Lesson 1

Question 1

What is Web Analytics?

Answer 1

the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage

not just a process for measuring web traffic, but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website

Question 2

web analytics as cookies

Answer 2

It is data collected through “cookies”, which may temporarily fail or not be accepted by a user (~4% of times)

It is not financial or accounting data, but instead is directional data that can be leveraged for optimizing the online experience

Question 3

Why is web analytics important?

Answer 3

• Forrester predicts that online sales will account for 17% of all US Retail sales by 2022
• Real-time and actionable data is necessary for survival
• Online behavior is now leveraged to optimize in store experience
• Traditional Media spend is still growing, but slowly vs Digital

Question 4

Web Analytics data on online marketing campaigns allows us to:

(4 things)

Answer 4

1. Evaluate the performance of each digital campaign and how they compare to each other
2. Calculate marginal return and ROI to improve Media Spend ($$$)
3. Evaluate the most effective creative assets
4. Create personalized ads based on past behaviors

Question 5

How does Web Analytics help with customers browsing the site?

Answer 5

• What are the most popular paths people take on the website?
• Are shoppers leaving the checkout process on a specific page?
• If a visitor comes to the website through a specific marketing campaign, do they follow the anticipated path on the website?

Question 6

How does Web Analytics help with On-Site Content?

Answer 6

• Which on-site ads help convert visitors into buyers?
• How does content like articles, recipes, blog posts, etc. help attract visitors to the site?
• Does on-site content help persuade visitors to convert?
• Does the on-site search functionality work effectively? Do searches return results?

Question 7

What is big data?

Answer 7

Big data analytics is the process of examining large amounts of data to uncover hidden patterns, unknown correlations and other useful information. Such information is key to obtain competitive advantages. The primary goal of big data analytics is to help companies make better business decisions.

Question 8

What is the difference bw a thermometer and a thermostat?

Answer 8

A thermometer can only read the temperature in the room while a
thermostat can read and adjust the temperature.