MIS 373 Lecture Notes - Lecture 15: Google Analytics

• School: UT-Austin
• Department: Management Information Systems
• Course: MIS 373
• Professor: A Barua

Document Summary

A channel may be more important in assist or last interaction (conversion) Data collected from 36k businesses using google analytics. Assist interaction : any interaction that is on the conversion path but is not the last. Last interaction : the interaction that immediately precedes the conversion (i. e. , clicking. Assist/last interaction ratio = # times a channel was used in assist interaction / # times. 26. 5k times the user did not buy immediately, but came back later from another. Assist/last interaction = 26. 5/3. 5 = 7. 57 (much more of an assist role) on the buy button). the channel was used for last interaction. Edmunds. com forum). channel (say, paid search link) and bought. Going beyond wordclouds: what metrics can we use to understand online. If > (<1) 1, association is stronger (weaker) than what is expected by chance. Total # messages: 868,174 (assume one make/model. Perf: 500; audi & perf: 250; bmw & perf: 300; audi, bmw & perf: 200.