This section briefly describes the technical terms regarding online marketing and SEO, which will be encountered in later chapters.
• Google Analytics
Google Analytics is a free web analytics tool by Google, providing statistics and basic analytical data for users who have a Google account and register their websites with Google. Cutroni (2010) has explained that “Google Analytics is a tool to quantitatively measure what happens on your website” (p. 1). To allow Google Analytics to collect information and track visitor behavior, a website owner needs to install a JavaScript tag generated by Google on the website. Some examples of information that can be obtained from Google Analytics are the number of visitors for a specified period, unique visitors, pageviews, demographics data (e.g. language and location), visit duration, traffic source, bounce rates and conversion rate. More importantly, the service enables users to create custom reports, define specific goals and filter particular metrics for the purposes of understanding customer behavior and SEO.
As for Remarketing, Google ...
When implemented correctly a Web Analytics tool offers more than just data or information, it can offer knowledge and insights. One can analyze the effect of a new background color, the effectiveness of a marketing campaign, the emotional impact of positive vs negative news feeds (Vindu Goel, June 9th 2014), or the effects of dynamic pricing based on demographic and personal visitor data insights (Greg Petro, April 17th 2015). With the correct data and information we can make the insights needed not just to know what has happened, but to influence events. As Kaushik said, “We’ve evolved from hits to page view to visits. Now, we have Outcomes.” (Kaushik, 2010,
7. Ledford, J. L., Teixeira, J., & Tyler, M. E. (2010). Google Analytics (3rd ed.): Wiley Publishing,
Marketing Analytics is another concept that is very essential for your business or company. It comprises of all the technologies and process that would allow you to evaluate the performance of your marketing campaigns and initiatives.
The SWOT analysis involves four steps. They are strength, weakness, opportunity, and threats. This will assist you to ident...
Web analytics is the process of collecting, manipulating, processing and analyzing website data (Burby et al, 2007). Thus, companies will be able to figure out how customers are
Now days, companies are searching for new ways of gathering data so that they can get useful data in order to make well informed decisions regarding the market they are operating in. Google analytics is considered one of the best tools offers extensive amount of data to business owners for free. However, the success of business is highly depended on how well they can arrange data and customize their collected data corresponded to their business priorities. Google analytics provides beneficial information for companies regardless of their extent of operation.
Any user that ventures unto a specific website seeks explicit information, and if that user is unable to find said information, that user is more likely to leave the site and find a site more accommodating to his/her needs. It is the function of the navigation menu to aid users in locating what material is being sought. According to Eccher (2015, p.70), usability and maintainability are two important concerns when creating the navigation menus of a website and that the menu is a key element of effective website design (Eccher, 2015, p. 70). Usability as it relates to navigation bars will be discussed below, while maintainability will be addressed not only as it applies to navigating a website, but also as it relates to keeping website current for users to able to navigate the site.
What is Data Analytics? Data Analytics is the science of examining raw data with the purpose of drawing conclusions about that information. According to Turban, data analytics refers to the specialized software, capabilities, and components geared towards exploring huge volumes of data to provide greater insight and intelligence quickly in order to sale, market or influence the sale of a campaign. Looking closely, you will find that data analytics is used by several businesses and industries to help companies make more informed business decisions and
E-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms E-Marketing, Internet marketing and online marketing are frequently interchanged and can often be considered synonymous. Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas. (Dibb, Simkin, Pride and Ferrell, 2001). E-Marketing encompasses all the activit...
Analytics means using data and performing statistical analysis on it, applying quantitative and predictive models, in order to arrive at a certain decision. Analytics can be the first step in a process or can rather be an intermediate step as well. Analysis can be done using different set of tools that are available in the market or it can done manually using different concept and formulas. Business intelligence firms like Cognos, SAS and BusinessObjects have developed different tools that are readily available in market that assist in analysis and decision making. Analytics is used in order to find solutions to the problems and the solutions provided enables us to be successful and in the business world allow us to compete with our contenders.
The Internet started out as a proprietary network run by the government. While it gradually opened up to civilian use in the 1980s, it was not yet seen as a medium for promoting one’s product, much less selling goods and services. It wasn’t long, though, before marketing professionals saw the potential of the online community as a venue for advertising as millions began to log on for information and entertainment.
Social Networking is a modern and the easiest way to Communicate Online. It has revolutionized the way we communicate over large distances. We can get into contact immediately with Family, Friends, and other people from around the globe using any of the modern Communication mediums such as a Mobile Device or a Computer. There are many possible ways of Social Networking. You can use Social Networking Websites, Blogging, IMs (Instant Messengers), Chatrooms, and Dating Sites to get connected to people.
Information privacy, or data privacy is the relationship between distribution of data, technology, the public expectation of privacy, and the legal and political issues surrounding them.
Cookies are used to gather statistics on how customers use the site. For example, to:
As Miss White needed help to keep track of monthly payments made by the 10 pupils in her group and to keep a monthly record of individual payments, a running total for each pupil, the overall total collected each month and the average amount per pupil collected each month. The overall cost of the trip is £500 per pupil between the months of October to March excluding December.