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Marketing Analytics: Why Measuring Web and Social Media Matters
Published in Pedro Novo Melo, Carolina Machado, Business Intelligence and Analytics in Small and Medium Enterprises, 2019
Xabier Martínez-Rolán, Teresa Piñeiro-Otero
These are the basic metrics per activity for web analytics: User: a user, for Google Analytics, is a combination of a unique random number and the first-time stamp (Sharma, 2016). A user can be new or recurrent. A new user is the first time a cookie registers them, while a recurring user is the person who comes a second or more times after being registered by the cookie.Visit / session: this refers to any activity undertaken by a user from the moment they access the web until they leave. There are two cases in which the visit might not be reliable: when the user spends more than 30 minutes inactive on the site, or even while browsing within those 30 minutes, the clock gets to 00:00, as the cookie runs out at midnight.Pages viewed are the set of internal pages that the user consumes during each visit.Time is the time that has gone by since a user accesses the website and leaves.Content is each of the pages viewed on the website.Interesting KPIs are obtained by mixing the different metrics: Percentage of recurrent users: are recurring users against new users, expressed as a percentage.Average of pages visited per session: the higher this average, the higher the quality of content.Average visit duration: the longer the average duration of the visit, the higher the quality of web content.Bounce rate: this metric is linked to web quality and reflects users who visit a single page on the website and leave before 30 seconds of activity.
Joint visit in primary care clinics: Modeling, analysis, and an application study
Published in IISE Transactions on Healthcare Systems Engineering, 2018
Hyo Kyung Lee, Xiang Zhong, Jingshan Li, Albert J. Musa, Philip A. Bain
Additionally, the collected data indicate that the average length of visit is 58 minutes, which consists of the above service times and a 15-minute average waiting time. Using Proposition 1 and empirical formulas (2)–(4), we obtain the patient average length of visit as 63.2 minutes. Comparing with the collected data, the difference is about 8.97%. As no-show of patients or open appointment slots are not considered in the analytical model, and considering the discrepancy in the observed data, such a model provides an acceptable accuracy.