WEB AND SOCIAL MEDIA ANALYTICS
Within the greater definition of
media analytics, some specific forms of this kind of service are becoming
prevalent. One of these is Web analytics, where those evaluating a web media piece look at its
specific effect on a target audience through quantifiable data like original
views, location of ISP addresses, and much more. Web analytics may also look at
the results of embedded items like Google ad words.
Web analytics consultants, for
example, focus on how to improve or upgrade an existing website or other
Internet initiative. This can include creating new online forms or
applications, installing shopping carts, or otherwise customizing a site to
provide for personal data entry. Other elements include tracking customer
events and automating some of the market
research that helps business leaders chart a future course for a
company.
Web analytics consulting companies often rely on specific
developer skill sets for using traditional computer programming languages to
work on client websites. Developers may work on creating a whole new customer
interface on a webpage from scratch. They may also be involved in designing
add-ons where new programming language enhances what an existing webpage can
do. Programming knowledge and familiarity with common web interfaces is
critical for this kind of work.
Another new part of the field of
media analytics is called social
media analytics.
Social media is a term for very recent innovations in the online and wireless
world, including sites like MySpace and Facebook, as well as alternative communication
methods such as Twitter, generally enabled by smart phone wireless
technologies. Companies are exploring the marketing opportunities of these
platforms with social media analytics that focus on how new media can help
promote a company or product or sell goods or services to a consumer audience.
Social media consulting and analytics services will often
focus more on how a message is deployed within a target audience. Lots of media
relies on pre-existing programmed technology. Consultants and social media
analytics tend to look at how these free-form technologies can be customized
and used by a business for profit through better consumer outreach.
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