Aniket Kaushik

BANA 6800 – Web Analytics 001

Summer 2018 Assignment 4 – Term Project
Professor: Marcus Ellis

Assignment 4
(Term Project)

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Aniket Kaushik
BANA 6800 – Web Analytics 001
Summer 2018 Assignment 4 – Term Project
Professor: Marcus Ellis

Table of Contents
Executive Summary....................................................................................................................................... 3
Objectives ..................................................................................................................................................... 3
Visualization and charts Used to present the KPIs and the analysis behind. ............................................... 3
Line Charts ................................................................................................................................................ 3
Pie Charts .................................................................................................................................................. 4
Maps ......................................................................................................................................................... 4
Tables ........................................................................................................................................................ 4
2.1 Metric Widget ..................................................................................................................................... 5
Questions answered by these visualizations ................................................................................................ 5
1. How long does it take for our users to convert from the time they first found us? ............................ 5
2. How Many Touchpoints Occur Before Converting? ............................................................................. 5
3. How is Marketing Working Together? .................................................................................................. 5
4. Are we measuring Display Optimally? .................................................................................................. 5
Dashboard Submission.................................................................................................................................. 5

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Aniket Kaushik
BANA 6800 – Web Analytics 001
Summer 2018 Assignment 4 – Term Project
Professor: Marcus Ellis

Executive Summary
The concept of using pictures to understand data has been around for centuries, from maps
and graphs in the 17th century to the invention of the pie chart in the early 1800s. Several
decades later, one of the most cited examples of statistical graphics occurred when Charles
Minard mapped Napoleon’s invasion of Russia. The map depicted the size of the army as well as
the path of Napoleon’s retreat from Moscow – and tied that information to temperature and
time scales for a more in-depth understanding of the event.

Making sense of facts, numbers, and measurements is a form of art – the art of data
visualization. There is a load of data in the sea of noise. To turn your numbers into knowledge,
your job is not only to separate noise from the data, but also to present it the right way.

With big data there’s potential for great opportunity, but many retail banks are challenged
when it comes to finding value in their big data investment. For example, how can they use big
data to improve customer relationships? How – and to what extent – should they invest in big
data?

Objectives
 Appropriate Visualization and charts.
 Reasoning Behind the selection of Visualization.
 Questions answered by these visualization

Visualization and charts Used to present the KPIs and the analysis
behind.

Roughly speaking, data visualization is drawing a picture with your data instead of leaving it in a
spreadsheet or table. Technically, any way you choose to do this counts, but there are some
charts that are way better at telling a specific story.

Line Charts

The purpose of a line charts is to show trends, accelerations (or decelerations) and volatility.
They display relationships in how data changes over a period of time. When it comes to layout,
keep your numbers relevant! When you set up your axis scales keep it close to the highest data
point. A great feature of line charts is that you can combine them with other types of data

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Aniket Kaushik
BANA 6800 – Web Analytics 001
Summer 2018 Assignment 4 – Term Project
Professor: Marcus Ellis

visualization, such as bar graphs. Line charts are used to showcase New Users, Returning users,
Bounce rate, average sessions duration, Revenue and goal completion.

With line charts, the emphasis is on the continuation or the flow of the values (a trend), but
there is still some support for single value comparisons, using data markers (only with less than
20 data points.)

A line chart is also a good alternative to column charts when the chart is small.

Pie Charts

Pie charts are useful for when demonstrating the proportional composition of a particular
variable, over a static timeframe. These charts are among the most frequently used and also
misused charts. The one on the right is a good example of a terrible, useless pie chart - too
many components, very similar values.

A pie chart typically represents numbers in percentages, used to visualize a part to whole
relationship or a composition. Pie charts are not meant to compare individual sections to each
other or to represent exact values. Pie Charts are used to showcase the default channel
grouping and Number of users from organic SERPs.

Maps

Besides just being cool, maps are great at visualizing geographically data by location. The data
on a map is often displayed in a colored area map like above or a bubble map. Since maps are
so effective at telling a story they are used by governments, media, NGOs, nonprofits, public
health departments. Map charts are good for giving numbers a geographical context to quickly
spot best and worst performing areas, trends, and outliers. Maps won’t be very good for
comparing exact values, because map charts are usually color scaled and humans are quite bad
at distinguishing shades of colors. Sometimes it’s better to use overlay bubbles or numbers if
you need to convey exact numbers or enable comparison.

A good example would be website visitors by country, state, or city, or product sales by state,
region or city. Maps are used to showcase Number of sessions all over the geographical
boundaries.

Tables

Tables are essentially the source for all the charts. They are best used for comparison,
composition, or relationship analysis when there are only few variables and data points. It

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Aniket Kaushik
BANA 6800 – Web Analytics 001
Summer 2018 Assignment 4 – Term Project
Professor: Marcus Ellis

would not make much sense to create a chart if the data can be easily interpreted from the
table.

Use tables when:

 You need to compare or look up individual values.

 You require precise values.
 Values involve multiple units of measure.
 The data has to communicate quantitative information, but not trends.

Table are used to showcase Sessions by browser, Users and Avg. % Conversion Probability by
Campaign and E-commerce Conversion Rate and Sessions by Landing Page

2.1 Metric Widget

This will help you to track single Metric with multiple Dimension Filters. This Metric is useful
to analyze Goal Or Specific metric with granular dimension filters. 2.1 Metric Widget is used to
answer the following: Cost per Goal Conversion, Engaged Users, Goal Conversion Rate, Site
Search Goal Conversion Rate, Avg. Time on Page, Avg. % Conversion Probability.

Questions answered by these visualizations

1. How long does it take for our users to convert from the time they first found us?

2. How Many Touchpoints Occur Before Converting?

3. How is Marketing Working Together?

4. Are we measuring Display Optimally?

Dashboard Submission

https://analytics.google.com/analytics/web/template?uid=YK7Y_tWxSAi14cvtjGVD1A
https://analytics.google.com/analytics/web/template?uid=nN-ncyfPSgqJ4cYs65kJ2g
Attaching the PDFs for the reports in the submission are on canvas as well.

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