Essay 1

There are three key elements to be considered in any web analytics study like the kind MCS is doing for CompanyOne. These elements are (1) behavior, (2) outcomes, and (3) user experience. A powerful technique to gauge user behavior is segmentation. Some common ways of segmenting your site visitors are by new users, returning users, paid search traffic, nonpaid search traffic, direct traffic, referral source, landing page, browser, and mobile traffic, among hundreds of possible options.

Explain the concept of segmentation in relation to web analytics. Recommend any five ways of segmentation to CompanyOne, including some that are not listed here, and discuss the relative merits of each.

Essay 2

In Google Analytics (GA), a funnel is a navigation path (series of web pages) that you expect CompanyOne’s online customers to follow in order to achieve the business’s goals for their website. A funnel is made up of a goal page (or pages) and one or more funnel pages (also known as the funnel steps).

CompanyOne needs to choose either the Goal Flow Report or the Funnel Visualization Report in Google Analytics. They come to you for advice. What questions will you ask in order to arrive at your recommendation for CompanyOne? Explain your reasoning.