The Most Important Questions

Antim Prahar

MBA/BBA

By
Dr. Anand Vyas
1 Social Media Analytics & its Need
• Social media analytics is the process of collecting, measuring, and analyzing
data from social media platforms to gain insights into audience behavior,
engagement, and trends. This data can be used to improve marketing
campaigns, customer service, product development, and other aspects of a
business.
• There are many reasons why social media analytics is important for
businesses. Here are a few of the most important:
• To understand your audience. Social media analytics can help you
understand who your audience is, what they care about, and how they
interact with your brand. This information can be used to create more
targeted and relevant content, as well as to improve your customer service.
• To measure the effectiveness of your marketing campaigns. Social media
analytics can help you track the performance of your marketing campaigns,
so you can see what's working and what's not. This information can be
used to optimize your campaigns and get better results.
• To identify trends. Social media analytics can help you identify trends in
your industry or market. This information can be used to stay ahead of the
competition and to develop new products or services that meet the needs
of your customers.
• To improve customer service. Social media analytics can help you track
customer feedback and identify areas where your customer service can be
improved. This information can be used to resolve customer issues more
quickly and efficiently, as well as to improve the overall customer
experience.
• In short, social media analytics is a valuable tool that can help businesses
improve their marketing, customer service, product development, and
other business activities. If you're not already using social media analytics, I
encourage you to start. It could be the key to taking your business to the
next level.
• Here are some of the most important metrics that businesses should track with
social media analytics:
• Reach: This metric measures the number of people who have seen your content.
• Engagement: This metric measures how people are interacting with your content,
such as liking, sharing, and commenting.
• Conversion: This metric measures how many people are taking a desired action,
such as visiting your website or making a purchase.
• Sentiment: This metric measures the overall tone of the conversation around
your brand.
• Competitive analysis: This metric compares your performance to your
competitors.
• By tracking these metrics, businesses can gain valuable insights into how their
social media campaigns are performing and how they can improve their results.
2 Web analytics platform, Web analytics evolution,
Need of web analytics, Advantages & Limitations
• Web analytics platform
• A web analytics platform is a software application that helps
businesses collect, measure, and analyze data about website traffic.
This data can be used to understand how visitors interact with a
website, identify areas for improvement, and track the effectiveness
of marketing campaigns.
• Some of the most popular web analytics platforms include Google
Analytics, Adobe Analytics, and Matomo. These platforms offer a
variety of features and capabilities, so businesses can choose the one
that best meets their needs.
• Web analytics evolution
• Web analytics has evolved over time, from simple tools that tracked
basic metrics to more sophisticated platforms that offer a wide range
of features. The first web analytics tools were developed in the early
1990s, and they primarily tracked traffic volume and bounce rate. As
web analytics tools have evolved, they have become more
sophisticated and offer a wider range of features.
Need of web analytics
There are many reasons why businesses need web analytics. Here are some of the most
important:
1. To understand website traffic: Web analytics can help businesses understand how
visitors interact with their website, such as what pages they visit, how long they stay,
and where they come from. This information can be used to improve the website's
user experience and make it more effective at driving conversions.
2. To track the effectiveness of marketing campaigns: Web analytics can help businesses
track the effectiveness of their marketing campaigns, such as how many visitors come
from each campaign and how many of those visitors convert. This information can be
used to optimize marketing campaigns and get better results.
3. To identify trends: Web analytics can help businesses identify trends in website traffic,
such as which pages are becoming more popular or which sources of traffic are
becoming more effective. This information can be used to stay ahead of the
competition and make informed decisions about the future of the website.
