MIT Art Design and Technology University

MIT School of Computing, Pune

21BTDA505-Web Programming and Analysis

Class - TY. (SEM-I)

Web Analytics

Prof. Rohini Bhosale

AY 2024-2025 SEM-I
Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 2 and Technology University, pune
Department of Information Technology, MIT School of Computing, MIT Art Design
 Title: Server Side Technologies

Syllabus:
❖ Web Analytics
❖ Introduction to Web Analytics,
❖ History,
❖ Components of Web analytics,
❖ types of web analytics,
❖ role of a Web analyst
❖ Google Analytics,
❖ Web Analytics Process
❖ E-Commerce Analytics,
❖ CRM

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

➢ How do you know what people do when they visit your website, so you can make
decisions to improve their experience and achieve your business goals?

➢ Do you feel like you're missing out on valuable insights and opportunities because
you don't understand your website user metrics and data?

➢ Web analytics may seem confusing at first, but when you grasp the basics it becomes
an invaluable resource to improve the user experience (UX), drive more
conversions, and increase revenue.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ What is web analytics?
➢ Web analytics is the process of tracking and understanding how people use your
website.
➢ It's ultimate goal is to help you understand your users with data so you can optimize
your site's performance and improve UX.
➢ You collect and analyze user data using web analytics tools to track what happens
on your site and answer important questions, including:
■ How many people visit your site?
■ Where do they come from?
■ Which pages do they visit?
■ How long do visitors spend on your most important pages?
■ How many leave after visiting a single page?
❖ These insights help you ensure your site is user-friendly and that it truly resonates with
your target audience, so you can create delight.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Definition-
Web analytics is the process of collecting, measuring, analyzing, and reporting data
related to website usage.
It helps businesses understand how users interact with their online properties,
enabling them to make informed decisions to improve website performance and
enhance user experience.

➢ In the context of Amazon, web analytics helps track how users interact with the
platform, enabling personalized experiences and improved sales strategies.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Amazon is a prime example of how web analytics can transform a business.
❖ As one of the world's largest e-commerce platforms, Amazon uses web analytics to
monitor user behavior, personalized shopping experiences, and optimize conversions.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ How Amazon Uses Web Analytics
➢ Tracking User Behavior
Amazon tracks every interaction that users have on its website. It monitors:
■ What products users search for.
■ What pages they visit.
■ How much time they spend browsing.
■ What items they add to their carts and wishlists.
■ How often they abandon their shopping carts.
➢ These insights allow Amazon to understand its users' preferences and pain points.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ How Amazon Uses Web Analytics
➢ Personalized Recommendations
Web analytics helps Amazon create personalized product recommendations based on
browsing history, past purchases, and user preferences.
➢ For example:
■ If a user frequently looks for tech gadgets, Amazon’s recommendation system, powered
by analytics, will prioritize related items like laptops or smartphones.
■ The "Customers who bought this also bought" feature is driven by analytics of
purchasing patterns.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ How Amazon Uses Web Analytics
➢ Optimizing Conversions By analyzing data from various touchpoints, Amazon identifies
bottlenecks in the purchase process. For instance:
■ If data shows that many users are abandoning their carts at the payment page, Amazon
might test different layouts or payment options to see what reduces abandonment.
■ They continuously monitor and improve the checkout process, shipping options, and
delivery times based on user feedback and analytics.

➢ A/B Testing Amazon uses A/B testing to enhance website elements. With A/B testing, they:
■ Display two versions of a web page to different sets of users.
■ Track which version results in higher engagement or sales. For example, changing the
color of a "Buy Now" button or altering the layout of product pages based on user data
can significantly increase conversions.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 History of Web Analytics
Era Technology Tools Key Features Key Metrics
Analog, Basic parsing of server logs, Hits, IP addresses,
1990s: Log Files Log File Analysis
Webalizer counting hits and page views Timestamps

Late 1990s: JavaScript-based Early Hit Client-side tracking, tracking Pageviews, Sessions, Unique
JavaScript Tracking Tracking Counters visitors through JavaScript Visitors

2000s: Google JavaScript Tracking Google Analytics, Free, accessible analytics, goal Traffic Sources, Conversion
Analytics + Cloud Omniture tracking, source tracking Rates, Funnels

2010s: Advanced Mobile and Web Adobe Analytics, Cross-platform tracking, real- Real-time Data, Mobile App
Analytics Analytics Kissmetrics time analytics, user behavior Metrics

AI, Machine User Engagement, Predictive

Present Day: AI & Google Analytics Predictive analytics, AI-driven
Learning, Privacy Trends, Privacy-focused
Privacy 4, Hotjar insights, GDPR compliance
Compliance Metrics

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics involves several components that help in measuring and analyzing the
performance of websites and online platforms.
❖ These components are essential for gathering data, making sense of it, and taking actionable
steps to improve user experience and business outcomes.
❖ Below are the major components of web analytics:

❖ The visitors trigger the tracking code, which collects data on how they act while on your site and
then sends that information to the analytics platform.
❖ You can then see the data in your analytics solution and create reports based on this data.
Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Types of Web Analytics
❖ Web analytics can be broadly categorized into several types, each focusing on different aspects of
user behavior, website performance, and business outcomes. Here are the main types:

1. Descriptive Analytics
● Purpose: Descriptive analytics answers "What happened?" by summarizing past data.
● Example: It provides insights into metrics like pageviews, number of unique visitors, average
session duration, bounce rate, and traffic sources.
● Use Case: Tracking how many people visited a website last month and which pages were most
popular.

