WACA English p01 36

Web Analytics Consultant
Associate Certification
Vol.6 (2015 edition) Preface
The importance of the Internet in marketing has been increasing year by year. According to a survey
conducted by Dentsu, Internet ad spending in 2013 was 938.1 billion yen, which represents 15.7% of
the total advertising expenses.
This ratio is close to the 16.6% ratio of the combined newspaper advertising, magazine advertising
and radio advertising (Advertising Expenditures in Japan in 2013). In addition, according to a survey
by the Ministry of Economy, Trade and Industry, the market size of consumer oriented e-commerce
in 2012 had reached 9.5 trillion yen, an increase of 12.5% compared to the previous year (2012
Japanese infrastructure development for an information economy society - market research related
to e-commerce). Comparing this number with that of the year 2008 shows that the market scale of
online sales has expanded to about 1.6 times in four years.
Thus, whether as the medium for product and service advertising and promotion, or as a distribution
channel, the presence of the Internet in marketing continues to grow strong.
When considering the Internet as a medium or channel from a marketing perspective, one will notice
several big advantages. Bidirectionality of information, meaning that businesses and consumers can
exchange information, and reduced costs of information distribution are two big advantages of the
Internet.
Another significant advantage is the simplicity of effective measurement for marketing initiatives.
In the Internet world, one is able to acquire a variety of values, such as how many people visited
a specific web site and what search words those people used to find the site, how different pages
within the web site are viewed, how goods and services are purchased and more. By using these
values, it will be possible to better understand the relationship between the marketing measures
taken and the results obtained.
In order to take advantage of these benefits of the Internet, analyzing the obtained data in an
appropriate manner is essential. Web analytics, which analyzes a variety of data such as the data
described above, is essential in order to make effective use of the Internet in the context of marketing.
However, until now, there was no systematically organized text thats easy to understand even for
beginners.
This book will help people who have a basic knowledge of the web learn about web analytics in order
to become beginner web analytics consultants. In this revised new edition, content has been further
enhanced by adding chapters related to the legal environment surrounding the Internet and Internet
security. We hope that this book serves many people who are interested in Internet and marketing.
Takeshi Moriguchi (Supervision this book)
Research Institute of the Faculty of Commerce
October 2014
3
Web Analytics Consultant Certification
How to use this book sheet). It is an open-book test (you may bring
The text is divided into eight chapters and a your textbook). You may use a simple calculator.
glossary. Beginners can learn the basics of web Please note that you may not use smart phones
analytics easily by just following the contents and other devices to take the test. The test
in order. A glossary and index can be found at will be conducted at a designated test venue
the back. Please use these if you have difficulty and cannot be taken from home (except
with the terminology. There are also practice special situations verified by the Association).
questions for each section that you can use as Identification documents (such as drivers
test preparation or in order to check your level license) may be required, depending on the
of comprehension. Answers and explanations venue. The test is a multiple choice test with 4
for the problems begin from page 195. Columns possible answers. Choose one correct answer.
are outside the test range, and are meant to help There are no questions with no correct answer or
you become more familiar with web analytics. with more than one correct answer.
Please read them in your spare time.
Qualifying standard and certification
Contents of the Beginner Web The qualifying standard is non-public. This is
Analytics Consultant Certification because the standard changes every year in
courses accordance with the correct answer ratio. When
Usually, the Associate Web Analytics Consultant you take the test on a personal computer, you
Certification course will take you as close to can see the result immediately after the test.
practice as possible, and will not be like a You also need to submit a report after the test in
classroom course where you just follow the order to obtain the certification.
textbook. This is based on the idea that value lies In addition, web analytics consultant is a practical
in experiencing what real practice will be like and qualification. After obtaining the certification,
there is no point in being lectured on something you will be required to continue to contribute to
you can read from the textbook. the success of the business through practice and
Therefore, many of the courses will require you learning. In addition, there are confidentiality
to be prepared. In other words, the courses will rules and other rules you need to follow as a web
proceed on the assumption that you have read analytics consultant.
the text. If companies or individuals complain to the
However, it is worth taking a course even if you Association, your certification may be stopped
are not sufficiently prepared. Being prepared or revoked after consultation. After obtaining
means not expecting to be taught everything, the certification, please continue to behave
but being ready to think and learn on your own. appropriately as aan web analytics consultant.
However, even unprepared, many people should
still be able to keep up with the course. What is the Web Analytics Consultants
Association?
Test time and test questions (as of The Web Analytics Consultants Association
January 2015) was established in April 2012, and is a general
The test takes 60 minutes and has 65 questions. incorporated association. Our mission is to
To answer, you may use a computer (or mark improve recognition of certified web analytics
4
consultants and create opportunities. we must have the courage to communicate
the voice of the user. Furthermore, we form
On the Web Analytics Consultants Association
hypotheses based on the voice of the user, and
web site, you can find web analytics consultant
take action. Web analytics without action has
recruitment information from various companies,
little value.
study sessions and tool training to learn about
tools for web analytics consulting, expert courses 3. Take all data seriously
to help you learn higher-level web analytics and Web analytics consultants help the user and the
web marketing, and update lectures and study client build a happy relationship, and transform
sessions where you can learn from each other. the organization based on data. We believe that
through our work we can change society to a
Web Analytics Consultants Code of better direction. To this end, in addition to access
Conduct logs and web marketing tools, if necessary and in
Obtaining the web analytics consultant order to lead to business success, we also analyze
qualification does not have meaning in itself. data that is not directly related to the web.
After obtaining the qualification, you must
comply to the following Code of Conduct. The 4. Focus on both practice and education so as
to give everyone a chance
qualification places you on the start line.
Web analytics consultants create an environment
Web analytics consultants shall create a cycle where anyone who wishes to learn, teach, analyze,
where or receive analysis may do so. Understanding
consumers or users enjoy better products reality through practice and complying to policy
and services through education lead to effective results and
companies increase revenue human resource development. Both practice
they can increase their own work. and education are of significant value to web
analytics consultants.
We strongly believe that this will contribute to
rejuvenation of the industry, as well as to making 5. Protect customer information and share
people happy. practical experience
As data handled by the web analytics consultant
1. Yield results for businesses and promote
the industry is confidential business information, we monitor
strictly contract and information management,
The purpose of the web analytics consultant is
so that we do not confer risk for either the
not to improve the web, but to contribute to
user or the client. On the other hand, we must
the success of businesses through web analytics.
not neglect experience sharing. By sharing
We build a relationship of sharing both success
experience actively, web analytics consultants
and failure with the client and find joy in seeing
find joy in improving the quality of their analysis.
each other grow. Web analytics consultants
may perform volunteer work in order to gain In the future, the various information of the user
experience, but in principle we do web analytics and the client will be visualized. Web analytics
as a business. As web analytics professionals, we consultants do not limit their work to the web,
promote the industry and contribute to society. but also study the latest technology in order
to put all types of data to practical use. On the
2. Always act to serve the customers other hand, we never forget that our mission
Web analytics consultants propose methods of is supporting the clients business become
reflecting users voice in business activities. Even successful and always work towards this aim.
though we accept remuneration from the client,
5
Table of Contents
Chapter 1: What is Web Analytics? 13
1.0 Foreword________________________________________________________________________________________________________________________________________14
1.1 The Roles of Web in Society____________________________________________________________________________________________________16
1.1.1Roles of Web for Users _____________________________________________________________________________________________________________________________________________ 16
1.1.2Roles of Web for Corporations ______________________________________________________________________________________________________________________________ 16
1.1.3Roles Required for Web Industry __________________________________________________________________________________________________________________________ 17
1.2 Web Marketing and Web Analytics______________________________________________________________________________________19

1.2.1The Image of a Professional Required for The Future of The Web Industry _______________________________________________ 19
1.2.2The Significance of Web Marketing _____________________________________________________________________________________________________________________ 19
1.2.3The Significance of Web Analytics ________________________________________________________________________________________________________________________ 20
1.3 Web Analytics_______________________________________________________________________________________________________________________________23

1.3.1Bringing Business Results _______________________________________________________________________________________________________________________________________ 24
1.3.2Listen to Users Voices ______________________________________________________________________________________________________________________________________________ 24
1.3.3Make a move as an organization using figures as a common language ___________________________________________________ 25
1.4 Web Analytics Consultant________________________________________________________________________________________________________27

1.4.1The Philosophy of Web Analytics Consultants __________________________________________________________________________________________________ 27
1.4.2Roles of Web Analytics Consultants _____________________________________________________________________________________________________________________ 30
1.4.3Web Analytics Consultants Confidentiality ________________________________________________________________________________________________________ 32
1.5 Web Analytics Consultants Code of Conduct__________________________________________________________________34
Chapter 2: Business analysis 37
2.1 Begin with Grasping the Business (Management) Environment of the Client___38
2.2 How Can You Grasp the Business (Management) Environment of the Client?___39
2.2.1Making Efficient Use of Framework _____________________________________________________________________________________________________________________ 39
2.2.2First, you should use Marketing Framework ______________________________________________________________________________________________________ 39
2.2.3Utilize Framework to Provide Common Language ________________________________________________________________________________________ 39
2.3 Concrete Utilization of Framework (for 3C Analysis)____________________________________________________41

