Web Analytics

Web Mining
Social Analytics
Agenda
•Web mining and its application areas
•Search engine optimization
•Social media analytics
Data and “Like” button
Facebook’s five new reactions
buttons
Facebook’s five new reactions
buttons
Facebook’s five new reactions buttons

Data, Data, Data, Data and Data

What about “dislike” button?
Web Mining Overview
Challenges of processing Web data

•The Web is too big for effective data mining

•The Web is too complex
•The Web is too dynamic
•The Web is not specific to a domain
•The Web has everything
How it works?
Search Engines
•Search engines have two
major functions:
•crawling and building an
index
•providing search users with
a ranked list of the websites
they've determined are the
most relevant
Imagine the World
Wide Web as a
network of stops in a
big city subway
system.
How search engine works
• Links allow the search engines' automated robots, called
"crawlers" or "spiders," to reach the many billions of
interconnected documents on the web
• Once the engines find these pages, they decipher the code from
them and store selected pieces in massive databases.
• To accomplish the monumental task of holding billions of pages
that can be accessed in a fraction of a second, the search engine
companies have done what?
Datacenters all over the world
When a person performs an online search, the
search engine scours its corpus of billions of
documents and does two things:
• first, it returns only those
results that are relevant or
useful to the searcher's
query
• second, it ranks those
results according to the
popularity of the websites
serving the information. It is
both relevance and popular
ity that the process of SEO
is meant to influence.
How do search engines determine
relevance and popularity?
• Search engines typically assume that the more popular a site, page, or
document, the more valuable the information it contains must be.
This assumption has proven fairly successful in terms of user
satisfaction with search results.
• Popularity and relevance aren’t determined manually. Instead, the
engines employ mathematical equations (algorithms) to sort the
wheat from the chaff (relevance), and then to rank the wheat in order
of quality (popularity).
• These algorithms often comprise hundreds of variables. In the search
marketing field, we refer to them as “ranking factors.”
Search engine raiting
•Google - 74.52% (January 2018)
•Google is also dominating the mobile/tablet
search engine market share with 93%!
•Bing - 7.98%
------------------------------------------------------------------
•Yahoo
•Baidu
SEO is NOT an just advertisement!
•Unpaid or “organic” way
•Part of an Internet marketing strategy
Methods for
Search Engine Optimization
White-Hat SEO
•good site design
•easy and understandable navigation
•accurate content (for users, not engines)
•site promotion: reviews, press releases, partner
programs for the links exchange
Black-Hat SEO
Adding a large number of keywords to the text of the
page, often at the expense of human readability

“Keyword
stuffing”
Black-Hat SEO
• Fake pages just for
redirecting

“Doorway”
Black-Hat SEO
•The information given to the user and the search
robots on the same page is different.

“Cloaking”
Black-Hat SEO, more examples
• Content Automation
• Doorway Pages
• Hidden Text or Links
• Keyword Stuffing
• Reporting a Competitor (or Negative SEO)
• Sneaky Redirects
• Cloaking
• Link Schemes
• Guest Posting Networks
• Link Manipulation (including buying links)
• Article Spinning
• Link Farms, Link Wheels or Link Networks
• Rich Snippet Markup Spam
• Automated Queries to Google
• Creating pages, subdomains, or domains with duplicate content
• Pages with malicious behavior, such as phishing, viruses, trojans, and other malware
Web Analytics
 Web Usage Mining🡪 Web Analytics
• Extraction of information from data generated through Web page
visits and transactions
• data stored in server access logs, referrer logs, agent logs, and
client-side cookies
• user characteristics and usage profiles
• metadata, such as page attributes, content attributes, and usage
data
•Clickstream data, clickstream analysis
Web Analytics – why?
•Determine the lifetime value of clients
•Design cross-marketing strategies across products
•Evaluate promotional campaigns
•Target electronic ads and coupons at user groups
based on user access patterns
•Predict user behavior based on previously learned
rules and users' profiles
•Present dynamic information to users based on
their interests and profiles
Web Analytics Metrics
• Provides near-real-time data to deliver invaluable information to …
• Improve site usability
• Manage marketing efforts
• Better document ROI, …
• Web analytics metric categories:
• Web site usability: How were they using my Web site?
• Traffic sources: Where did they come from?
• Visitor profiles: What do my visitors look like?
• Conversion statistics: What does all this mean for the business?
Web Analytics Metrics
- Web Site Usability
Web Site Usability Traffic Source
1. Page views 1. Referral Web sites
2. Time on site
2. Search engines
3. Downloads
3. Direct
4. Click map
4. Offline campaigns
5. Click paths
5. Online campaigns
Web Analytics Metrics
- Web Site Usability
Visitor Profiles Conversion Statistics
1. Keywords 1. New visitors
2. Content groupings
2. Returning visitors
3. Geography
3. Leads
4. Time of day
4. Sales/conversions
5. Landing page
5. Abandonment rates
• Google Analytics is a free tracking tool that
gives you detailed data on your website
visitors and their actions on your site.

• With Google Analytics, you can easily make

data-driven marketing decisions to grow your
traffic and boost sales and revenue.
• Location: You can identify the geographical location of your site
visitors.
• Traffic source: You can identify what websites send traffic to your site.
• Content: You can find the most popular blog posts and pages of your
site.
• eCommerce: You can identify the shopping behavior of your
customers and get a report on sales and revenue.
• And much more…
How to Install Google Analytics on Your Site

• Go to google.com/analytics
• Copy the tracking code from your analytics account and add it to
every page of your site
Social Network
Analysis
Social Network Analysis - tasks
• Research how the individuals linked to each other
Different Types of Social Media
1. Collaborative projects (e.g., Wikipedia)
2. Blogs and microblogs (e.g., Twitter)
3. Content communities (e.g., YouTube)
4. Social networking sites (e.g., Facebook)
5. Virtual game worlds (e.g., World of Warcraft), and
6. Professional community (e.g., Linkedin)
How Do People Use Social Media?
• Different engagement levels