Unit 05. Quantitative methods. User-centred design. (2017)

Apunte Inglés
Universidad Universidad Pompeu Fabra (UPF)
Grado Publicidad y Relaciones Públicas - 2º curso
Asignatura Analysis of Interactive Digital Communication
Profesor C.S.
Año del apunte 2017
Páginas 1
Fecha de subida 02/02/2017
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[En anglès] Mètodes quantitatius. El disseny centrat en l'usuari.
De l’assignatura Anàlisi de la Comunicació Digital Interactiva.

[En inglés] Métodos cuantitativos. El diseño centrado en el usuario.
De la asignatura Análisis de la Comunicación Digital Interactiva.

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tiglesias Més apunts del grau a: https://unybook.com/perfil/tiglesias/apuntes Publicitat i Relacions Públiques Analysis of Interactive Digital Communication Universitat Pompeu Fabra UNIT 05. QUANTITATIVE METHODS User-centred design Quantitative methods. Web analytics Every time a user clicks, they generate information.
We have cookies in our mobile phones, and they are used to tracking our movements in the website and beyond that, even when the browser is closed.
We have all the information (thanks to the web), and have the tools to manage it. All these processes are so complex right now.
You have information in real time and you can make decisions in real time.
The analysis of the web involves the search engine optimization (SEO) and the search engine marketing (SEM). At the browser page, the SEO are all the results found (web inputs and links), while the SEM are the ads placed on the right side or the promoted pages placed on the top.
Search Engine Marketing The task of the SEM is managing the acquisition of words. Its objectives are to know what words or word groups attract more traffic, what words invite the user to deepen the visit, and what words generate more “bounce rate” and “conversion”.
Search Engine Optimization The tasks of the SEO include to adapt contents, structure, descriptions, meta-information, etc., in order to improve the position of certain content in search engines and attracting more visitors. It’s based on the economy of the attention.
Its objectives are to know what contents attract more traffic, what contents invite the user to deepen the visit, what words are associated with which events, what words generate more business, and how to get revenue from secondary words.
Quantitative methods. Web analytics: tools and data visualization - From raw data to knowledge.
Open-access analytical tools.
Campaign analysis.
Business Intelligence. It’s a circle that starts with the formulation of the strategy. Then planning, resource allocation, budgeting forecasting, reporting, monitoring, analysis, and, again, the formulation of the strategy. It never stops.
Quantitative methods. Big data, digital humanities and cultural analytics With big data is important to find patterns, since with the discovery of patterns it’s possible to predict scenarios.
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