MKT 4123 Lecture Notes - Lecture 1: Webtrends, Google Analytics, Web Analytics

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4 Jun 2018
Department
Course
Professor
MKT 4123 & 9738 ASSIGNMENT 1
ede8db32-f966-450a-8959-b34b2092cf9b
Student Name: Alvin Manchery
Class: MKT 4123 FMA
When field of traditional Web Analytics originated in the mid 1990’s, there were several vendors that quickly
emerged in that space, but only a few have become dominant, most been acquired or went out of business. The
dominant Analytics platforms that emerged are Google Analytics, Adobe Analytics and Webtrends.
Source: https://insights.technologyformarketing.co.uk/author/thomas-quillfeldt/ from Datanyze.
As the chart above shows, some variant of Google Analytics covers most Web Analytics implementations, and
if we add Adobe Analytics and Webtrends, about 80% of all the web behavioral monitoring are accounted for.
Many universities have access to Adobe Analytics, and everyone can access a Demo version of Google
Analytics that is fully functional (and tied to a live website, with actual visitors and transactions, etc.)
For this lab, we are simply going to become familiar with the interfaces and capabilities of Adobe Analytics and
Google Analytics, irrespective of the capability of students to work on these platforms, or their time or interest
in doing so.
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1. Go to https://helpx.adobe.com/analytics/tutorials.html and watch at least 8 of the videos on this page
(students can choose the videos that interest them the most). Students who are really motivated can benefit
from viewing ALL the videos on this page, but we will leave that up to your Professor or Instructor to decide.
Source: https://helpx.adobe.com/analytics/tutorials.html
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