Research of actual characteristics for describing of the target audience for digital marketing

The article examines the current characteristics of the target audience in the digital marketing. The problem of the discrepancy between the classical ways of describing audiences and the advertising inventory of digital promotion channels has been actualised. Analysis of advertising campaigns and web analytics systems has identifed six main groups of characteristics that can be used to describe the target audience for any advertising service in the digital marketing. The new features complement existing audience description methods and allow target groups to be described in terms that are understandable to different specialists, and are available on any advertising channel in the digital marketing. The result of the study will increase the effectiveness of promotion in the digital space due to more precise settings of advertising messages.

Exploring Critical Success Factors Towards Adoption of M-Government Services in Tanzania

For the past decade, the Tanzanian government has started implementing m-government initiatives. However, little is known about the factors surrounding m-government adoption in Tanzania. Consequently, some m-government services have been successfully adopted while others are still struggling (having a low level of adoption). In this chapter, the authors investigate critical success factors (CSFs) that favor the adoption of m-government services from a web analytics point of view. The results show that inspecting the web analytics data from multiple viewpoints and varying levels of detail, gives insights on the CSFs towards the adoption of m-government services. The findings suggest that perceived usefulness, user needs, and usability favor the adoption of one m-government service over the other. Moreover, factors like the loading time of the service, the number of requests, and bounce rate seem not to have an effect.

Towards open government through open source software for web analytics: The case of Matomo

Web analytics technologies provide opportunities for organisations to obtain information about users visiting their websites in order to understand and optimise web usage. Use of such technologies often leads to issues related to data privacy and potential lock-in to specific suppliers and proprietary technologies. Use of open source software (OSS) for web analytics can create conditions for avoiding issues related to data privacy and lock-in, and thereby provides opportunities for a long-term sustainable solution for organisations both in the public and private sectors. The paper characterises use of and engagement with OSS projects for web analytics. Specifically, we contribute a characterisation of use of OSS licensed web analytics technologies in Swedish government authorities, and a characterisation of organisational engagement with the Matomo OSS project for web analytics.

The Effects of Cryptocurrency Trading Websites on Airlines’ Advertisement Campaigns

In future years, airline companies will be leaning more and more towards cryptocurrencies to implement their digital marketing strategies as leaders seek to gain an understanding of the factors affecting airlines’ visibility parameters. Cryptocurrency investment websites are currently experiencing rising demand, making them an appropriate site for paid advertisements. The above factors suggest the need for airlines to harvest cryptocurrency investment and platform users in their favour. To this end, it can be beneficial for airlines’ web promotions to link certain web analytics metrics to cryptocurrency trading site metrics. For research purposes, web analytics data were monitored and gathered for 2 consecutive years from 10 globally leading cryptocurrency trading companies and 10 airline websites. A three-stage model was adopted by the authors. In the first stage, statistical analysis was implemented using cryptocurrency and airline metrics, followed by fuzzy cognitive mapping and agent-based modelling stages. The findings of the study indicate that engagement with cryptocurrency trading websites has a positive impact on airline websites’ global ranking and visibility parameters. The outcomes of this research provide noteworthy digital marketing strategies which can be addressed by airline companies to increase their website visitors and optimise visibility parameters with the assistance of cryptocurrency trading websites.

An Evaluation of 5-Year Web Analytics for HeadsUpGuys: A Men’s Depression E-Mental Health Resource

The present study reports an evaluation of web analytics, over a 5-year period, for HeadsUpGuys.org , an eHealth resource for men with depression. Google Analytics, Search Console, and Tag Manager were used to monitor user activity over the course of the website’s first 5 years (June 15, 2015–June 15, 2020). Through this period, HeadsUpGuys had a total of 1,665,356 unique users, amounting to 1,948,481 sessions and 3,328,258 page views. Organic traffic accounted for the highest proportion (53.44%; n = 1,041,277) of website sessions. Four of the top 10 Google search queries that brought users to the website related to suicidality. Three countries (United States, United Kingdom, Canada) accounted for almost three-quarters (71.10%; n = 1,385,485) of the site’s traffic. Nearly three-quarters (73.35%; n = 1,429,285) of sessions occurred on a mobile device. The goal conversion rate for the Self Check was 60.27%. The average time on page was 2 min 53 s, with a bounce rate of 65.92%, and an exit rate of 57.20%. The goal conversion rate for the Stress Test was 52.89%. The average time on page was 4 min 8 s, with a bounce rate of 72.40% and an exit rate of 48.88%. The conversion rate for the final goal was 11.53%, indicating that approximately one in 10 visitors to the site had a session of at least 3 min. The findings illustrate the potential of eHealth resources to support men’s mental health and provide a real-world benchmark to help advance the men’s eHealth field.

