Fisher College of Business utilizes web analytics services for all websites, web pages, blogs, and online magazines served by the college to aid in informed decision making with regard to marketing, communication, and advertising strategies.
Google Analytics is the centralized system that is able to collect data on the usage and visitation to Fisher's websites. This is a free service and provided by default to all web pages, website, and blogs utilizing the college's central systems. Historical data can be retrieved back to January 2007 with Google Analytics.
Additional Data Gathering Tools
ITS also maintains and utilizes other data services to track and trend performance across web services and social media outlets.
These are very detailed and technically-oriented files that track all activity happening on the college's web servers. This data is reviewed as-needed by ITS staff.
This is a service that is utilized as a "piggy-back" service to Google Analytics. It provides high-level traffic data of web server file activity.
Google Webmaster Tools
The suite of tools available from Google Webmaster allows the Web Services team to monitor items like broken URLs, links to the site, site maps, and other diagnostics.
YouTube and Facebook Insights
Fisher College of Business maintains a video channel on YouTube and utilizes the built-in service called "Insights" to analyze video traffic data and user viewing behaviors.
The college manages many Facebook fan pages for the college and program areas. Insights into usage, behaviors, and demographic stats are available.
Small URLs provide certain advantages over long URLs like click traffic counts and URL behavior. They are primarily used for activities like Tweets and network status updates.
ITS uses and recommends the following short URL generators:
There is a large amount of data in many formats available from ITS' monitoring systems. Many metrics currently gathered may be of interest to unit and program marketing efforts.
Popular data requests include:
- Website visitation and hits over a time period
- Popular web pages and/or posts
- Where visitors came from... country, state, city
- How long visitors stayed
- What browser and operating system visitors are using
- Where visitors are coming from - sources
- What keywords visitors type into a search engine to find the website
Web Services can help interpret the data and provide useful information to help make informed decisions about communication, marketing, or advertising decisions.
The ITS Web Services team provides Web Analytic Reports upon a submitted request to firstname.lastname@example.org indicating the information needed over a period of time.