Scenario Your company, Datalytic, is a member of the Web Analytics Association and a key sponsor of this year’s Web2.0 Tech Conference. As the resident web analytics expert at your company, you have b

Scenario

Your company, Datalytic, is a member of the Web Analytics Association and a key sponsor of this year’s Web2.0 Tech Conference. As the resident web analytics expert at your company, you have been asked to present a topic at this year’s conference. You will be speaking to a diverse audience of business and technology professionals. The topic that you have been asked to speak on is “Making Web Analytics Actionable.” Your presentation should cover topics related to Web Analytics such that both business and technology professionals can take away specific items to implement at their companies.

The Web2.0 Tech Conference is the industry’s marquee event and will be held in Las Vegas this year. These types of events are ideal for companies to showcase their capabilities. A pre-event survey has revealed that attendees believe that basic web analytics is only about shopping basket analysis and ad placement. In your presentation, you will need to demonstrate that web analytics can serve many other purposes. In addition to the core web analytics concepts, you will describe the full range of web analytics capabilities using current technology. You will also introduce forward-thinking ideas that bring web analytics together with Machine Learning and the Internet of Things (IoT). You are free to be creative with your presentation.

Instructions

Prepare a comprehensive website analytics presentation for a diverse audience of business and technology professionals. Include the following:

• Introduce the concept of web analytics for a diverse audience.
• Describe Big Data pain points that companies face, and how they are addressed in a web-based environment. At a minimum, you must address data collection, storage, data modeling, and generating actionable insights. Be sure to address how different formats of data are handled in a web-based environment. Provide an example of the insight that can be gained by joining data sources.
• Create a rating chart of popular web analytics tools and rate them based on key features. Include a color-coded key of your rating system so that the audience can easily compare tools.
• Storyboard three in-depth case studies on web analytics using real-life companies. The companies that you select should come from different industries. Suggestions for topics are: ad placement, return on investment, cost savings, increased revenue, improved service, etc. Be sure to specifically highlight how the company took website data and made it actionable. Each case study in the storyboard should be supported with data visualizations.
• Predict how the Internet of Things and Machine Learning will change web analytics. For this requirement, profile either Amazon Alexa or Google Home.
• Suggest a list of data use policies that should be included for all companies. Your policy suggestions should cover, “Ethics in Web Analytics.” You will want to provide knowledge of the use of personal data, aggregated data, and who really owns data on websites.
• Prepare a list of anticipated questions from the audience along with appropriate answers (commonly asked questions). Write them out in a Q&A format and include them at the end of each section of your presentation. If using PowerPoint, the Q&A should be on a separate slide. Q&A can also be implemented in the form of a knowledge checkpoint or graphic within your presentation.