Question

Discuss the differences between web analytics, social network analysis and customer relationship management, including outlining the environment from which the information is collected, the type of information it collects and the benefit from the information collected.

Note: UMP is a milk producer

Answer 1

Web Analytics: Web analytics is the process of collecting and analyzing web traffic data to understand and analysis web usage. For example assume that you have built website and you want to analyze user experience for website then web analysis is ideal way to do that.

Data source: there are mainly 4 sources for web analytics, they are Direct HTTP request data, network level and server generated data, application level data sent with HTTP request, external data like IP address.

Information collected: Web analysis collects information like number of visitors, number of repeat visitors, bounce rate, average time spent by user, frequency of visit etc.

Uses: it helps in understanding size of customer base, demography of customers, popularity of website and optimizing of website.

Social media analytics: Social media analytics is the process of collecting and analyzing data from social networks like facebook, twitter etc.

Data Source: Social media plateforms like Facebook, twitter etc.

Information Collected: Social media analytics mainly collects data like demography of user, likes of user, comments, impressions, time spent on different pages etc.

Uses: Social media data helps in better targeting customers by segmenting customers based on theirs likings, demography and comments.

Customer relationship management: customer relationship management is the approach to manage companies interaction with current and potential customer.

Data sources: Data collected from customer through various sources like registration and websites.

Information collected: Customer information like Date of birth, gender, likings, date of purchase of product, inquiry details if it is potential customers etc.

Uses: Data collected would be utilized in better managing customers like offering better offers, wishing them on birth days, retaining of customer, pitching of new product to existing customers etc.