Advantages of web analytics
• There are many advantages to using web analytics. Here are some of the
most important:
• Improved website performance: Web analytics can help businesses
improve the performance of their website by identifying areas where it can
be improved. For example, web analytics can help businesses identify
pages that are not performing well or that are causing visitors to bounce.
• Increased conversions: Web analytics can help businesses increase
conversions by identifying the pages on their website that are most likely to
lead to conversions. For example, web analytics can help businesses
identify the pages on their website that have the highest conversion rates.
• Better decision-making: Web analytics can help businesses make better
decisions about their website by providing them with data-driven insights.
For example, web analytics can help businesses decide which marketing
campaigns are most effective or which pages on their website need to be
improved.
Limitations of web analytics
• There are also some limitations to using web analytics. Here are some of
the most important:
• Data accuracy: Web analytics data can be inaccurate, especially if the
website is not properly configured. For example, if a website is not using
tracking codes correctly, web analytics data may be incomplete or
inaccurate.
• Privacy concerns: Some people have privacy concerns about web analytics.
For example, some people may not want their website activity to be
tracked.
• Cost: Web analytics platforms can be expensive, especially for businesses
with large websites.
• Overall, web analytics is a valuable tool for businesses that want to
understand their website traffic and improve their website performance.
However, it is important to be aware of the limitations of web analytics
before using it.
3 Competitive Data: Panel Based measurement, ISP Based
Measurement, Search Engine Data; Organizational Structure
• Competitive data refers to information and insights about competing
businesses or organizations operating in the same industry or market.
It includes data related to their strategies, performance, market
share, customer base, products or services, pricing, marketing
campaigns, and more. Competitive data is crucial for businesses as it
helps them understand the competitive landscape, make informed
decisions, and gain a competitive advantag
• Panel-based measurement
• Panel-based measurement is a methodology for collecting competitive
data by surveying a sample of internet users. This methodology involves
recruiting a panel of participants, which is a group of pre-selected
individuals or households, and collecting data from them through surveys,
interviews, or other data collection methods.
• Advantages:
• Representative sample: Panels are carefully selected to represent a larger population
of interest.
• Data accuracy: Panel-based measurement is often seen as the most accurate
methodology for collecting competitive data.
• Longitudinal data: Panels can be used to collect longitudinal data, which means that
data can be collected over time. This can be helpful for tracking trends and changes
in online behavior.
• Disadvantages:
• Cost: Panel-based measurement can be expensive.
• Response bias: Panel participants may be more likely to respond to surveys if they
are interested in the topic of the survey. This can introduce bias into the data.
• Panel attrition: Panel participants may drop out of the panel over time, which can
reduce the size of the panel and make it less representative of the population.
• ISP-based measurement
• ISP-based measurement is a methodology for collecting competitive data by
leveraging data provided by internet service providers (ISPs). This methodology
involves monitoring and analyzing internet traffic, user interactions, and other
relevant metrics to gain insights into online activities, trends, and patterns.
• Advantages:
• Scalability: ISP-based measurement is a very scalable methodology. ISPs can collect data from
a large number of users, which can provide insights into broader trends and behaviors.
• Cost-effectiveness: ISP-based measurement is relatively inexpensive. ISPs typically charge a
fee for access to their data, but this fee is often much lower than the cost of panel-based
measurement or search engine data.
• Disadvantages:
• Data access: ISPs are often reluctant to share their data with third parties, and they may
require businesses to sign non-disclosure agreements.
• Data accuracy: ISP-based measurement can be less accurate than other methods of collecting
competitive data. This is because ISPs may not have access to all of the data that is relevant
to a particular business, and they may not be able to track user activity in real time.
• Privacy concerns: Some people may have privacy concerns about ISP-based measurement.
