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Goetz shares Web analytics basics

Jozef Goetz, professor of computer science, presents his findings on “Web Analytics” Monday as part of the Faculty Lecture Series in the President’s Dining Room. Web analytics involves taking an enormous amount of data collected from website traffic and categorizing and making use of it. Goetz presented the same lecture at the Institute of Informatics of the Wroclaw University of Technology in Poland in June. / photo by Katherine Careaga

Jozef Goetz, professor of computer science, presents his findings on “Web Analytics” Monday as part of the Faculty Lecture Series in the President’s Dining Room. Web analytics involves taking an enormous amount of data collected from website traffic and categorizing and making use of it. Goetz presented the same lecture at the Institute of Informatics of the Wroclaw University of Technology in Poland in June. / photo by Katherine Careaga

Karo Chakhlasyan
Arts Editor

Standing before faculty members and a couple of students, Professor of Com­puter Science Jozef Goetz presented a lecture on “Web Analytics” Monday in the President’s Dining Room.

“Web analytics is the measurement, collection and analysis of internet data for purposes of understanding and optimizing Web usage,” Goetz said. “It is related to cutting edge technology.”

Information collected includes data such as how long a user is on a certain page, how a user found the Web page from a search engine result, to specific data as what is the connection speed of users and the screen resolution from users computer.

Key Performance Indicators are a way organizations can compare the data provided against an organization’s goals that leads to adjustments of their website to hone in towards an organizations objectives.

“Goals can be defined from different perspectives, for your organization from executive perspectives to indentify long term trends, from marketers’ perspective to test various advertisements simultaneously,” Goetz said.

The information also helps Webmasters optimize Websites to target specific audiences.

Considering the 11 best business Web analytics tools, “Google Analytics is currently used by over 50 percent of the top 10,000 Websites in the world,” Goetz said.

Through the detailed statistics collected by Google Analytics, a free service provided by Google, companies can understand the behavior of visitors to their website.

Google provides a ‘tracking code’ that is placed into each Web page that one wishes to monitor. The code collects cookies, which is a piece of data stored in Web browsers.

“You don’t ever own your data, Google owns the data,” Professor of Information Tech­nology and Decision Science Yehia Mortagy said.

Goetz provided an overview of the different tools Google Analytics provides and their power to crunch various amounts of data in real time to provide statistics of user usage.

“This is my first time hearing about this, I need to go back to see my Website,” MBA student Alex Zheng said.

Goetz uses Google Analytics for his classes’ Web page that students visits.

It lets him know if students are visiting a lecture notes page or if they are receiving their assignments.

With his research, Goetz would like to introduce a Web analytics course for the e-commerce major.

By the end of the lecture Goetz proposed an email and post card system where the university can calculate out through analytics what high school has the largest amount of interested students with different codes when sent to the recruitment part of the ULV Website.

“The future is bright,” said Goetz. “When you want to improve your Website you should start to use analytics and Google Analytics is the best tool.”

Karo Chakhlasyan can be reached at karo.chakhlasyan@laverne.edu.

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