A cookie is a small piece of data sent from a web server and stored in a web browser. Every time a web browser makes a request to a server, this data is sent back to the server along with the request. As the request is fulfilled, web server can update cookie in the browser as well. 

The mission of data analysis is to obtain all the necessary information for decision making in our business.  The vision. If we manage to recognise what our visitors are like, what they are concerned about and enthusiastic about, what decision point they are at before they buy, and what barriers they face 

Main duties data Analyst: plan the measurement needs of the business, identify the Kpis, analyse and present the data, propose business improvements.

Data analysis plan: identify everything that must be measured so that our actions are always thought to achieve the objectives of our business, a metaphor for our happiness. initial audit: analyze the analytical scenario from which we start. Measurement plan: document that include everything that needs to be measured. Implementation plan: document that indicates how the online ecosystem should be measured to obtain the dimensions and metrics we have identified in the measurement plan. Data visualization: the reporting needs can be effectively presented.

Web analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage. pillars: measurement collection, analysis, reporting.

Clickstream is the sequence of hyperlinks one or more website visitors follows on a given site, presented in the order viewed. is useful for web activity analysis, software testing, market research, and for analyzing employee productivity

evolving customer journey: stimulos, first momet of truth, second moment of truth.

The KPIs of an online business are the thermometer that informs us how close we are to reach our goals and helps us to make better decisions.

pros SEO: boost brand awarenes, users from search channel have high conversion rates, long term returns, higher traffic share than SEM. cons SEO: requires technical expertise, costly to mantain, delayed results, difficult to track all search terms.

pros SEM: “, “, efficient results, precise targeting options, better tracking of search terms. cons SEM: “, “, results decay quickly once ad budget runs out.

On page seo: involves optimizing content, meta tags and other elements on your own sites pages. off page seo: involves any activities that drive awareness and referral traffic to your site from others sites.

Google ads: is googles advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in googles search results

digital analytics: Measurement, collection, analysis and  interpretation of web traffic data in order to understand and optimize web browsing. analysis of qualitative and quantitative data from your website and the competition.

cookies: Cookies are small files that a web server automatically sends to your computer’s web browser (think Firefox, Safari, Internet Explorer) when you browse certain websites.

sessions: number of visits people have made.

page value:  Page value is the average value for a page that a user visited before landing on the goal page or completing an ecommerce transaction.

reach: Reach calculates the total number of users who have seen your ads  

frequency: Ad frequency measures the number of times your target audience viewed the ad.

Bouncratee: Bounceratemeasuresthepercentageofuserswholandonyourwebsite,performno actiononthepageandleave.

impressions: the number of times ads have appeared in paid search ads to people and/or the total amount that your display ad was shown on a third-party site.

clicks: help you measure any specific action that users take on your ad or web page and help you understand how well your audience is responding to your marketing message. 

conversions: A conversion is a completed activity and conversions can be either macro or micro 

Viewability: is an online advertising metric that aims to track only impressions that can actually be seen by users.

engagement: measures the number of times an user took action on your ads or sponsored posts.

CTR: shows the percentage of people who see your ad and click through to the landing page. 

CPC: the amount you pay every time a user clicks your ad.

CPM: CPM is the bid you pay per one thousand views (impressions)  

CPA: Average cost-per-acquisition is the amount you’ve been charged for a conversion from your ad.

CPV: price that gets paid when a video ad is played.