Web analytics para desarrollar un entorno de learning analytics y su relación con el rendimiento académico en cursos virtuales

El objetivo de la presente investigación fue demostrar cómo a partir de la web analytics se puede extraer información relevante para desarrollar un entorno de learning analytics en cursos virtuales e implementar métricas correlacionadas al rendimiento académico. En ese sentido, la metodología presentó un diseño de investigación no experimental, con alcance descriptivo correlacional y una recolección de datos longitudinal. La población estuvo conformada por estudiantes de primer ciclo de un curso de investigación académica en modalidad asincrónica y la muestra estuvo representada por 59 personas estudiantes. La información recopilada comprendió datos generados por cada estudiante en tres aspectos: visitas a páginas dentro del curso, participaciones en actividades del curso (foros, tareas, cuestionarios, etc.) y las calificaciones. Los resultados mostraron el siguiente comportamiento promedio de los estudiantes: 3809 visitas por semana, 563 visitas diarias, 143 participaciones por semana y 21 participaciones diarias. Al relacionar las métricas web con el rendimiento académico (calificaciones) se obtuvieron los siguientes valores, correspondientes a la rho de Spearman: 0.628 (p<0.00) entre visitas y calificaciones y 0.638 (p<0.00) entre participaciones y calificaciones. Finalmente, se pudo concluir que las métricas basadas en la web analytics son una fuente primaria para iniciar el desarrollo de un entorno asociado a la learning analytics; asimismo, se mostró una relación directamente proporcional de las métricas web con el rendimiento académico.

Federal libraries in virtual space: Current state and prospects

The findings of monitoring virtual space of federal libraries: their websites and social media, are interpreted. The author analyzes search optimization indicators, i. e. website quality factor, website adaptiveness for mobile systems, as well as behavior indicators, e.g. average visit time, number of viewed pages per visit, etc. The comparison of these findings with prior research evidences on increasing quality of information resources under investigation. The efficiencyоf the federal libraries’ activity in VKontakte (VK), one of the most popular mass media and digital platforms, was analyzed with Socstat.ru web-analytics. The federal libraries’ VK communities are characterized by: number of subscribers, total number of posts, number of posts for a time period, average post length, and the average number of posts per day. Federal library user activity factors areal so analyzed; number of responses, average number of responses, average community engagement, and average post engagement. The author insists on the necessity of monitoring of library presence in the digital environment through web-analytics for libraries efficient integration into the single cultural information space.

INFORMATION TECHNOLOGY FOR INTERNET RESOURCES PROMOTION IN SEARCH SYSTEMS BASED ON CONTENT ANALYSIS OF WEB-PAGE KEYWORDS

Context. Timely and correct analysis of the process of visiting Internet resources, which led to the overall conversion of e-business, is fundamental and relevant for successfully managing the website. Appropriate, accurate traffic analysis, which brings both successful and unsuccessful conversions, will identify the cause of the impact on conversion metrics and criteria and will measure the effectiveness of changes made to the site to increase traffic conversions. It is necessary to collect information on the activities of system users on the website and determine specific performance indicators of the website to improve e-business strategy further to solve these problems and achieve the relevant goals of e-commerce. Thus, it is necessary to develop and implement an analytical method of text content support for e-commerce Internet resources based on the analysis of key performance indicators of the website, paying particular attention to determining the set of relevant and relevant keywords used by regular users and led to an increase in e-business conversions. Objective of the study is to develop a technology for promoting Internet resources of e-commerce based on the results of Web-analytics of critical indicators of pages as KPI and KSI through forming a relevant set of keywords as feedback activity of a regular audience. Method. An analytical method for promoting Internet resources based on the analysis of key performance indicators of the website, which is based on three main algorithms аlgorithm for identifying problem areas of the site structure for further optimization, аlgorithm for optimizing search engine marketing activities (SEM), аlgorithm for site promotion and calculation of its efficiency. General recommendations for the design of information resources processing systems have been developed, different from the existing ones, by the presence of additional modules that significantly affect promoting the website on the Internet to further the success of ecommerce or improve the values of these indicators. Among them is the module of online shopping, marketing, module-copywriter and Web-master. For each of them, calculate their own KRI. It will allow you to effectively implement the processing of information resources at the level of system developers (reducing resources and time for development, improving the quality of information processing systems). Results. The paper develops and describes in detail, based on the results of Web-analytics, the parameters and criteria for assessing the level of success of e-business. Software tools for monitoring the textual content of Internet resources based on the analysis of key performance indicators of the website have also been developed. For a detailed analysis of the functioning and promotion of Internet ecommerce systems such as Internet newspaper and Internet magazine, 12 different methods have been developed and implemented, respectively, with support for each of them with a different number of stages of the content life cycle. A computer experiment of analysis of key performance indicators of the website was conducted. The service of keeping statistics of visits to the Web resource allows you to estimate the increase in sales of textual content in direct proportion to the rise in the number of visits to the Web resource, the number of regular users, the prospects of marketing activities. Conclusions. It was found that the presence of appropriate modules in the systems of information resources processing increases the sales of textual content to the regular user by 9%, active involvement of unique visitors, potential users and expanding the target and regional audience by 11%, viewed pages by 12%, resources by 7%.