2.3.1What is 3C Analysis? _________________________________________________________________________________________________________________________________________________ 41
2.3.2Customer Analysis ____________________________________________________________________________________________________________________________________________________ 41
2.3.3Competitor Analysis _________________________________________________________________________________________________________________________________________________ 42
2.3.4Company Analysis ____________________________________________________________________________________________________________________________________________________ 42
2.3.5The Purpose Is not Analysis but Taking an Action ____________________________________________________________________________________________ 43
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Chapter 3: KPI and planning 45
3.1 KGI, KPI, KSF__________________________________________________________________________________________________________________________________46

3.1.1KGI, KPI,KSF _________________________________________________________________________________________________________________________________________________________________ 46
3.2 Clarifying the Purposes of a Website__________________________________________________________________________________47

3.2.1Measure the Conversion from the Business Goal _____________________________________________________________________________________________ 47
3.2.2When Measurement Is Necessary after Conversion ________________________________________________________________________________________ 47
3.2.3When the Effect of Website Cannot be Measured on the Web ____________________________________________________________________ 47
3.3 Count Backward from the Overall Goal_____________________________________________________________________________49

3.3.1Making an advertising budget ______________________________________________________________________________________________________________________________ 49
3.3.2Classification according to phase _________________________________________________________________________________________________________________________ 50
3.3.3Making a web site improvement budget __________________________________________________________________________________________________________ 51
3.4 Calculate the Investment Amount from the Return______________________________________________________52
Chapter 4: Web analytics design 55
4.1 Selecting Access Analysis Tools_____________________________________________________________________________________________56

4.1.1Server log method ___________________________________________________________________________________________________________________________________________________ 56
4.1.2Packet capture method __________________________________________________________________________________________________________________________________________ 56
4.1.3Web beacon method ______________________________________________________________________________________________________________________________________________ 57
4.1.4How to Choose Access Analysis Tool: System Environment __________________________________________________________________________ 59
4.1.5How to Choose Access Analysis Tools: Organizations Policy ________________________________________________________________________ 60
4.2 What You Need to Configure in Advance___________________________________________________________________________62

4.2.1Set the Scope of Acquisition _________________________________________________________________________________________________________________________________ 62
4.2.2Configuration of the Conversion Page ________________________________________________________________________________________________________________ 63
4.2.3Necessary Configuration for Measuring Ad Effect __________________________________________________________________________________________ 64
4.3 Various Web Analytics Methods____________________________________________________________________________________________66

4.3.1Questionnaire Survey ______________________________________________________________________________________________________________________________________________ 66
4.3.2Usability Survey _________________________________________________________________________________________________________________________________________________________ 66
4.3.3Social Media _______________________________________________________________________________________________________________________________________________________________ 69
4.3.4Keyword Tool _____________________________________________________________________________________________________________________________________________________________ 71
4.3.5Blog Marketing/Trend Tool _____________________________________________________________________________________________________________________________________ 71
4.3.6SEO Tools ____________________________________________________________________________________________________________________________________________________________________ 72
4.3.7Audience Rating Survey __________________________________________________________________________________________________________________________________________ 72
4.3.8Social Bookmark ________________________________________________________________________________________________________________________________________________________ 75
4.4 Solutions for Difficult Access Analysis________________________________________________________________________________76

4.4.1Flash _____________________________________________________________________________________________________________________________________________________________________________ 76
4.4.2RIA/Ajax _______________________________________________________________________________________________________________________________________________________________________ 76
4.4.3Redirect Page _____________________________________________________________________________________________________________________________________________________________ 76
4.4.4Measurement of In-Page Links ______________________________________________________________________________________________________________________________ 77
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4.4.5Measurement of Most Read Score _______________________________________________________________________________________________________________________ 77
4.4.6ISP-Based Measurement _________________________________________________________________________________________________________________________________________ 77
4.4.7Measurement of Effects of E-Mail, RSS, and SNS _______________________________________________________________________________________________ 77
4.4.8Sales Amount and Purchase Data for a Web Shop __________________________________________________________________________________________ 78
4.4.9Analytics of Smart Phone Applications _______________________________________________________________________________________________________________ 79
4.4.10Analysis of a SSL Page ___________________________________________________________________________________________________________________________________________ 80
4.4.11Download Count of a PDF File (Handling of Data Other than Web Page) ______________________________________________ 81
4.5 Design of Internet Ads______________________________________________________________________________________________________________83

4.5.1Features of Internet Media _____________________________________________________________________________________________________________________________________ 84
4.5.2Ad Distribution Method and Marketing Funnel _______________________________________________________________________________________________ 84
4.6 Attracting Customers by Ways Other Than Advertising______________________________________________86

4.6.1SEO _______________________________________________________________________________________________________________________________________________________________________________ 86
4.6.2Newsletter __________________________________________________________________________________________________________________________________________________________________ 87
4.6.3Blog ______________________________________________________________________________________________________________________________________________________________________________ 88
4.6.4SNS _______________________________________________________________________________________________________________________________________________________________________________ 88
4.6.5Press Release ______________________________________________________________________________________________________________________________________________________________ 88
4.6.6Others __________________________________________________________________________________________________________________________________________________________________________ 88
4.7 Preparation of Web Analytics Reports________________________________________________________________________________90

4.7.1Requirement Definition Methods ________________________________________________________________________________________________________________________ 90
4.7.2Report Creation Method _________________________________________________________________________________________________________________________________________ 91
4.7.3Report Types ______________________________________________________________________________________________________________________________________________________________ 92
4.7.4Notes on Report Creation _______________________________________________________________________________________________________________________________________ 95
4.7.5 Proper Use of Tables ________________________________________________________________________________________________________________________________________________ 96
4.7.6Chart Types and Usage ___________________________________________________________________________________________________________________________________________ 98
4.7.7Notes on Creating Charts _____________________________________________________________________________________________________________________________________ 101
4.7.8In Order to Obtain Findings _________________________________________________________________________________________________________________________________ 102
4.7.9In order to Step-Up ________________________________________________________________________________________________________________________________________________ 103
4.8 Recent Security Circumstances___________________________________________________________________________________________105

4.8.1The Reality of Cyber Crime ___________________________________________________________________________________________________________________________________ 105
4.8.2Compensation in Information Leakage Cases ________________________________________________________________________________________________ 105
4.8.3Cyberattacks against Clients ________________________________________________________________________________________________________________________________ 107
4.8.4Issues of ID and Password ____________________________________________________________________________________________________________________________________ 110
4.8.5Cyberattacks against Servers _______________________________________________________________________________________________________________________________ 112
4.8.6Server Security Measures ______________________________________________________________________________________________________________________________________ 114
4.8.7For Better Security __________________________________________________________________________________________________________________________________________________ 116
4.9 BCP and BCM for Website______________________________________________________________________________________________________118

4.9.1What are BCP and BCM? _______________________________________________________________________________________________________________________________________ 118
4.9.2Significance of information transmission in the event of disaster or accident _______________________________________ 118
4.9.3If the company fail to transmit correct information ______________________________________________________________________________________ 118
4.9.4How to transmit information _______________________________________________________________________________________________________________________________ 119
4.9.5Consider the browsing environment ________________________________________________________________________________________________________________ 119
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4.9.6Using Cloud Computing System and Data Backup for Web Server __________________________________________________________ 119
4.9.7Addressing and Incident Caused by Website __________________________________________________________________________________________________ 119
4.10 Future Web Analytics____________________________________________________________________________________________________________120

4.10.1Data to Grasp _________________________________________________________________________________________________________________________________________________________ 120
4.10.2Future Issues __________________________________________________________________________________________________________________________________________________________ 121
4.10.3Roles Required in Web Analytics in the Future _____________________________________________________________________________________________ 122
Chapter 5: Grasping the overall trend 125
5.1 Understanding the Raw Data_______________________________________________________________________________________________126

5.1.1What is access log data? _______________________________________________________________________________________________________________________________________ 126
5.1.2Referrer ______________________________________________________________________________________________________________________________________________________________________ 126
5.1.3Type of Log Format ________________________________________________________________________________________________________________________________________________ 126
5.1.4Status Code ______________________________________________________________________________________________________________________________________________________________ 128
5.1.5Transfer Capacity _____________________________________________________________________________________________________________________________________________________ 128
5.1.6IP Address and Hostname ____________________________________________________________________________________________________________________________________ 129
5.1.7User Agent ________________________________________________________________________________________________________________________________________________________________ 129
5.2 Tips for User Analysis_______________________________________________________________________________________________________________131