For example, some people may not want their internet activity to be tracked.
• Search Engine Data
• Search engine data is a methodology for collecting competitive data by
analyzing search engine data to track the performance of websites and
identify trends. This data can be used to optimize websites for search
engines, track the effectiveness of marketing campaigns, and identify new
opportunities.
• Advantages:
• Inexpensive: Search engine data is relatively inexpensive and easy to collect.
• Real-time data: Search engine data is often available in real time, which can be
helpful for tracking trends and changes in online behavior.
• Disadvantages:
• Data accuracy: Search engine data can be less accurate than other methods of
collecting competitive data. This is because search engines may not have access to all
of the data that is relevant to a particular business, and they may not be able to track
user activity in real time.
• Incomplete data: Search engine data may not be complete. This is because not all
users use search engines, and not all search queries are recorded.
• Organizational Structure
• The organizational structure for handling competitive data within an organization
may vary depending on its size, industry, and specific needs. However, here are
some key elements that can be considered in the organizational structure for
managing competitive data:
• Competitive Intelligence (CI) Team: Establish a dedicated team responsible for
gathering, analyzing, and disseminating competitive data within the organization.
This team may consist of professionals with expertise in market research, data
analysis, and industry knowledge.
• Reporting Line: Determine the reporting line for the CI team. It can directly
report to senior management or be part of the marketing, strategy, or business
development department, depending on the organization’s structure and
priorities.
• Information Sources: Identify the key sources of competitive data relevant to the
organization’s industry. This may include industry reports, market research firms,
competitor websites, industry conferences, customer feedback, social media, and
other relevant channels. The CI team should have access to and actively monitor
these sources.
4 Type and Size of Data, identifying unique
page definition, Cookies, Link Coding Issues
• The type and size of data can vary depending on the context and the
specific needs of an organization. Here are some common types and sizes
of data that organizations may encounter:
• Structured Data: Structured data refers to data that is organized and
formatted in a specific way, typically stored in databases or spreadsheets. It
includes data such as customer information, sales transactions, inventory
records, financial statements, and other structured datasets. Structured
data is typically categorized, labeled, and easily searchable.
• Unstructured Data: Unstructured data refers to data that does not have a
predefined format or organization. It can include text documents, emails,
social media posts, images, videos, audio files, and other forms of
multimedia. Unstructured data is often more challenging to process and
analyze compared to structured data due to its varied formats and lack of
clear organization.
• Big Data: Big data refers to extremely large and complex datasets that exceed the
processing capabilities of traditional data management tools. It is characterized by its
volume, velocity, and variety. Big data often involves analyzing large amounts of
structured and unstructured data from diverse sources, such as social media, sensor
networks, transaction logs, and more. Advanced analytics techniques and technologies
are used to extract insights from big data.
• Real-time Data: Real-time data refers to data that is generated and processed instantly
or with minimal delay. It is often associated with real-time systems, such as stock market
trading, IoT devices, or social media feeds. Real-time data requires fast and efficient
processing to enable timely decision-making and response.
• Internal Data: Internal data refers to data that is generated and collected within an
organization’s own systems and processes. It includes data from customer relationship
management (CRM) systems, enterprise resource planning (ERP) systems, financial
systems, and other internal databases. Internal data provides insights into the
organization’s operations, performance, and customer interactions.
• External Data: External data refers to data that is obtained from sources outside the
organization. It can include market research reports, industry data, public datasets,
government data, competitor information, social media data, and more. External data
enriches internal data by providing broader market insights and external benchmarks.
• Identifying unique page definition

