Session 6 Portfolio

Report
Web and social analytics are essential tools in today's digital ecosystem for organisations trying
to comprehend and maximise their online presence. While social analytics focuses on gauging
interactions and sentiments across social media platforms, web analytics collects and analyses
data about user behaviour, website performance, and engagement indicators. Because they offer
organisations meaningful insights into consumer preferences, market trends, and the efficacy of
digital marketing campaigns, these analytics are essential. Website traffic, engagement rates, and
conversion rates are examples of key metrics and KPIs that are frequently used in web and social
analytics. These metrics are useful indicators of an online business's performance, enabling them
to assess their audience engagement, reach, and effectiveness of conversions. Popular options for
collecting and evaluating web and social media data include Google Analytics, Hootsuite, and
Sprout Social, which provide extensive tools for tracking, reporting, and optimisation.
Notwithstanding their advantages, problems including real-time analytics requirements, data
privacy compliance, and complicated data integration remain. By placing a high priority on data
protection, making investments in integrated analytics platforms, and utilising cutting-edge
technologies like AI and machine learning to gain predictive insights, businesses may overcome
these obstacles. Examples from the real world show how web and social analytics are used in
real-life settings to propel corporate success. Overall, it is impossible to overestimate the
significance of web and social analytics in the current digital era since they enable companies to
improve consumer experiences, make well-informed decisions, and maintain their
competitiveness in a constantly changing online environment.