INDEX

1. Click Stream Analytics

2. Anonymous Users Analysis

3. Registered User Analysis

4. Engagement Quantification Framework

CLICKSTREAM ANALYTICS

Clickstream analysis (also called clickstream analytics) is the process of collecting, analysing
and reporting aggregate data about which pages a website visitor visits -- and in what order.
The path the visitor takes though a website is called the clickstream. There are two levels of
clickstream analysis, traffic analytics and e-commerce analytics. Traffic analytics operates at
the server level and tracks how many pages are served to the user, how long it takes each
page to load, how often the user hits the browser's back or stop button and how much data is
transmitted before the user moves on. E-commerce-based analysis uses clickstream data to
determine the effectiveness of the site as a channel-to-market. It's concerned with what pages
the shopper lingers on, what the shopper puts in or takes out of a shopping cart, what items
the shopper purchases, whether or not the shopper belongs to a loyalty program and uses a
coupon code and the shopper's preferred method of payment.

Because an extremely large volume of data can be gathered through clickstream analysis,
many e-businesses rely on big data analytics and related tools such as Hadoop to help
interpret the data and generate reports for specific areas of interest. Clickstream analysis is
considered to be most effective when used in conjunction with other, more traditional, market
evaluation resources.

Clickstream is the recording of areas of the screen that a user clicks while web browsing. As
the user clicks anywhere in the web page, the action is logged. The log contains information
such as time, URL, the user’s machine, type of browser, type of event (for example,
browsing, checking out, logging in, logging out with purchase, removing from cart, logging
out with purchase), product information (for example, ID, category, and price), total purchase
in basket, number of items in basket, and session duration. This information can give
valuable clues about what visitors are doing on your web site, and about the visitors
themselves.
Clickstream analysis is useful for web activity analysis and market research. The navigation
path can indicate purchase interests and price range. You can identify browsing patterns to
determine the probability that the user will place an order.

Example Clickstream data

The sample data that is used in the Clickstream streams flow contains formatted data from
user actions in a web page. The data includes: customer ID, time stamp, type of click event,
name of the product, category of the product, price, total price of all products in the basket,
total number of all products in the basket, number of distinct items in the basket, and how
long the user was in the site.
Description of operators

The following screen capture shows how the clickstream example streams flow looks in the
canvas:

Sample Data operator

Sample Data is the source of clickstream data for the streams flow. We supply this data. The
following screen captures show the clickstream properties and some of its schema attributes:

The following screen capture shows the properties and the schema of the sample data.
Filter operator

Running the Clickstream example pipeline

When you click in the canvas, the Clickstream example pipeline is automatically created for
you. The Metrics page opens and shows the example pipeline in Stopped state. Click to
deploy the streams flow. Sample data flow starts at the Sample Data operator, continues to
the Filter operator, and then terminates in the COS Add_to_cart bucket object.

ANONYMOUS USERS

When a user visits your portal without logging in, that user is called "anonymous." While
working with anonymous users is inherently limiting in some ways .But there are some things
can know for sure about users, such as the date and time they are visiting and any information
in the request or session.

Web Logic Portal takes advantage of that information and provides many features that make
working with anonymous users more useful and meaningful in your portals, such as letting
you set up visitor entitlements, delegated administration, and some types of personalization
based on that information.

Web Logic Portal provides even more power in working with anonymous users with a feature
called anonymous user tracking. When you use anonymous user tracking, anonymous users
are given records in a database, where you can store meaningful information about them such
as personal preferences.

Example for anonymous user analysis

Google

Anonymous User Data Are the Basis

Since IP addresses remain encoded and Google creates an user ID for every user, the tool
cannot provide information about individual users. The anonymous data become part of the
various analysis parameters. That is why the user engagement only has a limited value when
companies are looking to optimize individual sales approaches.
Nevertheless, anonymous user data can be very helpful during the first stage of the customer
journey. After all, this is the stage when users research demand-related information without
giving up any of their contact information.