5.2.1Analysis of Organization Name ___________________________________________________________________________________________________________________________ 131
5.2.2Area Analysis ____________________________________________________________________________________________________________________________________________________________ 131
5.2.3Segmentation by User Activities ________________________________________________________________________________________________________________________ 131
5.2.4Segmentation by Devices ____________________________________________________________________________________________________________________________________ 132
5.2.5What You Can Read from Screen Resolution Data _________________________________________________________________________________________ 133
5.2.6What You Can Read from OS and Browser Data _____________________________________________________________________________________________ 133
5.3 Tips for PV Analysis__________________________________________________________________________________________________________________134

5.3.1Average PVs is an Index of Interest in the website. ________________________________________________________________________________________ 134
5.3.2Analyze PVs by Comparing Data with Other Periods ____________________________________________________________________________________ 134
5.3.3Consider Changes in PVs per Referrer _______________________________________________________________________________________________________________ 134
5.3.4Difference in Measured Values ____________________________________________________________________________________________________________________________ 135
5.3.5Use of an Index to Indicate the Website Size __________________________________________________________________________________________________ 135
5.4 Tips for Session Analysis________________________________________________________________________________________________________136

5.4.1Difference in Session Judgment Methods between Analysis Tools __________________________________________________________ 136
5.4.2Consider Changes in Sessions per Referrer ______________________________________________________________________________________________________ 136
5.5 Tips for Unique User Analysis_______________________________________________________________________________________________137

5.5.1General Notes __________________________________________________________________________________________________________________________________________________________ 137
5.5.2Notes on Analyzing Repeaters ____________________________________________________________________________________________________________________________ 137
5.5.4Utilizing the New Unique User Rate __________________________________________________________________________________________________________________ 138
5.6 Tips for Session Duration Analysis_____________________________________________________________________________________139

5.6.1Notes on Analyzing Session Duration _______________________________________________________________________________________________________________ 139
5.6.2Example of User Session Duration _____________________________________________________________________________________________________________________ 139
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5.6.3Notes on Analyzing Page Session Duration _____________________________________________________________________________________________________ 139
5.6.4Is a Longer Session Duration Better? _________________________________________________________________________________________________________________ 140
5.6.5Relationship with Other Indices _________________________________________________________________________________________________________________________ 140
5.7 Smart Phone Analysis_____________________________________________________________________________________________________________142

5.8 Tips for Conversion Analysis_________________________________________________________________________________________________144
5.8.1Basic of Conversion Improvement _____________________________________________________________________________________________________________________ 144
5.8.2e-Commerce ____________________________________________________________________________________________________________________________________________________________ 145
5.8.3Attribution ________________________________________________________________________________________________________________________________________________________________ 145
5.9 Notes on Periodic Aggregation___________________________________________________________________________________________146

5.9.1Total of Unique Users and Sessions ____________________________________________________________________________________________________________________ 146
5.9.2Error Due to the Number of Days in a Month _________________________________________________________________________________________________ 147
5.10 Other Notes______________________________________________________________________________________________________________________________148

5.10.1Long Tail Data ________________________________________________________________________________________________________________________________________________________ 148
5.10.2Mean and Median ________________________________________________________________________________________________________________________________________________ 148
5.10.3Difference Due to Purposes of Tools (Ad Effect Measurement and Access Analysis) _________________________ 148
5.10.4Difference Due to Cached Data ________________________________________________________________________________________________________________________ 149
5.10.5Difference Due to Data Acquisition Timing ___________________________________________________________________________________________________ 149
5.10.6Difference Due to Tag Location and Specifications (of Analysis Tools and User Environment) _______ 149
5.10.7Addressing Differences in Data ________________________________________________________________________________________________________________________ 149
Chapter 6: Traffic analysis 151
6.1 Inflow from a Search Engine 1 (Organic Search)__________________________________________________________152

6.2 Inflow from Search Engine 2 (Listing)_______________________________________________________________________________154
6.2.1Quality of Listing Ads _____________________________________________________________________________________________________________________________________________ 154
6.2.2Importance of Quality ___________________________________________________________________________________________________________________________________________ 155
6.2.3How to Improve Quality _______________________________________________________________________________________________________________________________________ 155
6.3 Inflow from the Referrer_________________________________________________________________________________________________________157

6.3.1Issues Found from Direct Traffic Access ____________________________________________________________________________________________________________ 157
6.3.2Issues Found from Referrer ___________________________________________________________________________________________________________________________________ 157
6.4 Inflow from Ads_________________________________________________________________________________________________________________________159

6.4.1What is Ad Effect Measurement? ________________________________________________________________________________________________________________________ 159
6.5 Other Remarks___________________________________________________________________________________________________________________________161

6.5.1Inflow from Social Media ______________________________________________________________________________________________________________________________________ 161
6.5.2Approaches to Social Media Analysis ________________________________________________________________________________________________________________ 162
6.5.3Inflow from Smart phone ____________________________________________________________________________________________________________________________________ 163
6.6 Listing Ads___________________________________________________________________________________________________________________________________164

6.6.1Ad Partner _________________________________________________________________________________________________________________________________________________________________ 165
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6.6.2Distribution Formats ______________________________________________________________________________________________________________________________________________ 165
6.6.3Charging System ____________________________________________________________________________________________________________________________________________________ 166
6.6.4Narrowing Distribution _________________________________________________________________________________________________________________________________________ 167
6.6.5When Opening an Account _________________________________________________________________________________________________________________________________ 167
6.6.6Effective Deployment Methods __________________________________________________________________________________________________________________________ 168
6.6.7Logic Tree for Listing Deployment _____________________________________________________________________________________________________________________ 172
Chapter 7: Contents analysis 173
7.1 Tips for Analyzing the Landing Page_________________________________________________________________________________174

7.2 Improvement by the LPO Tool_____________________________________________________________________________________________175
7.3 Tips for Non-Bounce Page Analysis___________________________________________________________________________________178
7.3.1Notes on Analysis ___________________________________________________________________________________________________________________________________________________ 178
7.3.2Finding Issues with Non-Bounce Exit Rate _______________________________________________________________________________________________________ 178
7.4 Tips for Form Analysis_____________________________________________________________________________________________________________180

7.4.1Meaning of the Exit Rate _______________________________________________________________________________________________________________________________________ 180
7.4.2How to Find Issues _________________________________________________________________________________________________________________________________________________ 180
7.4.3EFO _____________________________________________________________________________________________________________________________________________________________________________ 181
7.4.4How to Improve Entry Items _______________________________________________________________________________________________________________________________ 181
7.5 Tips for Cart Abandonment Rate Analysis______________________________________________________________________183

7.5.1Finding Issues of Cart Abandonment Rate ______________________________________________________________________________________________________ 183
7.6 Tips for Bounce Analysis_________________________________________________________________________________________________________184

7.6.1Troubleshoot a Problem from the Referrer Information and the Contents _____________________________________________ 184
7.6.2Cases Where the Bounce Rate is High _______________________________________________________________________________________________________________ 184
7.6.3Priority of Bounce Rate Improvement _______________________________________________________________________________________________________________ 184
7.6.4Pages with High Exit Rate are not Necessarily Problems ______________________________________________________________________________ 184
7.7 Other remarks____________________________________________________________________________________________________________________________186

7.7.1Making Use of Web Analytics on Smart Phones _____________________________________________________________________________________________ 186
7.7.2Impact by Website Speed ____________________________________________________________________________________________________________________________________ 186
7.7.3Utilizing the In-Site Search Engine _____________________________________________________________________________________________________________________ 186
Chapter 8: Industry Codes of Ethics and Trends in Asian Countries 187
8.1 Laws and Regulations Related to Web Marketing_______________________________________________________188

8.1.1Act on Prohibition of Unauthorized Computer Access ________________________________________________________________________________ 188
8.1.2Act on the Protection of Personal Information _______________________________________________________________________________________________ 189
8.1.3Unfair Competition Prevention Act ___________________________________________________________________________________________________________________ 191
8.1.4Pharmaceutical Affairs Act ___________________________________________________________________________________________________________________________________ 193
8.1.5Intellectual Property Rights __________________________________________________________________________________________________________________________________ 194
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8.1.6Act against Unjustifiable Premiums and Misleading Representations _____________________________________________________ 196
8.1.7Act on Regulation of Transmission of Specified Electronic Mail _________________________________________________________________ 197
8.1.8Act on Specified Commercial Transactions ______________________________________________________________________________________________________ 198
8.2 Ethics and Morals as a Web Analytics Consultant________________________________________________________199

8.2.1Consumer Activity Analysis and Privacy Protection _______________________________________________________________________________________ 199
8.2.2Abuse of Viral Marketing _______________________________________________________________________________________________________________________________________ 200
8.2.3Warnings to Faithless Web Marketing Methods _____________________________________________________________________________________________ 201
8.2.4Notes on Online Games ________________________________________________________________________________________________________________________________________ 202
8.2.5Ideal Relationship between Companies and Users ______________________________________________________________________________________ 203
8.3 Internet Usage Environment: Japan__________________________________________________________________________________205

