ODDC at ICTD2013 - Research methods discussion - Web Analytics
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This document summarizes a presentation on web analytics for open data applications in developing countries. It discusses how web analytics can be used to analyze usage patterns on open data platforms and understand who is accessing the data and what content is most useful. The case study then analyzes web analytics data from the Kenya Open Data Initiative website between June-July 2012 and November-December 2011, finding increases in visits, unique visitors, and pageviews of 68%, 72%, and 39% respectively. However, pages per visit and average visit duration decreased in that same period.
![Visitors Overview - Google Analytics
Page 1 of 4
monalask@gmail.com
http://opendata.go.ke - http://opendat...
opendata.go.ke [DEFAULT]
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Jun 1, 2012- Jul 31, 2012
Compare to: Nov 1, 2011- Dec 31, 2011
Email
Audience
Overview
My Account
Admin
Custom Reporting
Visitors Overview
Advanced Segments
Settings
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Add to Dashboard
change in % of visits: +0.00%
Demographics
Overview
Language
Location
Visits
vs.
Select a metric
Hourly
Day
Week
Month
Behavior
Visits (Jun 1, 2012 - Jul 31, 2012)
Technology
Visits (Nov 1, 2011 - Dec 31, 2011)
Mobile
Custom
Visitors Flow
Advertising
Traffic Sources
Content
17,113 people visited this site
Conversions
Help
Visits: 68.31%
The Visitors Overview Report
23,532 vs 13,981
Comparing Metrics
Using the Interactive Table
Unique Visitors: 72.27%
Common Report Controls
Video: Add Advanced Segments
Find Your Old Reports in the New
Interface
Help center
Search help center
17,113 vs 9,934
Pageviews: 39.14%
82,234 vs 59,102
G
Pages / Visit: -17.33%
https://www.google.com/analytics/web/?pli=1
67.53% New Visitor
15,892 Visits
8/29/2012](https://image.slidesharecdn.com/webanalytics-131213142538-phpapp01/85/ODDC-at-ICTD2013-Research-methods-discussion-Web-Analytics-10-320.jpg)
ODDC at ICTD2013 - Research methods discussion - Web Analytics
- 1. Open Data in Developing Countries: Web Analytics Leonida Mutuku ICTD 2013, Cape Town
- 2. What is Web Analytics Process of measuring web traffic on websites. Process of measuring how effective your website is.
- 3. Dashboard Analysis • Analysis conducted on datasets drawn from dashboards of six open data applications and the Kenya open data portal. • Aim to understand the initial usage patterns of the platforms, which then could be monitored over the duration of research. • Methodology supplemented by qualitative research methods.
- 4. Two Approaches used: • Quantitative Analysis • Qualitative Analysis
- 5. Quantitative Analysis • • • • • Page Views Unique Visitors and return visitors Most popular pages Duration of visits Number of Downloads
- 6. Qualitative Analysis • Content Analysis • Comments and Queries (Audience Analysis) • User Experience –number of clickthroughs
- 7. Why Web Analytics • Open Data is primarily displayed on websites/apps. • Critical to understand who is using the data and what content is useful on the website. • Necessary for market research and advertising strategies • Promoting or curating content based on these analytics • Improving user experience on your site.
- 8. Case Study: Kenya Open Data Initiative
- 10. Visitors Overview - Google Analytics Page 1 of 4 monalask@gmail.com http://opendata.go.ke - http://opendat... opendata.go.ke [DEFAULT] Home Standard Reporting Save As BETA Sign out Help Jun 1, 2012- Jul 31, 2012 Compare to: Nov 1, 2011- Dec 31, 2011 Email Audience Overview My Account Admin Custom Reporting Visitors Overview Advanced Segments Settings Export Add to Dashboard change in % of visits: +0.00% Demographics Overview Language Location Visits vs. Select a metric Hourly Day Week Month Behavior Visits (Jun 1, 2012 - Jul 31, 2012) Technology Visits (Nov 1, 2011 - Dec 31, 2011) Mobile Custom Visitors Flow Advertising Traffic Sources Content 17,113 people visited this site Conversions Help Visits: 68.31% The Visitors Overview Report 23,532 vs 13,981 Comparing Metrics Using the Interactive Table Unique Visitors: 72.27% Common Report Controls Video: Add Advanced Segments Find Your Old Reports in the New Interface Help center Search help center 17,113 vs 9,934 Pageviews: 39.14% 82,234 vs 59,102 G Pages / Visit: -17.33% https://www.google.com/analytics/web/?pli=1 67.53% New Visitor 15,892 Visits 8/29/2012
- 11. Visitors Overview - Google Analytics Page 2 of 4 3.49 vs 4.23 32.47% Returning Visitor 7,640 Visits Avg. Visit Duration: -13.62% 00:04:11 vs 00:04:51 Bounce Rate: 3.84% 41.40% vs 39.87% % New Visits: -1.21% 67.47% vs 68.29% https://www.google.com/analytics/web/?pli=1 8/29/2012