• URL: The URL (Uniform Resource Locator) is the web address that
uniquely identifies a page on the internet. Each web page typically
has a unique URL that distinguishes it from other pages. Analyzing the
URL structure can help identify unique pages within a website.
• HTML Structure: The HTML structure of a web page includes
elements such as headings, paragraphs, images, links, and other
content elements. Analyzing the HTML structure can reveal patterns
and unique combinations of elements that define a specific page.
• Content: The content of a web page, including text, images, videos,
and other media, plays a significant role in defining its uniqueness.
Analyzing the textual content and media assets can help identify
distinct pages based on their unique content.
• Metadata: Web pages often contain metadata, such as title tags, meta
descriptions, and keywords. Analyzing the metadata associated with a page can
provide additional insights into its unique characteristics.
• Navigation and Internal Links: The navigation structure and internal linking within
a website can help identify unique pages. Pages that are accessible through
different navigation paths or have specific links pointing to them may be
considered unique.
• Page Functionality: Some pages on a website may have unique functionalities or
features that distinguish them from others. For example, a contact form, a search
page, or a product details page may have unique characteristics that set them
apart.
• Dynamic Parameters: In some cases, web pages may have dynamic parameters
appended to their URLs, such as session IDs or tracking codes. Analyzing and
understanding these parameters can help differentiate between unique pages.
• Cookies
• Cookies are small text files that are stored on a user’s device when they visit a website.
They serve various purposes and play an important role in enhancing the browsing
experience. Here are some key aspects of cookies:
• Function: Cookies serve different functions depending on their type. Some cookies are
necessary for the basic functionality of a website, such as remembering login credentials
or items in a shopping cart. Others are used for analytical purposes, tracking user
behavior, personalization, and targeted advertising.
• Information Storage: Cookies store specific information related to a user’s interaction
with a website. This information can include preferences, browsing history, session data,
and user-specific settings. When a user revisits a website, cookies help retrieve this
stored information, allowing for a more personalized and efficient browsing experience.
• First-Party vs. Third-Party Cookies: First-party cookies are set by the website the user is
currently visiting, while third-party cookies are set by external domains or advertisers
that have content embedded on the website. Third-party cookies are often used for
tracking and targeted advertising purposes.
• Privacy Concerns: While cookies are generally harmless, there are privacy concerns
associated with the collection and use of user data. Some users may be uncomfortable
with the idea of their browsing activities being tracked and their data being shared with
third parties. To address these concerns, many websites provide cookie consent notices
and privacy policies that allow users to manage their cookie preferences
5 Key Performance Indicator, Need,
Characteristics, Perspective and Uses
• Key Performance Indicators (KPIs) are quantifiable metrics used to measure
the performance and effectiveness of an organization, department, or
specific activities within a business. They serve as important benchmarks
for evaluating progress, identifying areas for improvement, and aligning
business goals with performance outcomes. Here are the key aspects of
KPIs:
• Need for KPIs:
• KPIs are essential for tracking and assessing the success of an organization
in achieving its objectives. They provide a clear and measurable framework
for evaluating performance, identifying strengths and weaknesses, and
making data-driven decisions. KPIs help organizations stay focused on their
strategic goals and measure progress over time.
• Characteristics of Effective KPIs:
• Measurable: KPIs must be quantifiable and measurable in order to track
progress accurately. They should be based on data that can be collected
and analyzed consistently.
• Relevant: KPIs should directly align with the organization’s strategic
objectives and reflect the critical success factors. They should focus on the
aspects of performance that have the most significant impact on the
organization’s goals.
• Actionable: KPIs should be actionable, meaning they should provide
insights and information that can drive meaningful actions and
improvements. They should be specific enough to guide decision-making
and drive performance improvements.
• Time-bound: KPIs should be time-bound, with clear targets and deadlines.
This allows for monitoring progress over specific periods and enables
timely adjustments and interventions.
• Uses of KPIs:
• Performance Evaluation: KPIs provide a basis for evaluating the
performance of individuals, teams, departments, and the overall
organization. They help identify areas of success and areas needing
improvement.
• Goal Setting and Alignment: KPIs help set specific, measurable, attainable,
relevant, and time-bound (SMART) goals. They align individual and
departmental goals with the broader organizational objectives.
• Decision-making: KPIs provide objective data that can guide decision-
making at various levels within the organization. They provide insights into
areas of strength, weakness, and opportunities for improvement.
• Performance Monitoring: KPIs allow for ongoing monitoring of progress
towards goals and objectives. They provide real-time or periodic updates
on performance, enabling proactive actions to address any issues or
deviations.
6 Web analytics Tools: A/B testing, Online
surveys, Web Crawling and Indexing
• A/B testing is a web analytics tool that allows you to test two versions
of a web page or landing page against each other to see which one
performs better. This can be a great way to improve the conversion
rate of your website or landing page.
• A/B testing, also known as split testing, is a method used in marketing
and experimentation to compare two versions of a webpage,
advertisement, or other digital content to determine which one
performs better in achieving a specific goal or outcome. It involves
randomly dividing a sample of users into two groups: Group A and
Group B.
• Online Surveys
• Online surveys are a popular method of collecting data and gathering insights from a targeted
audience. They involve the distribution of a set of questions through digital platforms, such as
websites, email, social media, or survey platforms, to collect respondents’ opinions, feedback, or
demographic information.
• Here are some key aspects of online surveys:
• Design: Online surveys can be designed using various question formats, including multiple-choice,
open-ended, Likert scale, or rating scales. The design should be user-friendly, visually appealing,
and easy to navigate to encourage higher response rates.
• Target Audience: Online surveys allow researchers to reach a wide range of participants, including
specific demographics or individuals with particular interests. Targeting the right audience
ensures that the collected data is relevant to the research objective.
• Convenience and Accessibility: Respondents can complete online surveys at their convenience,
from any location with internet access. This convenience factor leads to higher response rates
compared to other data collection methods, such as phone or in-person interviews.
• Data Collection: Online surveys automatically collect and store responses in a centralized
database, eliminating the need for manual data entry. This streamlines the analysis process and
reduces the chances of data entry errors.
• Data Analysis: Online survey platforms often provide tools for data analysis, including generating
summary statistics, creating visualizations, and exporting data for further analysis. Researchers
can gain insights by analyzing response patterns, identifying trends, and drawing conclusions from
the collected data.
• Web Crawling
• Web crawling and indexing are fundamental processes in the field of web
search engines, allowing for efficient and comprehensive search results.
Here’s an explanation of both processes:

• Web Crawling: Web crawling, also known as web scraping or spidering,

refers to the automated process of systematically browsing the World Wide
Web to discover and gather information from web pages. It involves the
use of web crawlers or bots, which are computer programs that navigate
through web pages by following hyperlinks.
• The web crawler starts with a list of seed URLs and proceeds to visit each
URL, extracting the content and following any outgoing links on the page.
This process continues recursively, enabling the crawler to access and
collect data from a large number of web pages. The collected data can
include text, images, metadata, and other relevant information.
• Indexing: Once web pages are crawled, the next step is indexing. Indexing is
the process of organizing and storing the collected web page data in a
structured manner to facilitate quick and efficient search retrieval. The
data is typically stored in an index database that allows for fast searching
and retrieval of relevant information.
• During indexing, various techniques are employed to analyze and extract
key information from web pages. This can include extracting text content,
identifying important keywords, generating metadata, and establishing
relationships between different web pages. The indexed data is organized
in a way that makes it searchable based on user queries.

• Indexing allows search engines to quickly retrieve relevant search results

based on user queries. By matching the search query against the indexed
data, search engines can rank and display the most relevant web pages to
the user.
7 Social Campaigns: Goals and evaluating outcomes,
Measuring and Analyzing Social Campaigns (Facebook
• Social campaigns refer to strategic marketing initiatives that are
executed on social media platforms to achieve specific goals. These
campaigns can be designed to raise brand awareness, increase
engagement, drive website traffic, generate leads, or promote specific
products or services. Evaluating the outcomes of social campaigns is
crucial to measure their effectiveness and determine the return on
investment.
•
• Campaign Goals: Clearly define the goals of your social campaign before
launching it.
• Key Performance Indicators (KPIs): Determine the KPIs that align with your
campaign goals.
• Metrics and Tracking: Utilize social media analytics tools and tracking
mechanisms to collect relevant data and metrics.
• Data Analysis: Analyze the collected data to evaluate the outcomes of your
social campaign.
• Return on Investment (ROI): Calculate the ROI of your social campaign by
comparing the costs incurred with the outcomes achieved.
• Campaign Optimization: Use the insights gained from the evaluation
process to optimize future social campaigns.
Measuring and Analyzing Social Campaigns
1. Define Objectives and KPIs: Set clear goals for your social campaign
and identify the metrics that will measure its success.
2. Implement Tracking Mechanisms: Use tracking tools and
technologies to gather data about your campaign's performance.
3. Monitor Reach and Engagement: Track the number of people who
see your content and how they interact with it.
4. Analyze Conversion and Sales Data: If your campaign aims to drive
conversions or sales, track and analyze the data related to these
actions.
5. Audience Insights: Gain insights into your target audience by
analyzing demographic data and other information.
6. A/B Testing: Conduct A/B tests to see what variations of your
campaign elements resonate best with your audience.
7. Reporting and Visualization: Create reports that showcase the
performance of your social campaigns and use data visualization to
present the information in a clear and understandable format.
8. Continuous Optimization: Regularly review the performance data
and insights gained from your campaigns and adjust your strategies
accordingly.
8 Categories of Traffic, Organic traffic, Paid
traffic
• Organic traffic: This is traffic that comes to your website from search engines. It is unpaid traffic,
which means that you do not have to pay for it. Organic traffic is typically the most valuable type
of traffic, as it is made up of people who are actively looking for information about your products