8.4 The Situation of Internet Ads_______________________________________________________________________________________________206
8.4.1Changes in Market Environment for Sponsors and Media/Media Companies ______________________________________ 208
8.5 Internet Usage Environment: Asian countries______________________________________________________________209

8.5.1Internet penetration rate ______________________________________________________________________________________________________________________________________ 209
8.5.2Social Media Circumstances in Asian Countries _____________________________________________________________________________________________ 211
8.5.3Share of Search Engines ________________________________________________________________________________________________________________________________________ 212
Glossary 215
Basic Terms_______________________________________________________________________________________________________________________________________216
Terms Related to Ad Effectiveness__________________________________________________________________________________________235
Terms Related to Web Ads _________________________________________________________________________________________________________247
Answers for Exercise 257
12
Chapter 1:
What is Web Analytics?
This document is a textbook designed for bringing up web analytics
consultants. It is systematically compiled knowledge that you will need
to succeed as a web analytics consultant.
The web plays important and various roles in current society. As the
web is used in more and more facets of life, it is becoming an important
way of marketing for corporations. The web industry is required to play
various roles accordingly.
A website which no user views has no value. It must attract users and
lead them to conversions (i.e., desired results for the business, such as
sales or request for materials).
Activity for this purpose is referred to as web marketing.

Web analytics is a method to collect user activity data over the web in
order to find user needs as well as measure the result of an enacted
business policy such as web marketing and propose a countermeasure.
A web analytics consultant listens to voices from users via web analytics
and connects them to business results. In addition to web analytics, he
or she is required to enhance contact between a corporation and users
to bring business results.
First, learn how the roles of the web in the society have evolved and
changed.
1.0 Foreword
1.0 Foreword
What You Can See from Web Analytics

As you are now beginning to learn web analytics, let me explain its whole picture metaphorically.
Assume you are a president of a department store. You should be concerned about daily sales. What
else should you be concerned about? What do you want to know in addition to daily sales?
When a department store is compared to a website, every single shop in the store corresponds to
every single page. How many shops did a customer (i.e., user) visit? It corresponds to the page view
count.
How many customers came to the department store? It corresponds to the sessions
Customers come in various ways. Some customers come to the hallway (i.e., top page) of the
department store and immediately go away (i.e., bounced).
And, some customers enter the shopping floor for window-shopping but leave without buying
anything (i.e., exiting).
Also, some customers enter the shopping floor not through the hallway (top page) but through an
entrance from an adjacent building (i.e., landing page). How long did each customer stay in the
department store? It corresponds to the length of stay.
Your department store also buys ads. How many times did the customers see the ads and how many
people saw them (i.e., impression)? Which ad attracted the customers (i.e., referrer)? What did
customers want to buy (i.e., search word and search phrase)? How many times did each customer
buy goods (i.e., conversion count)? These are all important factors.
Some customers come in and out several times in a day. How many customers came to the
department store excluding duplicate customers (i.e., unique user count)? How many customers
came for the first time (i.e, new unique user count)? How many customers came repeatedly (i.e.,
repeater count)?
Dont you want to know more about the customers? You can use cookies and IP addresses in web
analytics to see from which prefecture or organization the users came and how many times they
have visited.
What clothes and hairstyles do the customers wear? It is referred to as a user agent in web analytics.
It shows which OS or browser each visitor uses.
People other than customers also come to the department store. Those include clerks and security
personnel. Counting them is meaningless. To a website, visitors are not necessarily customers. For
example, they may be search engine programs. These programs are called crawlers and should be
excluded from analysis.
A president of a department store would desire to know these types of data. However, collecting this
kind of data requires much labor and cost.
14 Web Analytics Consultant Associate Certification

In web analytics, such data can be acquired automatically. Utilize these data for increasing the sales.
Consider various plans such as making alterations to the store or trying new ads, carry them out,
evaluate the results, and consider further plans. This cycle is referred to as a PDCA (Plan-Do-Check-
1
Act) cycle.
One kind of data which used to be acquired in past web analytics was the hit count. It may correspond

to the weight of each customer coming to a department store. For the construction techniques, it
might be required to acquire the weight information to protect the floor from being broken. Now
the situation is different. Measuring the weight is meaningless because this data does not lead to
increasing sales.
Without correct knowledge of the data, you will waste your time in worrying about handling useless
data. Correct knowledge of data is extremely important.
No matter how magnificent the building of the department store is, there will be no sales if no
customers come. Similarly, no matter how splendid a website page is, there will be no result if no
user visits. Web Analytics analyzes what type of users are visiting a website.
6th Edition 15
1.1 The Roles of Web in Society
The roles of the web have been expanding. View these roles from the three aspects of user, corporation,
and web industry. As the relationship between the web and users deepens, a wider range of situation
grasping and design skills are essential.
1.1.1Roles of Web for Users

Users used to browse information on the web Social media community (mixi, Twitter, Facebook, iPhone)
from their personal computers.
Now, they are using a variety of mobile
information terminals including smart phones
and tablets in addition to PCs. These devices are
easily used indoors and outdoors. For example,
users browse websites on a train, or search for
detailed information while watching TV.
In addition to browsing in various scenarios in
everyday life, users also transmit information
and experiences on blogs and social media.
As the web has become the main current of
communication tools, a new concept triple
media/triple screen has been born.
Triple media refers to the owned media (the companys own website), earned media (social media),
and paid media (advertising media). And triple screen refers to the PC screen, mobile screen, and
TV screen.
While the utilization method for the web has been diversified and users are spending more time on
the web than ever, you must be aware of the fact that the users security and safety are threatened.
Cases of impersonation on social media and fraud on the web are increasing. Also, due to excessive
promotion activities by corporations on the web, users distrusting or misunderstanding web media
is increasing.
1.1.2Roles of Web for Corporations

As users have been spending more time on the web, its
significance for the marketing activities of corporations is
rising.
Their services and websites must be optimized to handle
various types of devices in addition to the conventional PCs.
Corporations are required to address demands for mobile
and other devices, external media such as social media, and
contents such as applications and movies.

Further, they must address demands for digital signage (indoor and outdoor signs using digital
technologies for display and communication), social media applications such as LINE, as well as
offline service and sales activities called O2O (Online to Offline).
1
Along with the evolution of IT technology, various kinds of media and devices have been digitalized
and a new extensive marketing style called digital marketing is now required. Corporations must

support mobile and tablet as well as future devices (wearable PC watches and glasses). Some of them
believe that addressing demands for social media and mobile applications is more important than
their own websites or advertising on TV. Because of these changes, web strategies conventionally
taken by PR and advertising personnel now closely concern the people on site including clerks and
sales.
In fact, users choose their favorite information from excessive information over the web and messages
from advertisers hardly reach their target users. Now conventionally pushed ads (one-way advertising
from advertiser to user) is not sufficient and corporations should design their marketing strategies to
make users feel familiar and empathize with them. Based upon such a strategy, a corporation needs
to enhance user engagement (emotional attachment to or affection for products and services) and
loyalty (feeling of trust or fidelity, also called brand loyalty).
As the usefulness of the web has been increasing, a strategic way of making full use of it is important
in order to bring business results. In the past, the main purpose of web marketing was to build a
website and application. Now, it is to grasp the situation of the business and its users, to think how
the web can be used to increase customer satisfaction and business profits, and to build an overall
business model and business scheme to enact the best policy corresponding to the situation.
1.1.3Roles Required for Web Industry

The web industry is required to address demands from corporations confronted with diversified
demands from their websites. Roles of the web industry were formerly divided into the production
side (e.g., web director, system engineer, web designer, and web engineer) and the customer
attraction side. Now these roles have changed.
Web design and programming have been becoming cheaper or even free of charge. Since the
barriers to entry are low, freelance and offshore
SEM consultants
development (outsourcing the development SEO consultant
Web marketers
to overseas companies and subsidiaries) is Web analytics
consultant
increasing.
System Engineer
In addition, open source software (of which Web director Web director
source code is published, in many cases, for free)

and freeware (which can be used for free) have Programmer
Web producer
been spreading and now basic web production Web designer
and system development can be done for free.

