Digital and Social Analytics Exam 3 Flashcards
2 different links in HTML
Relative links
Absolute Links
Relative Links
Files in the same, or related directories
Ex:
Href=”AboutUs.html”
Href=”ContactUs.html”
Absolute links
A full URL with protocol and everything
-everyone knows the same spot
- Fully qualified name
Ex:
Href=”https://www.google.com”
Href=”https://www.smumn.edu”
Case sensitivity in URL’s
90% of the time, the URL doesn’t care about capitalization
-some servers directory’s, files, names, and query strings are case sensitive
-anything after the .com/ top level domain can be case sensitive
URL
Uniform Resource Locator
URN
Uniform resource number (ISBN)
URI
Uniform Resource Identifier
URL’s include a ____ (__) while URN’s don’t
Protocol (HTTP/HTTPS/FTP)
URL, URN, and URI are all just a way to ___
find something
-think about when you use APA and you have the DOI
-Think about ISBN’s (either 10 or 13 digits)
-think about bank routing and account #’s
What should you do with URL and domain names
keep them simple
Domain Names are Critical
-look legit, memorable, and easy to find
-all depending on how you and your users will use it
Query String
When using a browser to go to a URL, you can include a query string
-extra info added to the end of a request
Ex:
-https://Imgtfy.com/?q=Query+String+Definition
URLs and Query Strings
How to track if someone opens your emails?
-send an email w/ a picture attached to it and then attach a query string @end of the location
-when users open the mail, the mail client (typically a web browser) retrieves the image, which includes the query string (a unique member) and the server, while sending back the image for display, also updates a database with the fact that the specific query string was used… we know who opened the mail
Players in the equation (when buying a URL)
Registrar
Hosting
CDN
ICANNS
Registrar
Where to buy domain names
Hosting
Where your site lives, what physical servers are holding your 0’s and 1’s
CDN
(content delivery network)
staging content close to actual end users
High volume stuff (going viral)
ICAANS
decides numbering and naming standards and assignments
Domain name services
(phonebook for internet)
between the registrar and the hosting: DNS
-you create DNS records to tell the internet where your site lives
-You use DNS to control sub domaining like www2 and www3 for example
-Your sites are just one element- you can also tell the internet where your mail lives and how to use it
Parts of a URL
{http://}{www.}{mysite}{.com}{/bob}{/?R=334}
- what type of request (hypertext transport protocol)
- C-name -> what part of matt.com
- domain name
- top level domain
- directory name
- query string
Network solutions was the only choice
long ago they were the only registrar… in the late 1990’s the let others operate as registrars
-GoDaddy, Hover, and 1,000 other registrars now
-to make things confusing, many hosters now also provide domain name services, one stop shopping
HTML anchor tags
(the “target” attribute)
the target one opens the page in a new tab
Ex:
<a> Some text </a>
Rollover menus
what we’re doing
<ul>
<li><a> Home</a> </li>
" href "
</ul>
Data informed decisions
our goal is action
-have a plan, or at least a vision, before picking tools
DATA into INFORMATION into KNOWLEDGE into WISDOM-> ACTION
Visual Model
Data->Metrics->Insights(trend)->action
develops->leads to———->leads to
————————————————->understanding
<————————————————-Refine adjustments
Different data<-New metric request
Subjective vs Objective
focus on objective outcomes… tied to metrics
-for subjective outcomes be clear on the meaning, attack the ambiguity in the words
The practice develops over time
-don’t sell the power of a sophisticated process when just starting out
-start simple (polls, surveys, etc.)
- keep it simple
-grow the practice to embrace more complex things as you build a history and a set of tools
Individual metrics into index
-posts divided by fan base
-single # with significant meaning
-new users as % of existing users
-build an understanding of the index- there is ground work to be done first. terms must be agreed before they can drive action
Index examples
Likes/interactions
New followers/post
interactions/follower
etc.