or services.
• Paid traffic: This is traffic that comes to your website from paid advertising campaigns. You pay for
this traffic, typically on a cost-per-click (CPC) or cost-per-impression (CPM) basis. Paid traffic can
be a great way to drive traffic to your website quickly, but it can also be expensive.
• Direct traffic: This is traffic that comes to your website by typing your website's URL directly into
their browser. This type of traffic is typically made up of people who are familiar with your
website and know where to find it.
• Referral traffic: This is traffic that comes to your website from other websites. This type of traffic
is typically made up of people who have clicked on a link to your website on another website.
• Social traffic: This is traffic that comes to your website from social media platforms. This type of
traffic is typically made up of people who have seen your content on social media and clicked on a
link to your website.
Category Description

Organic
Traffic that comes to your website from search engines.
traffic

Paid traffic Traffic that comes to your website from paid advertising campaigns.

Traffic that comes to your website by typing your website's URL

Direct traffic
directly into their browser.

Referral
Traffic that comes to your website from other websites.
traffic

Social traffic Traffic that comes to your website from social media platforms.
9 Website Traffic Analysis, Traffic Trends, Site
overlap and Opportunities
• Website traffic analysis is the process of examining and understanding
the traffic patterns and behavior of visitors on a website. It involves
gathering and analyzing data to gain insights into the performance of
a website, understand visitor preferences, and identify opportunities
for improvement. In this article, we will explore traffic trends, site
overlap, and opportunities in website traffic analysis.
• Traffic Trends
• Overall Traffic Volume: The total number of visits or sessions on a
website provides an overview of its popularity and reach.
• Traffic Sources: Understanding how visitors find and access the site is
essential, including organic search traffic, direct traffic, referral traffic,
and paid traffic.
• Seasonal and Cyclical Patterns: Many websites experience seasonal or
cyclical fluctuations in traffic. Understanding these patterns helps
businesses plan and adjust their marketing activities accordingly.
• Traffic by Device: Analyzing traffic by device (desktop, mobile, tablet)
provides insights into the preferences and behaviors of visitors.
• Site Overlap
• Competitor Analysis: By analyzing site overlap with competitors,
businesses can understand their market share and identify
opportunities for growth.
• Audience Insights: Site overlap analysis provides valuable audience
insights by identifying websites that attract a similar audience.
• Content and Keyword Analysis: Analyzing the content and keywords
that overlap between websites helps businesses identify popular
topics, keywords, and trends in their industry.
• Opportunities
• User Experience Optimization: Analyzing visitor behavior, such as
bounce rates, time spent on site, and page views per session, helps
identify areas for improving the user experience.
• Conversion Rate Optimization: Analyzing conversion rates and
identifying bottlenecks in the conversion funnel helps businesses
improve their website’s ability to convert visitors into customers.
• Content Strategy Enhancement: By analyzing the performance of
different content types, businesses can refine their content strategy.
• Audience Segmentation: Analyzing visitor demographics, interests,
and behavior helps businesses segment their audience and
personalize their marketing efforts.
10 Site Visits: Conducting a site visit, Benefits
of site visits
• Conducting a site visit is an essential part of gathering firsthand
information and understanding the context of a physical location,
facility, or organization. Site visits provide an opportunity to observe,
interact, and collect data directly from the site, enabling a deeper
understanding of the environment, processes, and people involved.
Benefits of site visits