On the other hand, many companies do not
use owned media but use social media such
as Facebook or social media applications such
as LINE. Web production companies cannot survive the competition just by depending on their
6th Edition 17
creation skills.
Companies who can only produce websites as requested by the clients will fall by the wayside, no
matter how wonderful their websites are. Web marketing awareness skills for customer attraction is
becoming more and more important.
Knowledge of web design and web programming are becoming essential and indispensable as the
techniques to attract customers to their websites become more complicated and advanced.
To achieve the maximum result, not only ads, but also website design and usability (how easily it can
be used) must be improved. In many cases, a web marketing proposal may include improvement of
the website in addition to the optimization of ads.
It is also necessary to attract customers via search engines and
Free service and social media. Knowledge of HTML coding is necessary in order
open source dissemination
to list the companys website in the search results in the optimal
way.
To use an ad utilizing ad-technology, knowledge of the browser
and web server mechanisms such as cookies are also necessary.
Website design and programming knowledge are more
important than ever for attracting customers on the web.
New entry and
development overseas
The web industry must consider the extensive use and
application of the web by users in order to implement the use
and application of the web in the way demanded by the client corporations. First, an ability to grasp
comprehensive communication status and design a website which makes users empathize with and
get interested in the client information is required.
Second, the ability to deeply understand the client business and the commitment to achieve the
result are required.
Conventionally, general estimates were based upon the man-month calculation. This method adds
various costs and profits to the labor cost, and then converts the total into the unit cost of time or
page. However, when using social media, for example, an estimate based upon such man-month
calculation may not be approved by the client. While the man-month calculation is indispensable
for the production of a site, it makes it hard for the client to understand the basis of estimate. Web
companies should now charge in proportion to the ratio of their work contributing to the business
results of the clients.

1.2 Web Marketing and Web Analytics
1
In the current situation where extensive situation grasping and design are required, the core policy
is web marketing. Furthermore, web analytics is indispensable for implementing web marketing. We
start with considering the significance.

1.2.1The Image of a Professional Required for The Future of
The Web Industry
The web is now the mainstream of mass media. The web industry itself should be promising. However,
many corporations are reluctant to spend budget on web marketing, while the price competition
with new competitors is high. Why? Do the persons in charge of ordering or their managers just lack
the knowledge?
The reason is that they dont think that spending money on web marketing leads to sales and profits.
They can easily recognize the result and impact on the business from sales and promotion activities.
But they do not want to spend much money or even any money on something which does not seem
to bring results.
Measurement of results and improvement should be easier with the web than other marketing
methods. But the web industry has only been proposing new technologies without measuring
results. The bottom line is that the most serious problem in web marketing is the gap between the
results companies expect from investments to the web and the actual results achieved by the web
industry. We must meet expectations from the persons in charge of ordering or their managers.
In order to achieve a result expected for an investment, customer attraction is essential. The skills of
customer attraction are one of the most important roles for web professionals. To ensure the sound
development of the web industry, it is necessary to show that web marketing can surely deliver
positive results to businesses. What is required now is a professional who can measure the results of
web marketing and the impact on the business, and propose improvement for the client business.
1.2.2The Significance of Web Marketing

No matter how good a website looks, it will be good for nothing if
no one comes to visit it (views it). Each website has a purpose, for SEO
example, to make visitors buy goods, to register the membership,
or to request for materials. The skill for attracting customers to Collaboration
with Listing
achieve established purposes called web marketing. mass media
Trial
and error
The following knowledge are required for web marketing. until
success
Public
Marketing relations
(PR)
Usability
Marketing is a concept representing all of the activities of Social

Media
Marketing
creating goods or services required by users, delivering
information about them to users, and helping users effectively
6th Edition 19
acquire them. It includes serving at shops, sales activities, and production activities.
Ads
You need knowledge on the mechanism and basic technologies of Internet advertising. You also need
to understand how to charge for each type of ad and the transaction style for each. Recently, there are
new types of ads which require technological knowledge such as re-marketing and ad-technology.
You may also need knowledge of advertising in newspapers and on TV, in addition to the Internet.
Search engine (SEO, SEM, etc.)

You need knowledge of search engines including their mechanisms, as well as how it determines the
ranking of websites. You also need knowledge of listing ads, that is, an ad linked to a search engine.
Web Design, Web System Design, Applications, and Usability

Knowledge of the basic mechanisms of the website and the web system is required. This includes
mobile applications. Also, you need knowledge of usability to make it easier to use the website.
Social media
As users of such communities as Facebook and Twitter increase, you also need knowledge of social
media.
Web Analytics
This is the knowledge you need to understand the user behavior data obtained from the web, such as
access log and audience survey, and make a correct decision based upon it. You may also be required
to analyze data other than web data.
Exercise
[Exercise 1.1] Which of the following is most important to implement successful web
marketing?
(1) Be specialized in SEO and enhance external links as well as internal policies.
(2) Focus on efficient listing ads linked with TV ads.
(3) Analyze the result of web marketing and keep trying and failing towards success.
(4) Deploy viral marketing utilizing social media.
1.2.3The Significance of Web Analytics

Web analytics is one of the important skills of web marketing. Web analytics is important for the
following reasons.

It can measure web marketing results
We can see problems and points to improve in the business through web analytics. It is an
indispensable skill to analyze the organization-wide activities other than websites, including actual
1
stores, improve them, and lead to actual results.
Every corporation does accounting. For a Summary of

web analytics
corporation, making a profit is a requirement Purpose of
web
to continue business, and accounting is an analytics Delivering results
Achieving results
indispensable process to manage profit and
loss. Accounting shows whether or not each
corporation activity and investment led to a Summary Utilize time for
Do not waste time of access "considering
profit. on summarizing analysis necessary actions
results (measures)"
Web analytics in web marketing is similar
to accounting in this sense. To determine
whether a web marketing activity or website succeeded or failed, you need data (figures) which
shows how many customers were attracted by the activity.
Corporations do accounting to measure profits. Calculate sales and costs and find out what can be
sold more and which costs can be reduced in order to gain profits. Accounting is done to gain profits
The purpose of web analytics is not to create a neat report or learn how to use tools. By correctly
understanding and performing web analytics, you can measure how much each web marketing
activity contributed to business result. You can also find out problems and points to improve and
establish new policies. To implement web marketing which brings business results, web analytics is
indispensable.
Can be linked with future web marketing evolution

In the past, web analytics just meant that a person
analyzes data, creates a report, and then determine a
Achieving business results
policy. Recently, optimization of ad and website display
based upon data is popular. The term web analytics may
not be used for such a technique, however, current web Web analytics connects
outcome of web marketing to
marketing cannot exist without making use of such web business results
data as the users activity log and purchase history. This
trend will be more obvious in the future. Achieving results
in web marketing
A trend towards marketing automation which automates
execution of marketing policies according to web
analytics data is accelerating. Marketing automation is
now attracting attention as a solution to mitigate the burden on web marketers and bring results.
You may think that web analytics consultants will be unnecessary due to emergence of marketing
automation. But in fact, it is exactly the opposite. The automation tool may use rules found in data
analytics, however, in many cases it automates web marketing policies and experiences obtained via
web analytics. Therefore, specialists who can guess what policies and designs are required for given
data and then implement policies are still necessary.
6th Edition 21
Web analytics is necessary as a common language to consider web marketing
In the world of web marketing, new techniques and services are born and gone one after another. No
matter what techniques and services appear, the definition of pager view or conversion, for example,
does not change and the root of web analytics remains the same.
Since results must be measured through any marketing method, web analytics can be a common
language for every solution. By learning web analytics first and then other marketing methods, you
will be able to judge the effect of each method correctly.
Exercise
[Exercise 1.2] Which of the following describes web analytics most appropriately?
(1) Web analytics is like accounting in a corporation. As accounting is important for judging
a business result correctly and making a decision on the next policy, web analytics is
important in leading a web result to a business result.
(2) Web analytics is a technique to grasp the system load condition, quantitatively measure
the scalability, and then make a decision.
(3) As accounting is done by a corporation to achieve a business result, web analytics is used
to measure an SEO result to maximize it via web marketing and then make a decision.
(4) As accounting is done to measure and improve a corporations business result, web
analytics is important for measurement and decision making to bring a result on a website
via web marketing.

