Contributed by: Saurabh Sinha
Data is here, and data is there; data is everywhere! There’s possibly no field today in the world that doesn’t deal with data. Every sector has to deal with data in some form or the other. Especially, the rate at which the world is going “Digital,” there are almost no businesses in today’s world that do not have a website and their respective digital team’s responsibility to deal with data and can make the best possible use of analytics in the days ahead and provide actionable insights for the business to prosper.
Web analytics is a way to measure and analyze the data to get an understanding of the user behavior across web pages. It helps you understand which page has the most number of visits, how many visitors, and how long do they stay. Also, it helps to understand the flow of traffic across the web page. Businesses use web analytics platforms to measure and benchmark site performance and to look at key performance indicators that drive their business, such as purchase conversion rate.
I am Saurabh Sinha, and I work as a Digital Business Analyst for one of the big four’s digital teams, which primarily takes care of all the marketing development and business communication activities across the firm for all the different service lines. We use a highly customizable analytics platform, Adobe analytics.
I truly believe in an old business adage that ‘whatever is worth doing is worth measuring’ and hence grabbed the opportunity to help my team measure and analyze the data by helping set up the right dashboard based on the different data categories (Audience, campaign, and behavior).
As a part of a web stats project, where we had to share the data with the Partners, I extracted the data across different main and subcategories and grouped them by different page types. I implemented my DSBA learning by applying EDA (exploratory data analysis) with a goal to understand our website content structure, flow, and performance.
I was successful in creating different visualizations that helped us unearth a lot of vital insights out of the website based on different key metrics such as total visits, average visits, bounce rate, the total number of webpages, return visits, etc.
I created and submitted the business report with actionable insights. My report consists of the current scenario and performance of the website in terms of web page structure, traffic flow, and quantity of content. Based on the analysis, I mentioned how we could improve the performance of our site in terms of content management and site restructuring, and our team decided to work on all the recommendations with an expected increase of site engagement by nearly 30%.
Lastly, it helped us to understand how strategically we can curate and publish the content across different sections for better reach and results.
If you wish to upskill, join Great Learning’s PGP Data Science and Business Analytics Course. For more such success stories, watch this space.