1. Contextual Understanding: Gain a contextual understanding that goes beyond what can be
learned from secondary sources or remote observations. The ambiance, atmosphere, and
physical surroundings of the site contribute to a holistic understanding of the environment.
This contextual understanding helps researchers or visitors to better interpret and analyze the
data collected, as they can consider the physical and social factors that may influence the
observed phenomena.
2. Verification of Information: Confirm the accuracy and reliability of the information they have
gathered. This verification process helps ensure the integrity of the data and enhances the
validity of any conclusions or findings derived from the site visit.
3. Identification of Challenges and Opportunities: Encounter challenges or obstacles that may not
have been apparent from remote observations or secondary information. Propose
recommendations or interventions that can improve the site’s functioning. Reveal untapped
opportunities or innovative practices that can be shared and replicated in other contexts.
4. Rich and Contextual Data: Capture the nuances, complexities, and real-life situations
experienced at the site. Provide a more comprehensive understanding of the phenomena
under study. Generate more accurate and meaningful insights. Highly valuable in research,
planning, or decision-making processes.
5. Enhanced Collaboration and Communication: Establish stronger
connections with site personnel or stakeholders. Foster a sense of
partnership and mutual understanding. Lead to more effective problem-
solving, decision-making, and implementation of initiatives.
6. Practical and Actionable Recommendations: Grounded in firsthand
experiences and insights gained from being on-site. Specific, relevant,
and tailored to the unique characteristics and challenges of the site.
Drive positive change and enhance the performance of the site or
organization.
7. Planning and Preparation: Define the purpose and objectives of the visit.
Determine the specific areas or aspects to focus on. Schedule the visit in
coordination with the site’s management or relevant personnel. Obtain
necessary permissions or clearances. Ensure the availability of required
resources. Organize any necessary logistics.
8. Familiarization with the Site: Understand the layout, infrastructure,
facilities, and any relevant safety or security protocols. Navigate the
premises more effectively. Identify key areas or points of interest for
observations or data collection.
9. Observations and Data Collection: Make firsthand observations and
collect relevant data. Use various methods such as visual observation,
interviews, surveys, photography, or video documentation. The specific
data collection methods will depend on the objectives of the visit and
the nature of the site.
10. Interactions and Interviews: Engage in direct interactions with site
personnel, stakeholders, or visitors. Gather valuable insights into the
daily operations, challenges, and successes of the site. Conduct
interviews to gather qualitative data, gain deeper understanding, and
capture perspectives that may not be evident through mere
observations. Engage in conversations to establish rapport and build
relationships with the people involved.
11 Introduction to WA 2.0, difference with
WA1.0
• Web Analytics 2.0 goes beyond traditional website-centric metrics and focuses on
understanding the behavior, preferences, and needs of individual users. It
emphasizes the importance of context, real-time insights, and a holistic view of
the customer journey. With Web Analytics 2.0, businesses can gain a deeper
understanding of user interactions, optimize their online presence, and drive
meaningful outcomes.
• Features of Web Analytics 2.0:
• User-Centric Focus: Web Analytics 2.0 shifts the focus from tracking aggregate
data to understanding individual users. It emphasizes the importance of
personalization, segmentation, and targeting to provide relevant and tailored
experiences.
• Multichannel Tracking: Web Analytics 2.0 acknowledges that user interactions
happen across multiple channels and touchpoints. It enables businesses to track
and analyze user behavior across websites, social media, mobile apps, email
campaigns, and other digital channels.
• Real-Time Insights: Web Analytics 2.0 leverages real-time data processing
and visualization techniques to provide up-to-date insights into user
behavior. This enables businesses to respond quickly to changes, identify
trends, and make data-driven decisions in real-time.
• Advanced Analytics Techniques: Web Analytics 2.0 embraces advanced
analytics techniques such as predictive analytics, machine learning, and
artificial intelligence. These techniques allow for sophisticated analysis,
pattern recognition, and predictive modeling to uncover hidden insights
and trends.
• Attribution Modeling: Web Analytics 2.0 takes a more comprehensive
approach to attribution by considering multiple touchpoints along the
customer journey. It enables businesses to understand the impact of
various marketing channels and interactions on conversions and outcomes.
• Customer Lifetime Value (CLV) Analysis: Web Analytics 2.0 recognizes the
importance of customer retention and long-term value. It enables
businesses to measure and analyze customer lifetime value, identify high-
value segments, and tailor marketing efforts to maximize customer
engagement and loyalty.
Feature WA 1.0 WA 2.0