1.3 Web Analytics
1
Web analytics picks up user voices from data and uses calculated figures as a common language
for improvement to bring business results. It is different from access analysis. As web marketing is
sometimes referred to as digital marketing in a wide sense, web analytics is sometimes referred to

as digital analytics.
Web analytics targets a wide variety of data beyond simple web marketing. It also handles data not
directly related to web including store sales, feedback on a trade show, or the number of customers
visiting to a store. The target data is not necessarily numerical or quantitative. It also includes text data
such as responses to questionnaires and postings to social media.
Overall, the scope of data targeted by web analytics includes the activities of each and every user. In
order to know what business results are brought by web marketing, analyzing text and business data
is also necessary. It does not mean that you need to gain a good command of advanced text analysis
techniques such as text mining. Determine whether or not advanced analysis is necessary depending
on the situation.
Each web analytics consultant must define the analysis
scope with no sacred ground, not only to improve the Purpose Information inquiry
of
website, but also to improve the business results. To credit site Receiving applications
determine the analysis scope, first grasp the business goal

of the corporation. Then, understand what role the website
plays to achieve the business goal and what is expected Objectives Select users qualified
of for credit approval
for it. Determine the scope after that. Next, grasp the top- credit
companies User continues to use
priority issue. In order to truly achieve the business goal, you the credit card
will need deeper analysis. Therefore, you sometimes need to
collect user data and confidential data of the corporation. It
is difficult to improve everything from the start, and you need to narrow down priority issues.
Imagine a website accepting requests for materials related to a credit card. The business goal for this
website is to acquire users who pass the credit check (i.e., a process a credit card company runs on
his/her potential customers to determine whether or not they are credit-worthy) and continue to use
their credit cards over the years.
Therefore requests for materials via the website are not enough.
The problem is whether an applicant passes the credit check and will continue to use the credit
card regularly. You need to narrow down the issues to find out the
top-priority problem to resolve. Is it the number of applications? The
Operation /
number of applicants passing the credit check? Or the number of Marketing
regular users? The top-priority issue determines the policy and scope
of the analytics. When performing web analytics as a consultant, do
Statistics /
not forget to break down the process starting from the business goal. Web /
Data
Internet
Interpretation
6th Edition 23
1.3.1Bringing Business Results
1.3 Web Analytics
The purpose of web analytics is not to improve a website nor to attract more customers. The purpose
of web analytics is to deliver business results to the company.
You need the following three categories of knowledge to perform web analytics.
Management and Marketing

To achieve business results, you also need to understand the business model and marketing style of
the company you are analyzing.
Web and Internet

You must understand the mechanism and technologies of the web and the Internet because the
target data you analyze will be centered around them.
Statistics and Data Analysis

In data analysis, the ability to evaluate the analysis result correctly based upon the expertise of
statistics and data analysis is required.
Web analytics is sometimes misunderstood as follows:
The purpose of web analytics is to create a comprehensive and concise web analytics data report.
Of course, it is important to create an easy-to-understand report. However, it is just a means but not
the purpose. People involved in survey or analysis work tend to get satisfied just by creating a neat
report, but you must be careful because it is not the goal. However, typographical errors or errors in
text or data not only cause misleading but also
spoil your trust as a businessperson. If possible, ask someone else to check your report before
submitting it to the client.
Web analytics is successful if it can improve the website, SEO, or web advertisement.
There are cases where it is required to improve the website, review keywords for SEO, or reexamine
submission plan of ad copies as a result of web analytics. While these improvements are very
important, but they are not the goals of web analytics. The goal is to achieve business results through
improvements.
Be sure to propose policies which make a great impact on management towards this goal.
1.3.2Listen to Users Voices

Data obtained from web analytics are the voices of the users. Users are making use of the web
as a tool for gathering information and communication in the same way they use TV, magazines,
and conversations with their friends. Phrases they searched for and web pages they browsed are a
collection of users needs.
Companies gather users needs at a high research cost to provide better products and services. Data

obtained from web analytics is a gold mine. A web Business talks/ Business analytics
quote
analytics consultant must pick up users voices Orders/sales
Web marketing analysis
No. of Phone
and make a full use of them to deliver results to calls/
1
Viewing rate
& Fax and key word
businesses. Mass media analysis Access analysis
Ads Usability
effectiveness Test
Web analytics handles a variety of data including Monitor Social media
Search PVs
Ads
effectiveness
words

Questionnaire
the companys performance and user satisfaction. Survey
analysis measurement
The scope of this data includes the following three

categories:
Access analytics
Data you can obtain from access analysis and ad measurement tools. It includes search phrases, page
views, and ad effect measurement result.
Web marketing analytics

It includes the Internet audience rating and data other than access analytics which can be obtained
from competitor analysis and keyword planner tools and is available for web marketing.
It also includes user test data and web master tool data.
Business analytics
This is non-web data related to management and users, including financial statements such as sales
and profits, sales activity data such as the number of estimates, inquiry history at the call center, and
monitor questionnaire responses. It also includes the number of phone or FAX inquiries.
Data also includes qualitative data in addition to quantitative data such as page views. Text data such
as responses to questionnaires and postings to social media are also included. Each web analytics
consultant must define the analysis scope with no sacred ground, not only to improve the website
but also to improve the business result.
1.3.3Make a move as an organization using figures as a

common language
To bring about business results, grasping the business and collecting data are not enough. You need
an action towards the goal.
When creating a report or making a proposal, be sure to communicate the following three types of
information:
Hypothesis testing
Confirm hypothesis (a temporarily set conclusion) from the results of a policy or user image.
Cause analysis
Analyze the cause of any findings from data without hypothesis.
6th Edition 25
Measure planing
1.3 Web Analytics
Plan and propose a measure from the hypothesis testing and cause analysis.
Not a few analysts misunderstand that web analytics is equivalent to data analysis and then finish
their work just by enumerating facts such as fluctuations of data. However, you must be aware of
the above three points in web analytics and make a plan for action based upon the data. What is
important is not accuracy or precision of your proposal, but whether or not it can be reflected on the
PDCA cycle immediately.
Now, what is the PDCA cycle? PDCA was originally born as a concept to facilitate production control
and quality control.
Plan: Create a business plan based upon the past performance and future forecast.
Do: Execute the business according to the plan.
Check: Confirm if the business is executed according to the plan.
Action: Take an action if the business is not executed according to the plan.
Each end of a single PDCA cycle is connected to the start of the next cycle so that quality may
increase as a spiral. That is, continuous improvement is significant.
In web marketing, repeating this cycle leads to the result. However, Action Plan
you cannot start a large-scale and long-term improvement from the
A P
beginning. First, aim at a small-scale and short-term cycle, then gradually C D
expand it to larger and longer cycles.
Check Do
In web analytics, turning this PDCA cycle quickly and repeating
improvement activities are more important than accuracy of a policy.
To lead web analytics to an action, communication across the
entire organization is essential. Since web analytics data is used as a common language for this
communication, every person involved must understand the meaning and definition of the data first.

1.4 Web Analytics Consultant
1
Beginner Web Analytics Consultant
Qualification for the beginner Web Analytics Master Lectures/role-play for 6 days

(operational know-how, with
web analytics consultant by the Lecturer and instruction for senior
web analysts and beginner web
follow-up)
Certified by passing writing
WACA proves that the person analysts report/role-play interview
has the necessary skills to create Senior Web Analytics Consultant Certified by 2 days lectures and
submission of workshop
reports based upon web analytics Company consulting based on
web analytics
assingments/passing written exam
techniques. More concretely, a

beginner web analytics consultant Associate Web Analytics Consultant Certified by 1, 2, 4, 6, 10,15 days
lectures
Capable of making correct
is required to analyze characteristics judgments by reading analytics (own discretion)
or text self-study, CBT
tool data and reporting on them
or issues of web marketing and CBT = Computer Based Testing
websites based upon various data

and then give advice with justifying
data to the client.
Senior Web Analytics Consultant

The senior web analytics consultant is required to do business analysis. A qualified senior web
analytics consultant has learned how to define KPIs (mentioned below), create web marketing
plans for corporations, and offer concrete consultation, and will be actively involved in professional
consulting.
Criteria for qualification includes the ability to use web analytics tools to design web analytics reports
and propose plans.
Each senior web analytics consultant is provided with a license card and listed in the directory of
consultants. To retain the qualification, each senior web analytics consultant must attend an update
course, conduct presentation of case study, and attend a follow-up course at least once every two
years.
Web Analytics Master

Qualification for training and fostering web analytics consultant. Each web analytics consultant
master is required to organize a report and establish a plan to bring business results. In addition to
being a first-rank business consultant, a web analytics consultant master can provide a course to train
and instruct beginner and senior web analytics consultants.
1.4.1The Philosophy of Web Analytics Consultants

Web analytics consultants are qualified by General Incorporated Association Web Analytics
Consultants Association (WACA). What makes WACA different from other qualifications for web
marketing and web analysis professionals is its philosophy.
6th Edition 27
Output should be market-output
Output from a web analytics consultant should be market-output. In the past, corporations explored
user needs after developing a new technology or products (product-output). Then they shifted to a
new idea of exploring the market first and then creating a product desired by the users (market-input).
The concept of market-output is not just creating what is desired but developing a technology or
services after thoroughly considering what can fulfill the users wishes in order to maximize user
satisfaction.
For this purpose, listening to the users voices is essential, but accepting them without question
should be avoided. This is because users are not always correct. There will be no opinion for a service
which does not yet exist. You must be conscious of the intent of users voices or even silent voices.
One of the tasks of a web analytics consultant is improvement of the website, but it is just one piece
of his or her contribution. You must offer proposals from various viewpoints with no restriction in
order to maximize the client satisfaction.
Have a viewpoint focused on on-site activities

