SOCIAL MEDIA ANALYTICS AND WEB

ANALYTICS

SUBMITTED TO SUBMITTED BY

DR. SAJIMON ABRAHAM MUHAMMED HANIN TV

DEPARTMENT OF SMBS ROLL NO: 43

MG UNIVERSITY S2 MBA
 INTRODUCTION
Social media analytics is the process of collecting and analyzing audience data shared on social networks to improve
an organization’s strategic business decisions. Social media analytics uses specifically designed software platforms
that work similarly to web search tools. Data about keywords or topics is retrieved through search queries or web
‘crawlers’ that span channels. Fragments of text are returned, loaded into a database, categorized and analyzed to
derive meaningful insights.
Web analytics is the measurement of data, the collection of information, analysis, and reporting of Internet data for
the purposes of optimizing and understanding Web usage. Here the web usage refers to the respective business
website usage data. Web analytics is the gathering synthesizing and analysis of website data with the goal of
improving the website user experience
 SOCIAL MEDIA ANALYTICS

 Social media analytics is the process of gathering and analysing data from social networks such as Facebook,
Instagram, LinkedIn and Twitter.
 It is commonly used by marketers to track online conversations about products and companies.
 Social media analytics is "the art and science of extracting valuable hidden insights from vast amounts of semi-
structured and unstructured social media data to enable informed and insightful decision-making. Sponder,
Marshall; Khan, Gohar F. (2017).
 it includes the concept of social listening, which means monitoring social channels for problems and
opportunities.
SOCIAL MEDIA ANALYTICS PROCESS AND
TOOLS

1. Sprout Social.
2. HubSpot.
3. Tap Influence.
4. BuzzSumo.
5. Snaplytics.
6. Curalate.
7. Keyhole.
8. Google Analytics.
9. ShortStack
10. SHIELD App
WEB ANALYTICS

 Web analytics is reporting and analysis of data on website visitor activity.

 It is not only a tool to measure web traffic but also can be used as a tool for business and market research.
 It helps marketer understand their customers better and improve their business performance. (Dykes, 2012).
 Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web
usage.
 Web analytics applications can also help companies measure the results of traditional print or broadcast advertising
operations.
 Web analytics provides information about the number of visitors to a website and the number of page views, or
create user behavior profiles.
 Web analytics is the gathering, synthesizing, and analysis of website data with the goal of improving the website user
experience.
WEB ANALYTICS PROCESS
AND TOOLS

1. Google Analytics.
2. Optimizely.
3. Kissmetrics.
4. Crazy Egg.
 THE IMPORTANCE AND ISSUES OF WEB ANALYTICS

Importance
1. Understand the website visitors.
2. Analyze website conversions.
3. Boost Search Engine Optimization (SEO).
4. Understand top performing content.
5. Understand and optimize referral sources. Issues
1. Keeping track of too many metrics.
2. Data is not always accurate.
3. Data privacy is at risk.
4. Data doesn’t tell the whole story.
 WEB ANALYTICS TECHNOLOGIES:

1. Off-site web analytics. It refers to web measurement and analysis regardless of whether a person owns or
maintains a website. Off-site analytics data can be obtained for any website-including our competitors and
partners. Which means is analysis the internet as a whole for the websites.
2. On-site web analytics. On-site web analytics measures the performance of a specific website in a commercial
context. This data is typically compared against key performance indicators for performance and is used to improve
a website or marketing campaign's audience response. Google Analytics and Adobe Analytics are the most widely
used on-site web analytics service.
 CONCLUSION

Social media analytics has become an important part oof many businesses’ digital marketing movements because it
provides valuable insight into what consumers are interested in. Social media has become an integral part of daily life
of a person. In 2019 over 2.95 billion people were engaged in at least one form of social media, and this is expected to
rise to 3.43 billion by 2023 by making social media analytics an asset to the future of marketing.

Web analytics is a field of web traffic date collection and analysis. It had gained wide adoption and become one of the
important tools to help web application management and business analytics. with the recent web2.0 and cloud service
advancements, it has quickly evolved from simple system level data logging to more comprehensive information
collection and analysis. With the continuing expansion of date resources, web/digital analytics will play an even more
important role in the future
 REFERENCES

1. Sponder, Marshall; Khan, Gohar F. (2017). Digital analytics for marketing. New York, NY. ISBN 9781138190672.

2. https://www.ibm.com/in-en/topics/social-media-analytics

3. https://sproutsocial.com/insights/social-media-analytics-tools/

4. https://en.wikipedia.org/wiki/Social_media_analytics

5. https://en.wikipedia.org/wiki/Web_analytics

6. https://amplitude.com/blog/web-analytics

7. https://blog.parse.ly/web-analytics-software-tools/

8. https://www.techtarget.com/searchbusinessanalytics/definition/Web-analytics