INFS7004 Content Management

Systems
& Web Analytics

Lecture 1
Subject Basic Information

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Time and Schedule

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(anytime by appointment)
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Assessment Details
Topics Assessment
Component Weighting (%)
Covered Due
Tut/Prac 1 20% !""#$% See LG
Tut/Prac 2 10% See LG See LG
Quiz 1 20% See LG See LG
Quiz 2 10% See LG See LG
Project 40% See LG See LG

ØTo pass the subject, students must achieve at least 50%

overall.
ØA student who submits a late assignment without approval for
an extension will be penalized by 10% per day up to 10 days.
ØFor more information, see the subject outline and learning
guide, available at vUWS.
Project (40%)

Design Your Own CMS Site

In this assessment you are going to

1. develop a website using a Content Management System (e.g.,
WordPress).
2. generate traffic to the website.
3. use analytics to monitor and improve the site.

4. More details to follow after week 2

References

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SC’s Information

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Lecturer and Tutor’s Information

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What is web content management
system (WCMS)
u A web content management system (WCMS) is a type of content management
system (CMS).
u CMS or ECM (Enterprise content management) was established with the intention
of connecting people, processes, and technology together meaningfully.
u WCMS provides an organisation with a way to manage digital information on a
website through creating and maintaining content without prior knowledge of web
programming or markup languages.
u A WCMS helps users maintain, control, change and reassemble content on a
webpage.
u Users store content within a database and can assemble the content using a
flexible language such as XML or .NET.
u Users can access the WCMS through a web browser, then edit the content and
maintain control of the layout from that browser-based interface.
There are two parts of a WCMS:

u The content management application (CMA)

CMA is a user interface that enables users -- such as marketers and content creators --
to design, create, modify and remove content from the website without needing help
from the IT department.
u The content delivery application (CDA)
CDA provides back-end services that take the content that users create in the CMA and
turn it into the website that visitors can access.
WCMS
u Allow to create, manage, and develop content while maintaining content
from its presentation
u Saves cost of content change
u Integrates document management and Web CM
u Fills the gap between the building site and keeping the site’s content current
u Helps to provide dynamic, relevant and timely information
u Provides access to escalating unstructured data
u Empowers non-technical content contributors
u Removes burden from the traditional web masters
Features of WCMS
Key features in a CMS/WCM solution
u Content management: How, and how easily, can you create, edit, post, and manage web content (including text, images,
video, and audio)?
u Presentation: Customers jump from device to device, and no marketing org can put human effort into optimizing every blog
post or catalog page for laptop, tablet, and top smart phone formats. You want to create it once and have the CMS automate
the presentation to suit the device.
u Integration: Is the solution holistic , like Sitecore’s Experience Platform, or does it rely on APIs to connect your content to
other applications, such as CRM and ERP tools, and to crucial external platforms such as Facebook? Are the APIs you’re going to
need available?
u Commerce: A crucial integration is being able to connect a personalised marketing presentation to your digital commerce
systems. You can’t address the “customer journey” if you leave this destination off your map.
u Personalisation: Can it target relevant content to unique visitors, by persona, location, or even individually based on past
interaction with your brand?
u Analytics: You’re serving up content, but is anyone reading it? And what do they do next? Demand visibility into performance so
you can optimise your efforts and define ROI.
u Governance: Can you find stuff after you post it? Can you strictly control who’s allowed to approve it, change it, publish it,
take it down? Can you tell when content has aged out of usefulness?
u Multilingual support: Are you translating into other languages and publishing globally? Can the solution support that?
u Scalability/Performance/Stability: Is the solution reliable from a fundamental technology standpoint, and will it grow with your
organisation’s needs? You might want to look into cloud content management.
u Training/vendor support: WCM solutions are increasingly complex, with ever-greater promises, but most teams need help to get
up and running beyond a basic level.
Types of WCMS

u Offline processing
u To pre-process all content, applying templates etc. before publishing

u Online processing
u These system apply templates on demand. HTML may be generated when a user
visits the page

u Hybrid systems
u Combination of online and offline approaches
Advantages of WCMS

u Low cost
u Easy customisation
u Easy to use
u Workflow management
u Good for SEO
Disadvantages of WCMS

u Cost of implementation
u Cost of maintenance
u Latency issues
u Tool mixing
u Security
Some of the WCMS

u WordPress
u Joomla
u Drupal
u HubSpot CMS Hub
u WooCommerce
u Wix
u BigCommerce
u Shopify
https://kinsta.com/blog/wordpress-vs-drupal/
WordPress

u Powers around 60% of all websites on the internet.