2. Diagnostic Analytics
● Purpose: Diagnostic analytics helps explain why something happened by identifying trends and
patterns in historical data.
● Example: It identifies reasons for a drop in traffic, such as a website redesign or a change in
marketing campaigns.
● Use Case: Analyzing why the bounce rate suddenly increased after a particular update to a
landing page.
Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Types of Web Analytics
3. Predictive Analytics
● Purpose: Predictive analytics answers "What is likely to happen?" by using data, statistical
algorithms, and machine learning to forecast future outcomes.
● Example: It predicts trends, like how likely visitors are to convert into customers based on their
past behavior.
● Use Case: Predicting how many users will sign up for a service based on current trends and
traffic patterns.

4. Prescriptive Analytics
● Purpose: Prescriptive analytics provides recommendations on what to do next by suggesting
actions to achieve desired outcomes.
● Example: It uses algorithms to suggest optimal marketing strategies or user experience
improvements to increase conversion rates.
● Use Case: Recommending the best time to launch a marketing campaign based on predictive
analytics.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Types of Web Analytics
5. Real-Time Analytics
● Purpose: Real-time analytics allows for tracking and analysis of data as it happens, providing
immediate insights.
● Example: Monitoring current website visitors, their interactions, and activity in real-time.
● Use Case: Analyzing how users are engaging with a site during a flash sale to make quick
adjustments (e.g., changing banners or offers).

6. Behavioral Analytics
● Purpose: Focuses on understanding how users interact with a website or product by analyzing
user actions and behaviors.
● Example: Tracking user journeys, clicks, time on page, scroll behavior, and session recordings.
● Use Case: Studying how users navigate through the website to optimize the user flow and
reduce abandonment rates.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Types of Web Analytics
7. Cohort Analysis
● Purpose: This type of analysis groups users into cohorts based on shared characteristics to
understand patterns over time.
● Example: Grouping users by the time of their first visit and tracking their engagement or
purchasing behavior over a specific period.
● Use Case: Analyzing whether users who signed up during a promotion behave differently than
those who signed up organically.

8. Event-Based Analytics
● Purpose: Tracks specific user interactions or events on a website (e.g., button clicks, form
submissions).
● Example: Analyzing how often users click the "Add to Cart" button or submit a contact form.
● Use Case: Identifying bottlenecks in a user flow by analyzing at which step in the checkout
process users are abandoning their cart.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Types of Web Analytics
9. Funnel Analytics
● Purpose: Funnel analytics measures how users progress through specific steps or processes,
such as a sales or sign-up funnel.
● Example: Tracking how many users move from product view to adding items to the cart and
completing the checkout process.
● Use Case: Analyzing where users drop off in the purchase process and optimizing those steps to
improve conversions.

10. Marketing Analytics

● Purpose: Focuses on analyzing the performance of marketing campaigns, including paid ads,
email marketing, and social media.
● Example: Tracking the performance of Google Ads, social media campaigns, or email open rates.
● Use Case: Determining which marketing channels bring the most valuable traffic and ROI.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Types of Web Analytics
11. SEO Analytics
● Purpose: Focuses on tracking and analyzing the effectiveness of a website's search engine
optimization (SEO) efforts.
● Example: Analyzing organic traffic, keyword rankings, click-through rates (CTR), and page
authority.
● Use Case: Tracking how website improvements (e.g., better meta tags, backlinks) affect search
rankings over time.

12. A/B Testing and Experimentation Analytics

● Purpose: Used for testing two or more variations of a webpage or feature to see which version
performs better.
● Example: Running A/B tests on two different landing pages to measure which one converts
more users.
● Use Case: Determining which page layout or call-to-action leads to higher sign-ups or purchases.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Types of Web Analytics
13. Mobile Analytics
● Purpose: Focuses on understanding user behavior specifically on mobile devices or apps.
● Example: Tracking mobile traffic, app downloads, and in-app behavior.
● Use Case: Analyzing app user engagement and optimizing the mobile experience to improve
retention rates.

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 CRM
❖ https://www.linkedin.com/advice/3/how-can-you-integrate-web-analytics-crm-syste
ms-favbc
❖ https://www.agilecrm.com/crm-analytics
❖ https://www.nutshell.com/blog/integrating-your-crm-with-web-analytics-and-trackin
g-tools
❖ https://www.salesforce.com/ap/hub/crm/make-better-decisions-with-crm-analytics/

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Introduction to Web Analytics
❖ Web analytics: everything you need to know to improve your site’s UX

Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University, pune
 Thank You

33 pune
Department of Information Technology, MIT School of Computing, MIT Art Design and Technology University,