Data & Digital Marketing Analytics

What is GDPR?    The Economist called personal data ‘the worlds most valuable resource’ due to how much information it provides companies and also how they communicate with their customers to provide exceptional customer experience.  Therefore, we must ensure the security of customers by providing data and security laws.    General Data Protection Regulation popularly known as GDPR can be defined as one of the toughest privacies and security law in the world, drafted by the European Union, it enforces organizations everywhere that take part in collecting data to follow strict rules and regulations or face heavy fines.    GDPR consist of a number of data protections and principles that need to be followed and they are:    1)      Lawfulness, Fairness and Transparency 2)      Purpose Limitation 3)      Data Minimization 4)      Accuracy  5)   ...

Web Analytics is a procedure whereby one collects and analyses everything that happens on their website such as the number of visitors, what the visitors are doing, what they are interested in even how long they are spending on your website. Basically, it’s everything we have been discussing over the weeks.  By making use of web analytics we are able to know what is and is not working on the website, which can make it more successful.   As a travel agent in the travel industry, one must research every holiday destination, popular hotspots, relaxing accommodations and most importantly exciting activities. Popular tourist organization Amadeus stated that it takes about 15 weeks for a client to make a destination choice.   Travel companies make use of Acquisition analytics whereby the analyze their website by checking out the following:    1)      Organic Traffic from the search engine 2)      Metasearch engines 3) ...

Firstly, Clickstream data can be defined as a detailed log of how users navigate through a website when a task is needed to be completed. A log is created monitoring the pages visited, time spent on each page, how they came across the page and what they did after on the website. Clickstream data provides one with information on how users find the website such as issues users may be having with different webpages, critical pages etc.    Challenges Of Click Stream Data   Limitation of log files: Records on the computer IP address can not identify individual people only computer addresses. Therefore, any expectations concerning user sessions may be inaccurate.  Real-time analysis: This entails the monitoring the moves of different visitors on a website immediately they come across it, which is often used for user profiling.  Once the owners have been able to narrow down which users visit the site, decisions and recommendations will be easier.  Privacy: Pr...