantage can be gained by usage of internet.
Introduction to concepts, methods and frameworks of business intelligence and web analytics.
Business intelligence is defined as technology driven process which is used for
examining data and present information by which managers, executives and corporate users by
which they can make decisions. Web analytics refers to process by which behaviour of people
who visit sites can be analysed. It enables them to attract more number of people, retain them
and fascinate new people by providing them more services and goods. This will enable them to
enhance volume of dollar which they spend by usage of their website.
Concept, methods and framework of BI: It includes various techniques and tools for
transforming raw into information which can be used for business analysis. In this data is stored
in repositories which is collected on basis of daily operations. Methods which are used in this is
agile approach which reduces cost and time. Agile approach involves number of people who are
cross-functional teams and self organised (Fenwick and Edwards, 2016). When any change occur
then they can rapidly respond to them. Just enough design upfront is planning process by which
they Healthy Life page can attain their objectives. Just enough documentation will aid them to
have necessary documentation, in context of Healthy Life it can be recipes and exercises which
will impact living of people. Framework of BI comprises of four four forces, they are people,
plans, processes and performance. In this context people refer to owner of Healthy Life
Facebook page and all those individuals who are maintaining that specific page. Plans include
what are going to do in that page and how they will use it to have desired results. Processes in
discourse of Healthy Life is modelling, simulation, deployment, integration and monitoring of
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activities which takes place within page. Performance with reference to Healthy Life will be in
terms of how many people have liked there page and number of positive comments they received
on that.
(Source: Business Intelligence, 2019)
Concept, methods and framework of Web Analytics: It is assessment of variety of
data which consists of web based transactions, web traffic, web server performance, usability
study, information given by user and will also create apprehension of visitor. Methods of web
analytics include data collection, processing of raw data into information, development of Key
performance indicators and formulation of online strategies. It include methods like on-site and
off-site analytics (Fuchs, 2017). On-site web analytics, in this creator of Healthy Life Facebook
page will measure behaviour of individuals on their page. This includes comments made by
them, likes, unlike s and sharing on their own account. Off-site web analytics is measurement
and analysis of page in terms of potential audiences. Framework of web analytics comprises of
objectives which consists of purpose of Healthy life page, goals of page (it includes what all it
contains and what people can do on that page), key performance indicators (KPIs) (consists of
web metrics which can be used for measuring goals of page), target (measurement of success
rate) and segments (positive comments of people).
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Illustration 1: Business Intelligence

Analysis of Web metrics & business performance metrics.
Healthy life is a Facebook page which contains detail of recipes means how they can be
prepared. These recipes are for breakfast and lunch. Though these recipes are healthy but still
then they have provided videos on exercises which will provide them with healthy working life
style. Analysis are provided below with respect to Healthy Life Facebook page:
Investigation of Web metrics: This is a page and it is necessary to them to measure
certain factors, they are mentioned beneath:
1. Audience: It identifies number of followers, visitors and how many times page have been
visited. Bounce rate will help creator of page to identify number of visitors who come
again. This means that they are providing their customers with enhanced services
(Järvinen and Karjaluoto, 2015).
2. Page Content: It includes every detail which Healthy Life page contains. This includes
number of followers, likes, dislikes, reviews, videos on exercises, recipes, their videos
(how healthy dishes can be prepared) and comments. Affirmative comments will
motivate them do better work and negative comments will also lead to enhancement in
their performance.
Synthesis of Business performance metrics: In this context performance of Healthy
Life is taken into consideration. This is depicted below:
1. Cash Flow: It depicts what creator of spent in creation page and what they have earned
from it. When money is spend then it is considered as negative cash flow and when it is
earned it is referred to as positive cash flow. Depending upon number of followers and
number of likes on a post owner earns significant amount.
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(Source: Business Performance Metric, 2019)
2. Loyalty of customers and their retention: It depicts if Healthy Life page is able to
attract people or not. It provides people with different dishes which can be learnt and they
make sure that their dishes are healthy. This assist them to retain their people. Moreover,
they can attract more people by providing videos on sweet dishes, juices and many others
(Mah, 2016). They also provide videos on exercising which helps hem to have make
them healthy and fit.