u WordPress.org is a free open source CMS originally designed for blogging, but
now it’s used by all sorts of websites / online stores.
 How to Choose the Best CMS Platform for
Your Website
u Ease of use
u WCMS should be easy to create and edit content. This
often means having a drag and drop interface, so you
can add different elements on your pages.
u It should be quick and straightforward for you to make
changes to the content on your site after publishing it.
u Design options
u Your CMS software should offer you plenty of website
design templates to choose from. It should also allow
you to easily customise those designs to your own
requirements (ideally without writing code).
 How to Choose the Best CMS Platform for
Your Website
u Data portability
u A great CMS platform should have tools for you to easily export your data and move it
elsewhere.
u Extensions and add-ons
u It is impossible for any CMS platform to come with all the features that would fulfill
requirements for every website. Extensions and add-ons fix that problem. These are
separate software that you can just install on your CMS software to extend its
features and add new ones when needed.
u Help and support options
u How much does it cost?
u Some CMS platforms are completely free. Others charge a monthly fee. Even with
free CMS platforms, you will often need to pay for third-party extensions, designs,
and/or web hosting services.
Examples of Websites Built with WordPress
Examples of Websites Built with
WordPress
 What a Webpage Looks like
Template

menu

index_left index index_right

contacts
Web analytics
u Web analytics is the measurement and analysis of data to inform an
understanding of user behaviour across web pages.

u Analytics platforms measure activity and behavior on a website.

u For example: how many users visit, how long they stay, how many
pages they visit, which pages they visit, and whether they arrive
by following a link or not, most popular pages on a website, and
the most popular paths to purchase.
Why web analytics are important
u Website analytics provide insights and data that can be used to create a
better user experience for website visitors.
u Web analytics is not just a process for measuring web traffic but can be used
as a tool for business and market research and assess and improve website
effectiveness.
u Web analytics provides information about the number of visitors to a website
and the number of page views.
u 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.
u Web analytics applications can also help companies measure the results of
traditional print or broadcast advertising campaigns.
u It can be used to estimate how traffic to a website changes after launching a
new advertising campaign.
u With website analytics, you can also accurately track the effectiveness of
your online marketing campaigns to help inform future efforts.
Web analytics technologies
u Off-site web analytics
u Refers to web measurement and analysis regardless of whether a person owns or
maintains a website.
u It includes the measurement of a website's potential audience, share of voice, and
comments that is happening on the Internet as a whole.

u On-site web analytics

u More common
u Measures a visitor's behavior once on a specific website.
u Example: the degree to which different landing pages are associated with online
purchases.
Sample web analytics data
u Audience data
u number of visits, number of unique visitors
u new vs. returning visitor ratio
u what country they are from
u what browser or device they are on (desktop vs. mobile)
Sample web analytics data
u Audience behaviour
u common landing pages
u common exit page
u frequently visited pages
u length of time spent per visit
u number of pages per visit
u bounce rate
Sample web analytics data

u Campaign data
u which campaigns drove the most traffic
u which websites referred the most traffic
u which keyword searches resulted in a visit
u campaign medium breakdown, such as email vs. social media
Web analytics examples
u Google Analytics
u The ‘standard’ website analytics tool, free and widely used
u Piwik
u An open-source solution similar in functionality to Google and a popular
alternative, allowing companies full ownership and control of their data
u Adobe Analytics
u Highly customisable analytics platform
u Kissmetrics
u can zero in on individual behavior, i.e. cohort analysis, conversion and retention at
the segment or individual level
u Mixpanel
u advanced mobile and web analytics that measure actions rather than page views
u Parse.ly
u Offers detailed real-time analytics, specifically for publishers