Can be slow
Performance and Improved speed and responsiveness
unresponsive
New features, such as custom fields, export
Fewer
Features to CSV, and integration with other
features
applications
Can be
Usability difficult to use Redesigned for usability
and navigate

Enhanced security features, such as two-

Security Less secure
factor authentication and data encryption
12 Natural Language Processing Techniques
for Micro-text Analysis
• Micro-text analysis refers to the process of analyzing short and concise text
data, such as social media posts, tweets, product reviews, and chat
messages. Natural Language Processing (NLP) techniques play a crucial role
in extracting meaningful insights from micro-text data.
• NLP Techniques in micro-text analysis:
• Tokenization: Tokenization is the process of breaking down a text into
individual tokens or words. In micro-text analysis, tokenization helps in
segmenting short text data into meaningful units, allowing for further
analysis.
• Part-of-speech Tagging: Part-of-speech tagging assigns grammatical labels
(e.g., noun, verb, adjective) to each word in a sentence. It helps in
understanding the syntactic structure of micro-texts and extracting
relevant information.
• Named Entity Recognition (NER): NER identifies and classifies named
entities, such as people, organizations, locations, and dates, within micro-
texts. It helps in extracting specific entities mentioned in the text and
understanding their relationships.
• Sentiment Analysis: Sentiment analysis determines the sentiment or
opinion expressed in a micro-text, whether it is positive, negative, or
neutral. It is commonly used in analyzing product reviews, social media
posts, and customer feedback.
• Topic Modeling: Topic modeling is a technique that discovers latent topics
within a collection of micro-texts. It helps in identifying the main themes or
subjects discussed in the text data.
• Emotion Detection: Emotion detection aims to identify the emotional
content or sentiment expressed in micro-texts. It goes beyond simple
sentiment analysis by detecting specific emotions such as joy, anger,
sadness, or surprise.
• Text Classification: Text classification involves categorizing micro-texts into
predefined categories or classes. It is useful for tasks like spam detection,
topic classification, and sentiment-based categorization.
• Language Detection: Language detection determines the language in
which a micro-text is written. It is particularly helpful in multilingual
contexts, where micro-texts may be in different languages.
• Intent Classification: Intent classification involves identifying the
intention or purpose behind a micro-text, such as whether it is a
question, request, complaint, or suggestion. It aids in understanding
user intent and facilitating appropriate responses.
• Named Entity Extraction: Named entity extraction involves
identifying and extracting named entities from micro-texts, such as
people’s names, organizations, locations, or dates. It helps in building
knowledge graphs or understanding key entities mentioned in micro-
texts.