A web analytics consultant must do his or her job from a viewpoint focused on on-site activities. Data
analytics has been considered as a job for an expert with special skills. However, basic and practical
data analytics done by an on-the-spot person will contribute to business results more than data
analytics done by an expert who does not know the job site.
Examples of Japanese companies. People on the production site analyze data in free moments
between regular tasks and utilize the result for improvement, leading to higher-quality products.
In convenience stores, the manager of each store analyzes what is sold when, and replenishes best
goods at best timing for more efficient sales management. In both cases, people who analyze data
do not have any expertise but take measures against the site situations based upon simple and basic
analytics results.
A web analytics consultant plays a role to communicate voices from the site to the management
via analyzed data. Put the highest priority on voices from people on the site who directly contact
the users and products and know what the users think and feel, including customer serving and
production personnel. Web analytics does not teach the latest marketing method to the client but
communicate thoughts from the site complemented with data. Of course you need techniques, but
do not forget that the site is most important.
Move the organization and people

Devote yourself to the role of the axis that turns the
improvement cycle. Turning the PDCA cycle may seem to
Web Analytics
be the task of the client or web director, but they tend to
focus on planning (P) and advertising and production (D), Search Social Media
Website
Marketing Marketing
and disregard analysis check (C) and measure action (A).
Then a web analytics consultant needs to take charge
Native Web
in the facilitation of a meeting (a role to facilitate the SEO Listing
Ad
SNS
design
Usability
progress and agreement). As the axis of the improvement

cycle, help the client find an area for improvement and promote the improvement plan from the
client. Try to draw opinions from people who are apart from the web, for example, management and
production site people, or customers.
1
Learn web analytics with improvement methodology

Do you think you can act as a web analytics consultant once you are qualified? There are some people
who work as professional web analytics consultants, however, companies which hire professional
web analytics consultants are not very many. Web analytics is a complementary skill and you will
need other skills such as advertisement or production to work as a business person in many cases.
However, you surely need the web analytics skills to accomplish these main tasks. This is because web
analytics is a skill that is indispensable to explain how much your proposal or work contributed to
business results. Also, people of various occupations in non-web industries such as sales and business
planning utilize web analytics in their businesses.
You cannot learn how to improve the business during the web analytics qualification course, but you
must learn this improvement skill to lead your web analytics to an action. Be sure to learn this also.
If web analytics alone cannot improve the business, is it useless? Absolutely not. It takes enormous
effort to apply individual improvement methods one by one found from several thousands of pages
of websites or tens of thousands occurrences of search phrases. You need to find important issue
points and improve them using web analytics to make use of labor efficiently.
Challenge yourself to accumulate experience

Every web designer and web programmer needs a talent. A web designer who learned illustration,
design, or animation will create more sophisticated websites, and a web programmer who can think
mathematically and logically will produce more excellent programs. Productivity also differs greatly
between people who are excellent and who are not. However, web analytics is different from them
and what you learn is basically the same. No sense or talent is required. You only need to understand
the four basic operations of arithmetic to learn it.
In web analytics, experience is more important than talent. When you are qualified as a beginner web
analytics consultant, take up analytics for various websites. As you accumulate experience you will
surely improve as a consultant.
Believe data but do not accept it without question

Web analytics handles data. Data is the basis for everything, but is not absolute. Data gathered in web
analytics fluctuates and is so delicate that its basis can easily change. Sometimes important data may
be missing or an abnormal value may be acquired.
If the result is far from your hypothesis, suspect the data first. If the data is not certain, propose to
change the setting so that correct data can be acquired to test your hypothesis. Do not accept the
data without question and avoid careless proposals. If you have any question about data, consult the
people on-site. They frequently know the answer.
6th Edition 29
Exercise
[Exercise 1.4.1] Choose from (a) to (d) below which best fits the blanks (1) to (4) in the
following sentence:
Unlike web design and web programming, what you learn is basically the same in web
analytics. No sense or talent is required. Just like an office clerk does an accounting work,
anyone who knows the (1) can learn web analytics. However, it is not true that anyone can
make full use of web analytics. Of course, a talent or sense may influence web analytics work,
but what is more important is (2). A person who has worked for a bank can make a decision
quickly based on financial statements because he or she used to judge whether or not to lend
money based on financial statements of various corporations. The more (2) this person has,
the quicker he or she can make decisions. In web analytics, (2) is most important. When you
are qualified as a beginner web analytics consultant, take up the (3) of various websites. As you
accumulate (2) you will surely improve your eye in judging (4).
(1) (a) four basic operations of arithmetic (b) experience (c) web analytics (d) web analytics
data
(2) (a) differential and integral calculus (b) experience (c) financial statements analysis (d)
web analytics data
(3) (a) creation (b) calculation (c) analysis (d) accounting
(4) (a) probability and statistics (b) experience (c) financial statements (d) web analytics data
1.4.2Roles of Web Analytics Consultants

There are three roles for web analytics consultants.
Aggregation of data
Comments on report
Facilitation of meetings
Web analytics handles various types of data. They use different measurement methods and have
different purposes and there are fluctuations. Therefore, based upon reliability and precision of each
type of data, you need to consider errors to a certain extent.
Aggregation of data
Web analytics aggregates various types of data. Keep in mind to represent aggregated data in an
easy-to-understand way so that the overall trend can be seen easily, for example, using a chart. This
will allow for obtaining findings quickly.
Pay attention to the unit of data aggregated when creating a chart. For example, if you show daily
page views for six months, the fluctuation of the data comes to the forefront and grasping the overall
trend becomes difficult. Setting the granularity of data to week or month makes it easier to view the
overall trend.
Figures in the report must be correct. Check them carefully to see if values of data items which should
show the same total values actually match, or values of data items which should be different are

actually different. See 3.4.2 Relationship between Access Analysis Data Items for the details. Also
check the original data to see if all data items for the report were aggregated over the same period.
To ensure reliability of the contents of the report, ask someone else to check the quality of the report
1
and correct any errors in figures and text.
Comments on report

After aggregating web analytics data, mention what can be read from the data as a comment. The
ability to read valuable information from data is an important skill for the web analytics consultant.
Write any problems found from the data, points to improve, and an improvement plan as concretely
as possible in the comment. The client will not be satisfied with facts which are obvious in the report,
for example, increase or decrease of figures. Set up a hypothesis based upon the data and chart,
and propose what the client should do next. Be sure to propose a feasible action according to the
situation of the client. Also consider the entire business when considering the scope of proposal, not
limited to the web. Also for the comment, ask someone else to check the quality and correct any
errors in figures and text.
Facilitation of meetings
A web analytics consultant may be required to announce a report at a meeting. If the budget and
time permits, hold a report meeting. Even when the contents of report is satisfactory, they may not
be shared across the company if there is no chance of announcement.
You may be required to change the contents of
the explanation at the meeting depending on
who attends it. For example, you can use web Cautions on
Access increased to 100 on the 10th,
and reduced to 50 on the 20th.
terminology if only the web specialists gather. reporting
The cause of the increase in accesses may
However, when people who are not familiar be caused by , as assumed from
last month. Therefore,
with the web, sales persons for example, attend let's try next.
the meeting, you need to use plain terms in (1) Assumption verification
the explanation. Check which terms are not (2) Causation analysis
(3) Measure planning
understood by asking them to view the past
reports and identify those terms, and associate
these terms with data they are familiar with.
The following shows the steps of preparation for a meeting:
Preparation and plan of a meeting

Distribute the report to the participants in advance. Also ask those who will attend the meeting to
summarize questions and answers in advance. While the web analytics consultant has seen the data
many times, the attendants are seeing it for the first time. If they attend the meeting without any
preliminary knowledge, they will just listen to the others. Generally, print the report for distribution.
Create an agenda in advance by arranging topics to discuss and assigning time slot for each. This will
ensure smooth progress of the meeting.
6th Edition 31
Notes on meeting management
Ask for extensive opinions at the meeting. Discussion on web analytics data is not a familiar theme
for many corporations and the attendants tend to hesitate to speak up. They will understand the data
more as you designate them to speak. Lead them so that they will speak aggressively. You need a skill
to ask them questions which can be answered by those who are not familiar with web analytics. For
matters decided at the meeting, be sure to determine the action plan and deadline by consulting
with the persons in charge. Do not leave opinions obtained at the meeting behind but set up a
hypothesis to demonstrate them and establish an action plan from the result. Determine who does
what by when, otherwise nobody will do anything.
1.4.3Web Analytics Consultants Confidentiality

Protection of user data
A web analytics consultant has an obligation to keep the confidentiality of user data. However, web
analytics data, especially access log analysis data can hardly be private data. To identify a person, you
need to inquire the Internet service provider for his or her identity information, and the provider never
supply this information unless there is a court order for it. You still need to manage this information
as private data accordingly.
Some web analytics data may contain private data such as name or date of birth. When handling
such data, check with the client if this data can be processed and converted into data not identifying
individuals. For example, the date of birth may be handled as year or month, and the name may be
handled as ID. Whether or not private data is included, be sure to clearly explain how long the data
will be maintained and how to erase it to the client in advance.
Protection of client data

Almost every corporation does not want the web analytics data to be seen by the competitors or
users. Search phrases may include private data such as phone number or name. In fact, there was
a case where a class action was filed against disclosure of such private data. Be very careful when
handling web analytics data. Also discard data as soon as it becomes unnecessary. When using
data which can be extracted by anyone by using a necessary tool (e.g., the Internet audience rating
or keywords), let the client know that you will use such data. This is to prevent a trouble when a
competitor uses the same data.
Disclosure policy
You will be requested to present your experience and results outside the company. In this case,
you need to obtain approval from the client as a principle in advance. Clearly indicate the scope
of presentation and who can view or use the information to the client. Also, check the scope of
publication including the contents of the built logic and data, and data period. Tell the client about
the details of the contents and obtain approval. Confirm if there is any data the client does not want
to publish. If the client requests, submit the list of corporations which can view the contents to be
published and the list of individuals at the corporations in charge of the contents browsing. Avoid
publication to corporations and individuals the client does not want to publish the data.

