1. Clickstream Data:
(A) What is the value of analyzing clickstream data? What does it tell us? What doesn’t it tell us? In your own words, explain how metrics, KPIs & dimensions are related. Why do you think most reports include both metrics AND dimensions?
(B) Please analyze the following dataset. What questions do you have? What context do you need? Do you think the increase in sessions between September and October was good or bad? What might explain such a low average pages/session metric, but high session duration?
Note: When responding to your peers’ discussion posts this week, please pay close attention to your analyses from question #3. In this case, the data could be interpreted a number of different ways depending on the assumptions you make regarding the context, so take some time to consider and evaluate the different approaches of your peers. There’s no “right” answer, but there are a number of questions this dataset should elicit. Think critically and fun using the data to tell a story.
Sep-15 Oct-15 Sessions 113,112 200,000 Average Pages/Session 1.5 1.5 Average Session Duration 5:09 8:02 Bounce Rate 80% 82% Goal Conversion Rate 2.30% 1.90%