Critically review potential solutions for Web analytics & business intelligence applications and
associated business problems.
Problems and their potential solution is reviewed in this section with respect to web
analytics and business intelligence. They are mentioned below:
Problem and solution of Web analytics: They are various problems but main challenge
for creator of Healthy Life page are mentioned below:
1. Too many metrics: There are various metrics which have to be measured by creator of
page. But it becomes difficult to analyse which is more important and which one should
measured first. If something can be measured then it do not means that it should be
measured but those metrics who can hardly affect business goals must be measured first
by Healthy Life like number of negative comments. This will assist them to improve their
lacking area.
2. Insufficient knowledge: It has been observed that people do not have relevant
knowledge about analytics like, how they can improvise their services. For this creator of
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Illustration 2: Analysis of cash flow

Healthy Life page needs to have web analytics dashboards, heatmaps and customer
experience tools (Puiu and et. al., 2016).
Problems and solution for Business intelligence applications: In context of Healthy
Life Facebook page, they are presented below:
1. Lack of BI strategies: Creator of page must focus on goal i.e. for what this page has
been created rather than being distracted by what other pages contains. They must have
appropriate strategy by which they can review what they have done on their page and
what they are doing and also find out what they can do (Williamson, 2016). Like which
dishes have more number of likes, accordingly provide videos on that and give health tips
to their audiences.
2. Repeated tasks: Team or creator of page need to make sure that their exercises and
recipes are not repeated. This will reflect that they do not have anything new and people
will start leaving page. If they don't have new recipes, then they can provide them with
some healthy options.
How to gain competitive vantage from Internet data.
Internet data provides great assets to people. Suppose if creator of Healthy page do not
have knowledge of how to create a page on Facebook, then they can take help from data
available on internet (Tresp and et. al., 2016). It will provide data at any moment if you are
connected. They can gain advantage by:
1. Learning recipes from internet and making their videos and uploading them on their
Facebook page.
2. Team of Healthy Life page can take assistance from internet to find out exercises which
will provides people with exercises which provides enhanced benefits.
3. They can monitor the activities which are taking place within page like number of views,
followers and many other factors.
CONCLUSION
From above, it has been analysed digital analytics refers to analysis of quantitative and
qualitative data of business and continuous improvement to provide online experience to
potential customers. There are different methods of web analytics and business intelligence
which helps to understand their concept. Furthermore, it has been analysed that it is necessary to
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analyse important factors which are to be measured rather then measuring every quantitative
entity. With the usage of internet business can gain knowledge in different domains in which
they are operating and which they can include in their business.
REFERENCES
Books & Journals
Chadwick, A. and Stromer-Galley, J., 2016. Digital media, power, and democracy in parties and
election campaigns: Party decline or party renewal?.
Fenwick, T. and Edwards, R., 2016. Exploring the impact of digital technologies on professional
responsibilities and education. European Educational Research Journal. 15(1). pp.117-
131.
Fuchs, C., 2017. From digital positivism and administrative big data analytics towards critical
digital and social media research!.European Journal of Communication. 32(1). pp.37-
49.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management. 50. pp.117-127.
Mah, D. K., 2016. Learning analytics and digital badges: potential impact on student retention in
higher education. Technology, knowledge and Learning. 21(3) pp.285-305.
Puiu, D. and et. al., 2016. Citypulse: Large scale data analytics framework for smart cities. IEEE
Access. 4. pp.1086-1108.
Tresp, V. and et. al., 2016. Going digital: a survey on digitalization and large-scale data analytics
in healthcare. Proceedings of the IEEE. 104(11). pp.2180-2206.
Williamson, B., 2016. Digital education governance: data visualization, predictive analytics, and
‘real-time’policy instruments. Journal of Education Policy. 31(2). pp.123-141.
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