Web analytics

Data warehouse systems: get success with big data analysis

More and more businesses are adopting dispositive data with the aim of making strategic decisions shaped by reports, prognoses, and patterns. The database is usually supplied by an information system that functions as a central data repository, separate from a data operating system. This is known as a data warehouse, or a DWH for short. A data warehouse is a modularly built system made up of various tools for data entry, data processing, and data retention. Our digital guide offers an insight into the structure of a typical DWH architecture, introduces you to commercial suppliers of established data warehouse systems, as well as showing you some open source alternatives. [...]  

The best translation apps: which is the right one for you?

Finding the right translation app can be quite a challenge due to the ever-increasing choice available on the market. Which translator app is best when traveling abroad? We provide a detailed overview of the best translation apps for Android and iOS. [...]  

Geo-targeting: the regional optimization of web content and how it works

Geotargeting is a unique way of directly addressing a target group using its geographical information. Many websites and applications used on mobile devices use the device data in order to locate their users. Knowing an individual user’s location allows website owners and app providers to tailor their content and advertising directly to the user in his or her respective region. But geotargeting does have its limits, namely the choice of available localization methods and the possibility of anonymous surfing. [...]  

Predictive analytics – definition and examples

What is predictive analytics? The subsection of big data analysis has similarities to data mining. But what exactly is the difference and how does predictive analysis actually work? We provide the answers on this method of data analysis, show you what it is used for, and what tools there are for using the technique of predictive analytics. [...]  

Browser fingerprints: the basics and protection options

In recent years, so-called browser fingerprinting has established itself as a tracking method that doesn’t rely on the use of cookies. Web servers capture different characteristics from visitors’ browsers and determine their digital fingerprint based on them. They enable visitors to be recognised at a later date. While some information is automatically transmitted, it is mainly active elements such as Flash animations or JavaScript applications that provide crucial information. [...]  

Behavioral targeting: tailored advertising on the internet

In the world of advertising, behavioral targeting is the method used by advertisers to record surfing behavior of potential customers, with the aim of categorizing visitors into key demographic groups. Website owners can create profiles based on users’ interests, preferences, and motives. This information determines the ad campaigns presented to the user, simultaneously reducing scattering loss and saving advertising costs. Beneficial to both the advertiser and the consumer, relevant advertising is no longer a nuisance. However, due to data security concerns expressed by the online community, certain countries now have strict guidelines for the legal implementation of targeted advertising. [...]  

What is the AIDA model?

The AIDA model has been around for more than one hundred years and illustrates the basic knowledge of advertising research. The schematic representation of the purchasing decision-making process is in four successive phases and is reduced to show the essential steps. Some see this model as too simplified and believe it doesn’t adequately depict modern, multi-layered communication processes. As a result, numerous reinterpretations, modifications, and extensions of the AIDA model have been created. We introduce the classic and most famous alternative models. [...]  

Log analysis: What the web server log reveals about your visitors

How many pages are accessed by a single user when they’re visiting your website? And which links or search queries did they use to lead them to you? To answer such questions, well-known web analysis tools like Google Analytics seem to be the only option. But the web server’s automatically generated log file also provides a solid foundation for user information. The following guide discusses the possibilities of log file analysis. [...]  

Tag management: basics & systems

What’s important here is: data, data, data. Big data is no longer a buzzword and web analysis has become one of the most important disciplines in the context of marketing. After all, you can’t optimise your website and increase your conversion rate if you don’t understand the user by closely tracking their activities. A basic requirement of web analysis is to collect user information using so-called tags. In order to implement the increasingly higher demands and complex tracking strategies required in the modern business environment, tag management systems have proved invaluable. [...]  

Web analytics: data privacy when creating a profile

Tracking tools can provide website operators with a useful indication on how to adapt an online project to suit a target group. These tools focus on user profiles, which reveal how users find the website, and which content provokes interactions. This information is based on user data, which can be subject to stringent data protection guidelines in some countries within the European Union. Find out which guidelines apply for a legal use of web analytics, and how to adjust the privacy settings of common tracking tools. [...]