“Digital analytics is the analysis
of qualitative and quantitative data from your business and the competition to
drive a continual improvement of the online experience that your customers and
potential customers have which translates to your desired outcomes (both online
and offline)” (Google Analytics, 2013a). Google analytics collects the data to
help a business achieve its expectations in multiple ways. For a website, Google
analytics uses a JavaScript code that Google analytics users place on every
page of their website that they want to track. The JavaScript code collects
data from the user when they access a specific page. It can collect data about
what page the user is looking at on a businesses website, it can collect data
from the user’s browser history, and it can collect data from the referring
source that brought the user to the businesses website. When all of this data
is collected it is sent to a Google analytics server in a “hit” or a package of
data collected from the user when viewing a page on a businesses website. Data
collection from Google analytics can be used in the management of social media
for OrgABC’s sales and marketing division(s) by creating, improving, and
maintaining relationships with the company and its customers. The sales and marketing
division can see what customers are saying on their website about the company’s
products through Google analytics. This gives the company a comprehensive
report about what the customers like and dislike about their products, and will
tell them if they should improve their products. The sales and marketing team
can also use social media to promote their company. When they use Google
analytics on social media websites, the sales and marketing team can track how
much their social media prescience is and from the data, they can see if they
need to improve to grow a better relationship with their customers. (Google
Analytics, 2013 a-f & 2014)
Sentiment analysis is the detection
of attitudes from a text such as a review for a product of OrgABC. The basic
principles used in sentiment analysis are the holder, the target, the type of
attitude, and the text containing the attitude. The person who is having the
attitude is called the holder. The person or thing that the holder is having
the attitude towards is the target. The type of attitude is the attitude that
the holder uses towards the target. The actual text that the attitude is found
in is the text containing the attitude. For the customer service division of
OrgABC, they can use sentiment analysis when they read the reviews of the
product to help customers if they are unhappy with the product or need help
using it. When reading the reviews, the customer service division can notice
phrases that suggest the sentiment (attitude) of the text and then they can
combine the sentiment over all of the reviews they received for that product.
If the aggregate sentiment over all of the reviews is negative, customer
service knows that they have a problem and can inform the other divisions of
the company that deals with making or purchasing the product.
(OpenCourseOnline, 2012)
Social network analysis shows the
relationships between different entities and the connections between them.
Networks are made up of nodes and edges. Social network analysis can predict
future events for a product of OrgABC. Social network analysis can be very
useful for the marketing and sales division of OrgABC because when analyzing
the social network, they can see what people are talking about and what types
of groups are forming based on what they are interested in. This is helpful for
sales and marketing because they can target their advertising and products
towards the people that they want to buy their merchandise. (Lee, 2013)
I have learned through completing
this assignment that professionals can use Google analytics, sentiment analysis,
and social network analysis to enhance an organization's social capital and
presence. With Google analytics, companies can get data from the people that
visit their website to get a better understanding of the products that the
customers want by how many visits a certain product page has generated. Google
analytics can also track the reviews customers leave about their products. Both
of these services provided by Google analytics can enhance the relationship
between customers and companies which would be an increase in social capital. A
sentiment analysis can also increase social capital because a company can look
at their reviews to see what their customers reactions are towards the product.
If the customer is happy with their product and posts a good review the post
may influence someone else to buy the product which would increase the number
of relationships a company has with their customers. This would also increase
the companies social capital. However, if customers are not happy with their
products and they post negative reviews, the company can address what is wrong
with their product or advertising and strengthen the relationship between the
customers and the company. Finally, social network analysis is very valuable
for social capital because when people are notified about a product from a
company and are satisfied by it the customer shares it online as a review or
just posts about the product on their social media sites. This can cause more
people to talk about the product, which can lead to a company’s income and the
number of their relationships to both increase. The end result would also cause
an increase in social capital. (Kroenke, 2014)
Google Analytics (2013a, October 1). Digital Analytics Fundamentals-Lesson
1.1 Course Overview [Video file].
Retrieved from https://www.youtube.com/watch?v=uPZSSdkGQhM&list=PLI5YfMzCfRtZ8eV576YoY3vIYrHjyVm_e&index=1
Google Analytics (2013b, October 7). Digital Analytics
Fundamentals-Lesson 2.1 The importance of
digital analytics [Video file]. Retrieved from https://www.youtube.com/watch?v=JbXNS3NjIfM&list=PLI5YfMzCfRtZ8eV576YoY3vIYrHjyVm_e&index=2
Goggle Analytics (2014, May 14). Digital Analytics Fundamentals-Lesson
2.2 Core analysis techniques
[Video file]. Retrieved from https://www.youtube.com/watch?v=fi0w57kr_jY&list=PLI5YfMzCfRtZ8eV576YoY3vIYrHjyVm_e&index=3
Goggle Analytics (2013c, October 7). Digital Analytics
Fundamental-Lesson 2.3 Conversions and conversion
attribution [Video file]. Retrieved from https://www.youtube.com/watch?v=xLJt5A-NeQI&index=4&list=PLI5YfMzCfRtZ8eV576YoY3vIYrHjyVm_e
Google Analytics (2013d, October 7). Digital Analytics Fundamentals-Lesson
2.4 Creating a measurement plan
[Video file]. Retrieved from https://www.youtube.com/watch?v=EpDA3XaELqs&list=PLI5YfMzCfRtZ8eV576YoY3vIYrHjyVm_e&index=5
Google Analytics (2013e, October 7). Digital Analytics
Fundamentals-Lesson 3.1 How Google Analytics works [Video file].
Retrieved from https://www.youtube.com/watch?v=eyltEFyZ678&list=PLI5YfMzCfRtZ8eV576YoY3vIYrHjyVm_e&index=6
Google Analytics (2013f, October 7). Digital Analytics
Fundamentals-Lesson 3.2 Key metrics and dimensions
defined [Video file]. Retrieved from https://www.youtube.com/watch?v=TW3gx4t4944&index=7&list=PLI5YfMzCfRtZ8eV576YoY3vIYrHjyVm_e
Kroenke, D. M. (2014). MIS Essentials (pp.197-215). Upper
Saddle River, NJ: Pearson Education, Inc.
Lee, D. (2013, March 7). Lecture 1.1-1A Why Social Network
Analysis (1354) [Video file]. Retrieved
from https://www.youtube.com/watch?v=VjOVhWfh6iI
OpenCourseOnline (2012, April 4). 7-1-What is Sentiment Analysis-Stanford
NLP-Professor Dan Jurafsky & Chris
Manning [Video file]. Retrieved from https://www.youtube.com/watch?v=sxPBv4Skj98