USER-TRACKING
New software solutions for marketing automation such as Eloqua track users' online
behaviour anonymously as well. However, there are two very important differences:
1. Anonymous users are already assigned a company name (if there is one). This results in
many advantages for business development.
2. The systems are able to create and supplement a user profile dynamically once users return
to the website and enter contact information (email, name etc.) into forms.
This way, with every visit to the website, the software is able to supplement a user profile
with more information. This assists marketers to determine whether a lead is ready to become
a client. The information is available in real-time. One-fits-all campaigns can be replaced by
individual lead nurturing campaigns. The customer journey automatically becomes a
customized experience. Using the data collected by Eloqua, HubSpot or Act-on, the software
can display relevant information proactively at the relevant touch points for individual users.
This maximizes conversion rates tremendously.

Personas Categorize User Profiles

Before a marketing automation systems goes live, target groups with specific characteristics,
the so-called personas, are defined. The system tags users with one of these personas
according to their behaviour. This assignment is verified every time a user downloads
content. Businesses use this as an opportunity to address individual users according to their
interests or their personality on websites, in emails or mailings.
If it is your goal to provide marketing and sales with actionable data in real time, marketing
automation solutions are superior to Google Analytics. They save and assess user profiles
according to a scoring model and evaluate them according to sales chances in a single system
that both sales and marketing teams can use simultaneously.

REGISTERED USERS

A registered user is a user of a website, program, or other system who has previously
registered. Registered users normally provide some sort of credentials (such as a username or
e-mail address, and a password) to the system in order to prove their identity: this is known as
logging in. Systems intended for use by the general public often allow any user to register
simply by selecting a register or sign up function and providing these credentials for the first
time. Registered users may be granted privileges beyond those granted to unregistered users.

Registration necessarily provides more personal information to a system than it would

otherwise have. Even if the credentials used are otherwise meaningless, the system can
distinguish a logged-in user from other users and might use this property to store a history of
users' actions or activity, possibly without their knowledge or consent. While many systems
have privacy policies, depending on the nature of the system, a user might not have any way
of knowing for certain exactly what information is stored, how it is used, and with whom, if
anyone, it is shared. A system could even sell information it has gathered on its users to third
parties for advertising or other purposes.

Example for registered user analysis

skype

To access the user activity report

The User Activity Report is accessed from the Monitoring Reports home page. You can also
reach the User Activity Report by clicking the User URI metric on the IP Phone Inventory
Report in Skype for Business Server. From within the User Activity Report, clicking the
Conference URI (for a conference) takes you to the Conference Detail Report. Similarly,
clicking the Detail metric for a peer-to-peer call takes you to the Peer-to-Peer Session Detail
Report in Skype for Business Server.

Making the best use of the user activity report

Although there is a lot of good information in the User Activity Report, that information can
sometimes be difficult to locate. For example, all the user activity that takes place in your
organization during a specified period is included in the User Activity Report; that means
that, buried, within the report is information about which users actually used Skype for
Business Server in some way.

 Which users actually used the system during this time period?
 Which of my users were the most active during this time period?
 Are the users who make the most phone calls also the users who participate in the most
instant messaging sessions?
If you need to answer questions like this, you can export the data retrieved by the Monitoring
Reports to an Excel spreadsheet. You then use that spreadsheet and/or a comma-separated
values file to analyze the data in ways that the User Activity Report. For example, suppose
you have exported the report data to Excel and then to a comma-separated values file.

Filters
Filters provide a way for you to return a more finely-targeted set of data or to view the
returned data in different ways. For example, the User Activity Report enables you to filter
the returned data based on such things as activity type (that is, peer-to-peer sessions or
conferencing sessions) or by the user's SIP address (allowing you to view the activities for
one user). You can also choose how data should be grouped. In this case, usages are grouped
by hour, day, week, or month.

The following table lists the filters that you can use with the User Activity Report.

User activity report filters

Name Description

From Start date/time for the time range. To view data by hours, enter both the
start date and time as follows:
7/17/12015 1:00 PM
If you do not enter a start time, the report automatically begins at 12:00
AM on the specified day. To view data by day, enter just the date:
7/17/12015
To view by week or by month, enter a date that falls anywhere within
the week or month that you want to view (you do not have to enter the
first day of the week or month):
7/13/2015
Weeks always run from Sunday through Saturday.

