BUSINESS

ANALYTIC
S
UNIT IV-B : WEB ANALYTICS & SOCIAL MEDIA ANALYTICS
Unit IV – B - Contents

 Web Analytics
 Clickstream Analytics

 Engagement and Quantification Framework

 Anonymous and Registered users

 Social Media Analytics

 User generated content – Sentiment Analysis

 Analytics in digital decoding consumer intent

 Decoding customer sentiments from comments

 Text mining from opinion platforms

Web Analytics

 Web analytics is the practice of measuring, collecting, analyzing and reporting on

Internet data for the purposes of understanding how a web site is used by its
audience and how to optimize its usage (Web Analytics Association).

 Focus not limited to amount of traffic - evaluate bandwith usage & server’s
capabilities.

 Focuses on in-depth comparison of available visitor data, referral data, site navigation
patterns as well as the amount of traffic received over any specified period of time.

 Data Sources: Server Logs, Visitor’s Data, Search Engine Data, Defined
Conversion Funnels
Information from Web Analytics

Web Analytics

System Site Business Usage

Personilization
Improvement Modification Intelligence characteristics

 How many visitors visit the page daily?  What is the average visit time on website?

 Who are the regular visitors?  How often does visitor return to the site?

 What percentage of the visitors to the page  What is the average page depth of a

are registered users? visitor?

 What are the top pages that are visited on  What is the geographic distribution of
the web page? users of the website?
Clickstream

Clickstream as defined by Internet Advertising Bureau (IAB) :

 “The electronic path a user takes while navigating from site to site, and from page to
page within a site. It is a comprehensive body of data describing the sequence of
activity between a user’s browser and any other Internet resource, such as a Web
site or third party ad server”

 Clickstream Analytics is a powerful tool to generate valuable business insights from

data logs collected from online platforms as massive as 10 to 100s of GB per day.
Engagement and Quantification Framework

 Engagement is an estimate of degree & depth of visitor interaction on the site

against a clearly defined set of goals.

 Most B2B & B2C marketers benefit from knowing how visitors interact with their
websites.

 B2B sites
 Many online B2Bs rely on offline sales that occur after a customer visits the company’s
website.

 Measuring engagement can help segment customers interested enough to do more research.

 Campaigns with low conversion rates are worth keeping if they generate lots of engagement.

 B2C sites
 Most retail-site visitors browse, they don’t buy. Measuring if they are highly, moderately or
Engagement Quantification – Individual Session based indices

 Click-Depth Index (Ci): The number of sessions having more than “n” page views
divided by the total number of sessions by the user.

 For every session that a visitor’s page views exceed “n,” engagement score increase.

 Recency Index (Ri): The number of sessions having more than “n” page views that
occurred in the past “n” weeks divided by the total number of sessions by the user.

 Every time a visitor completes both actions, their engagement score increases.

 Duration Index (Di): The number of sessions longer than “n” minutes divided by the
total number of sessions by the user

 Each time a person spends more than ‘n’ on website, their engagement score increases.
Engagement Quantification – Individual Session based indices

 Loyalty Index (Li): Scored as 1 if user has come to the site more than “n” times
during the time frame being considered (otherwise scored as 0).

 Consistently return to website in a period of time, boosts engagement score.

 Brand Index (Bi): No. of sessions beginning directly with website (no referring URL) or
initiated by external search for a branded term, divided by total sessions by user.

 Feedback Index (Fi): The number of sessions where the visitor gave direct feedback
divided by the total number of sessions by the user

 Interaction Index (Ii) is the number of sessions where visitor completed one of any
specific, tracked events divided by all sessions
Engagement Score

 The score is not an absolute calculation for all sites.

 It should be tailored to each business to create scores that work for the website.

 Engagement Calculation (Ci + Ri + Di + Li + Bi + Fi + Ii) / 7

 This model can be customize for user requirements by

 Dropping what is not used or has a zero value.

 Add multipliers to give more weight to a certain index, depending on business

 Set your scale - decide what a high score is and what a low score is
Social Networks

 A network consists of points (nodes) that are connected by links (arcs)

 Facebook – a large network, members are nodes and friends connected by links

 On internet, YouTube is an important node.

 Marketers love to reach most influential nodes to have them spread word about their product

 Three metrics that can help measure importance of a node are

 Degree Centrality

 Closeness Centrality

 Between Centrality
Social Media Analytics

 Degree Centrality – Number of nodes connected to a node by a link. It’s shortcoming

is that it does not measure the importance/extent to which links help connect pairs of
nodes

 Closeness Centrality – It is the reciprocal of the average path length of one node to all
other nodes. A node with large closeness centrality is in a good position to view what
happens in a network. It is not the power of influence

 Between Centrality – For each note, find shortest path between the other nodes.
Determine fraction of these shortest path that include the node under study. Sum up
these values. It measures impact/power of a node on the spread of information in
a network.
Sentiment Analysis – User Generated Content
 Sentiment – A thought, view, or
attitude, especially one based
mainly on emotion instead of
reason

 Sentiment Analysis aka Opinion

Mining (SA/OM) – Use of
natural language processing
(NLP) and computational
techniques to automate the
extraction or classification of
sentiment from typically
Sentiment Analysis

 Also called Opinion mining,  Politics

Sentiment analysis, Sentiment  Politicians want to know voters’ views
mining or Subjectivity detection
 Voters want to know policitians’ stances
 Consumer information and who else supports them

 Product reviews
 Social
 Marketing  Find like-minded individuals or
 Consumer attitudes communities
 Trends
Data Sources

 Review sites
 Blogs
 News
 Microblogs
Sentiment Analysis - Example

 Object identification

 Aspect extraction
Yesterday, I bought a Nokia phone and my
girlfriend bought a Moto phone. We called each  Grouping synonyms

other when we got home. The voice on my phone  Opinion orientation

was not clear. The camera was good. My girlfriend classification

said the sound of her phone was clear. I wanted a  Integration / coreference
phone with good voice quality. So I was dissatisfied resolution
and returned the phone to Amazon yesterday.  My phone vs her phone

 Neutral sentiment (first para)

Sentiment Analysis - Approaches

Machine Learning Unsupervised Learning

Strengths: Strengths
 Perform fairly well within a given domain Domain independent; prior polarity
with sufficient training data
May aid machine learning techniques
Weaknesses:
Weaknesses:
 In a given domain tends to overfit
 When used alone, does not perform as
training data
well as machine learning w/in a given
 Hard to transfer learning to other
domain
domains
 Need
training
data
Text Mining

 The process of using statistical methods to glean useful information from

unstructured text.

 In all earlier analysis, data was arranged as a rows (observations) and columns
(variables of interest)

 The biggest challenge in text mining is to transformed unstructured text into spreadsheet
like format.

 After converting text to structured form various analysis like neural networks, logistic
regression, multiple regression, discriminant analysis, principal components and cluster
analysis could be adopted.
Application of Text Mining

Predict positive or negative review for a product or service

Determine customer satisfaction with a product or service

Predict sales

Predict if stocks could move up or down

The list is endless

END OF UNIT IV-B