Data visualization
think about communications- when picking formats, focus on clarity and the ability to do comparisons
Metrics reveal a new vision
given the correct metrics, analysists start to see the world differently
- metrics can frame our view of things
theory vs research model
Theories, propositions, and concepts are abstract which are then converted into concrete variables and hypothesis (things you can measure) to prove the abstract-operationalization
operationalization
converting concept to variable
constructing metrics
-basic social science… we can measure things
-as a researcher you can create your own things
-for ex, i can generate a metric about classroom seating and another about academic performance
-a very reductionist approach to theory and research
why do drivers need a dashboard
Saves them time so they don’t have to collect, organize, or analyze the data themselves. “we” walk them through the data and show them what’s important
Dashboards
Audience
why do drivers need a dashboard
pilots fly by instruments
limited time
Visuals faster than numbers
Colors
chart models
overtime comparison
Color visuals
Red: bad and internally
Yellow: Medium and tell trusted partners
green: good and share with anyone
Variety of chart models
Donuts/pies/bars/lines
Overtime comparison
year/month/week/day
Dashboards (more or summarized info)
Drill down
Roll up
Guided engagement/action
drill down
click on summary to get more details
roll up
click on ___ to get summary (store to regions)
Guided engagement/action
walking user through data
Data warehousing
data pre sliced by specific defined dimensions
-not just all the data
-all the data grouped and categorized in meaningful ways
Data warehousing vs data marts
Data warehousing
-place where data is pre-categorized, no recalibration
Data marts
-focus on one department, pre-sliced data for them, expensive to do entire organization
Make good dashboards and not great dashboards
-always room for improvement
-said much more directly, we all have stuff we can be working on “don’t ever get too good”
-don’t let perfect be the enemy of good
Reporting-communications
SENDER makes MESSAGES that they code and put in a MEDIUM and send it to a RECIEVER for FEEDBACK
Apps (Applications)
Technology choices
-native applications (runs specifically on that device)
-web applications
- hybrid applications
Native app technology
Platform / Language / Development skills
Apple iOS /Object C swift/ Stanford has great self paced course for geeks
Google android / Java or C/C++/ Computer science majors, serious coding skills
Must understand starting point
Angular HTML
React JavaScript
Bootstrap AJAX
CSS
-can see very much like wordpress or wix, but more technical level
Apps- for what ?
segments of the market
Transaction
Ads
Information
Networking
Communication
Entertainment
Education
Self improvement
Casual Gaming
Serious Gaming
Crossover Gaming
Attaching Cash
-Pay for the app
-pay for features w/in the app
-free version
- pay for premium version (compromise)
-same app or different app
More cash
-advertising within the app
-pre content
-mid content
-post content
-Bottom third or lower third (it can be anywhere on the screen)
-logo/callouts/banners (overlay over what you’re watching/doing)
Even more cash
-brand building
-indirect impacts
-influencers
-affiliate links
-major retailers
-niche markets
The long tail
online retailers can offer more niche products than physical stores
creates opportunities to aggregate many small audiences, while brick and mortar stores rely on mass market/ best sellers
Specific metrics
Users–> Creation/retention/loyalty
Sessions–> Frequency/duration
Devices
Resolutions–> Size and density (android)
Carriers
Platforms–> operating systems
Paid vs free ratio
Path analysis funneling
mobile apps can be a step w/in a sales flow
CRM (customer relationship management) profiling customer behavior
-stimulus/response works (lumpy mailer-tangible things in envelope)
Basic psychology
-intermittent (don’t know when reward is coming), positive reinforcement
Some APP issues
versions and version control (android vs iOS version, paid vs free version)
Technical talent- where do you find developers?
Explain one of the compromises
Buy or build is the basic question
-building the skillz is internally challenging
-hiring talent is cumbersome, either internally or externally
- pay for development is dangerous
Mobile oriented analytics tools
- google mobile analytics
- county (count.ly)
- Mix panel
Heat map
Where people click on the most on individual pages
Hamburger
the three lines that constitute a menu on a mobile device are referred to as this