To End date/time for the time range. To view data by hours, enter both the
end date and time as follows:
7/17/12015 1:00 PM
If you do not enter an end time, the report automatically ends at 12:00
AM on the specified day. To view data by day, enter just the date:
7/17/12015
To view by week or by month, enter a date that falls anywhere within
the week or month that you want to view (you do not have to enter the
first day of the week or month):
7/13/2015
Name Description

Weeks always run from Sunday through Saturday.

Activity Type of activity. Select one of the following:

type [All]
Peer-to-peer
Conference

Modalit The Modality available to you varies depending on the select Activity
y Type. If the Activity Type is Peer-to-Peer, you can select IM; File
Transfer; Application Sharing; Voice; or Video as the modality.
If the Activity Type is Conference, you can select IM Phone
conference; Web conference; Application Sharing; Voice/Video
conference; or Telephony conference.

Session Indicates whether the activity in question succeeded or failed. Select

categor one of the following:
y [All]
Success
Expected failure
Unexpected failure
An "expected failure" is a failure that is expected to happen; for
example, if a user has set his or her status to Do Not Disturb you would
expect any call to that user to fail. An "unexpected failure" is a failure
that occurs in what would appear to be an otherwise healthy system.
For example, a call should not be terminated if the caller is placed on
hold. If that occurs, that would be flagged as an unexpected failure.

User SIP address for the user. To view records only for the user Ken Myer
URI you need to enter Ken Myer's SIP address. For example:
prefix sip:kenmyer@litwareinc.com

USER ANALYTICS
The engagement metric measures the effectiveness of your posts and how much you are
connecting with your fans. In Facebook, engagement metrics are calculated based on the
number of likes, comments, shares, and clicks your posts are generating. These metrics are
considered the most important when looking at the effectiveness of your marketing
campaigns and overall strategy. Facebook’s algorithm uses page engagements to determine
which news feeds yours posts will show up in and the overall reach of your posts.
You can review and compare your performance over time, using line graphs to shows the
number of likes, comments, share, and clicks your page is generating each month. You can
also review each post individually in terms of the number of likes, comments, shares, and
clicks generated. This can help a company determined which posts are most engaging and
what content is most interesting to your fans. When a fan engages with your posts it will
appear on their timeline and their friends will see your content, helping, increase your brand
awareness.

KEY TERMS

 Likes:- The number of people who click the like button on your posts.
 Comments:-The number of people who comment on your post that are visible on
your page , found under the post the user commented on.
 Shares:- The number of times a user clicks on an image or link in your posts. This
will show in their timelines as well.
 Clicks :- The number of times a user clicks on an image or link in your post. This will
take users to the link you choose.
 Reach :- The number of people who have seen your posts in their timelines.
SUCCESS INDICATORS

 An increase in overall management.

 An increase in post reach
 An increase in website visits from Facebook

ENGAGEMENT QUALIFICATION FRAMEWORK

 User’s engagement metrics measures what users are actually doing with your website.
 Having insight into what content drives user engagement helps businesses understand
their customer better and make informed decisions.
 If a user is getting value from your website he starts using it longer and longer he usus
it, greater the opportunity for revenue generation

There is no one formula for all websites. Different user engagement models are used for
different types of websites

FACEBOOK ENGAGEMENT BENCHMARK

 Above 1% engagement rate is good.

 0.5%-0.99% is average
  Below 0.5% engagement likely means that you need to realign your messages to that
of your audience’s expectations – and in the process attract more compelling and
engaging contributions from your community members.

FACEBOOK ENGAGEMENT BEST PRACTICES

You should monitor your rate of engagement consistently because they will fluctuate a lot.
Perhaps even daily. But remember to keep your marketing objectives in minds at all times.
Engagement means nothing if it doesn’t stimulate your audience to action. Successful
facebook marketers measure engagement but are focused on actions. For example purchases ,
newsletter sign-ups, downloads or simply visiting your website or landing page. Keep n mind
that it has become very easy to measure conversions to actions.Timely is extremely important
when it comes to posting on any social networks. Image updating your wall post when
everyone is at work or when they are at sleeping. It would better to post when the people are
in transit. These are the times the people are more likely to check for updates on their social
network accounts. Use buffer to find the right time to post. Buffer has proven to increase
facebook engagement as users are posting at the right times.