Exchange of NDA
Web analytics consultants handles confidential data of the clients users. Be sure to exchange an NDA
(Non-Disclosure Agreement) with the client even if the client does not request it. You must also keep
1
confidential the name and industry of the client.
Presentation of license card (Senior Web Analytics Consultants only)

A senior web analytics consultant must present his or her license card to the client before accepting
the job offer. Also he or she must introduce the WACA site and explain to the client that they can
notify the WACA of any problem in the consultation business.
Clarification of data handling

Be sure to determine who handles data and how the data is stored and discarded after completion
of the project in advance, and clearly indicate these in a written form to the client. Note that the NDA
covers not only the web-related data, but also the business data such as sales. The NDA may also
cover the policies conducted as a result of web analytics. Be sure to always check without fail.
Exercise
[Exercise 1.4.3] Which of the following is true and which is false?
(1) The goal of a web analytics consultant is to create a concise report and explain it in a plain
manner.
(2) The goal of a web analytics consultant is to improve the marketing skills such as SEO and
raise the precision of reports.
(3) The goal of a web analytics consultant is to bring business results from customer analysis.
(4) The goal of a web analytics consultant is to determine the business policy and define the
business model.
6th Edition 33
1.5 Web Analytics Consultants Code of Conduct
At the end of this section, the web analytics consultants code of conduct is explained below.
Every web analytics consultant must follow the following code of conduct. Qualification itself is
meaningless. A web analytics consultant can demonstrate the meaning of his or her existence by
acting in accordance with the following code of conduct. Getting certified is just a starting point.
A web analytics consultant shall create a cycle where:
The consumer (user) enjoys good products and services
Corporations make profits, and the web analytics consultant receives more orders.
We believe this cycle will liven up industries and ensure happy living.
Bringing business results and promoting industries

The role of the web analytics consultant is not to improve web sites, but to contribute to business
success via web analytics. Deepen a relationship with each client so that you can share both success
and failure with them and appreciate mutual growth. The web analytics consultant may do the job
for free in order to accumulate experiences, however, they shall do it as a business in principle. As a
professional of web analytics, he or she shall contribute to society.
Stick to the customer-first principle and act accordingly

The web analytics consultant shall propose a way to convert voices from the users into business
activities. While the web analytics consultant is paid by the client, he or she should communicate
voices from the users to the client with confidence. And, make a hypothesis based on these voices
and act upon it. Web analytics without any action has no value.
Confront every piece of data sincerely

The web analytics consultant shall transform an organization according to analyzed data so that the
users and client can establish a happy relationship with each other. We believe that this will orient
society in a good direction. Therefore, the web analytics consultant should analyze data, in addition
to the access log and data given by web marketing tools, which is not directly related to the website.
Participate in both business and education to give opportunities to everyone

The web analytics consultant shall provide everyone with an environment to learn, teach, perform
analysis, or to be analyzed. Ensuring reality in business and conforming to a policy in education
leads to useful results and talent fostering. Rotating both the wheels of business and education is an
important sense of value for the web analytics consultant.
Protect the customer data while sharing business experiences

The web analytics consultant handles confidential data so he or she should manage it according
to a contract or data management scheme in order to ensure that the users and clients are risk-
free. On the other hand, the web analytics consultant should actively share experiences with other
consultants. Through active sharing, every web analytics consultant can improve the quality of their

analysis.
Various data from the users and clients will be visualized in the future. The web analytics consultant
1
should learn up-to-date technology and methodology to make use of every type of data. But, do
not forget that the mission of the web analytics consultant is to bring business results to the clients.

Exercise
[Exercise 1.5] Which of the following about the duty of confidentiality for the web analytics
consultant is true and which is false?
(1) When a web analytics consultant wants to publish information concerning the client, he
or she can do it with prior permission from the client.
(2) When a web analytics consultant has obtained permission to publish information
concerning the client, he or she should publish it as minutely as possible.
(3) When a web analytics consultant is going to publish information concerning the client,
the client cannot confirm who has access to the publication.
(4) When the client notifies WACA via its website of a problem concerning a web analytics
consultant, his or her certification may be revoked.
6th Edition 35

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Web Analytics Consultant

1.2 Web Marketing and Web Analytics______________________________________________________________________________________19

1.3 Web Analytics_______________________________________________________________________________________________________________________________23

1.4 Web Analytics Consultant________________________________________________________________________________________________________27

1.5 Web Analytics Consultants Code of Conduct__________________________________________________________________34

Chapter 2: Business analysis 37

2.3 Concrete Utilization of Framework (for 3C Analysis)____________________________________________________41

3.1 KGI, KPI, KSF__________________________________________________________________________________________________________________________________46

3.2 Clarifying the Purposes of a Website__________________________________________________________________________________47

3.3 Count Backward from the Overall Goal_____________________________________________________________________________49

3.4 Calculate the Investment Amount from the Return______________________________________________________52

Chapter 4: Web analytics design 55

4.1 Selecting Access Analysis Tools_____________________________________________________________________________________________56

4.2 What You Need to Configure in Advance___________________________________________________________________________62

4.3 Various Web Analytics Methods____________________________________________________________________________________________66

4.4 Solutions for Difficult Access Analysis________________________________________________________________________________76

4.5 Design of Internet Ads______________________________________________________________________________________________________________83

4.6 Attracting Customers by Ways Other Than Advertising______________________________________________86

4.7 Preparation of Web Analytics Reports________________________________________________________________________________90

4.8 Recent Security Circumstances___________________________________________________________________________________________105

4.9 BCP and BCM for Website______________________________________________________________________________________________________118

4.10 Future Web Analytics____________________________________________________________________________________________________________120

Chapter 5: Grasping the overall trend 125

5.1 Understanding the Raw Data_______________________________________________________________________________________________126

5.2 Tips for User Analysis_______________________________________________________________________________________________________________131

5.3 Tips for PV Analysis__________________________________________________________________________________________________________________134

5.4 Tips for Session Analysis________________________________________________________________________________________________________136

5.5 Tips for Unique User Analysis_______________________________________________________________________________________________137

5.6 Tips for Session Duration Analysis_____________________________________________________________________________________139

5.7 Smart Phone Analysis_____________________________________________________________________________________________________________142

5.9 Notes on Periodic Aggregation___________________________________________________________________________________________146

5.10 Other Notes______________________________________________________________________________________________________________________________148

Chapter 6: Traffic analysis 151

6.1 Inflow from a Search Engine 1 (Organic Search)__________________________________________________________152

6.3 Inflow from the Referrer_________________________________________________________________________________________________________157

6.4 Inflow from Ads_________________________________________________________________________________________________________________________159

6.5 Other Remarks___________________________________________________________________________________________________________________________161

6.6 Listing Ads___________________________________________________________________________________________________________________________________164

Chapter 7: Contents analysis 173

7.1 Tips for Analyzing the Landing Page_________________________________________________________________________________174

7.4 Tips for Form Analysis_____________________________________________________________________________________________________________180

7.5 Tips for Cart Abandonment Rate Analysis______________________________________________________________________183

7.6 Tips for Bounce Analysis_________________________________________________________________________________________________________184

7.7 Other remarks____________________________________________________________________________________________________________________________186

Chapter 8: Industry Codes of Ethics and Trends in Asian Countries 187

8.1 Laws and Regulations Related to Web Marketing_______________________________________________________188

8.2 Ethics and Morals as a Web Analytics Consultant________________________________________________________199

8.3 Internet Usage Environment: Japan__________________________________________________________________________________205

8.5 Internet Usage Environment: Asian countries______________________________________________________________209

Answers for Exercise 257

Activity for this purpose is referred to as web marketing.

What You Can See from Web Analytics

14 Web Analytics Consultant Associate Certification

What is Web Analytics?

1.1.1Roles of Web for Users

1.1.2Roles of Web for Corporations

16 Web Analytics Consultant Associate Certification

What is Web Analytics?

1.1.3Roles Required for Web Industry

source code is published, in many cases, for free)

and system development can be done for free.

18 Web Analytics Consultant Associate Certification

What is Web Analytics?