Objective: Recommending strategies for business improvement through online controlled experiments.
Learn how to run experiments on the web using various techniques introduced in the class. You’ll gain experience analyzing web traffic data, observing areas for improvement and recommending strategies for improvement.
Points Possible: 10
Task 5-0: Your paper should be structured and presented in the form of a managerial report. This report should include a cover page, table of contents, executive summary, main body and appendices. The recommended length of the main body of the of the report should be 4 – 6 pages, APA format. (max 1 point)
Task 5-1: Create a website on a particular theme of your choice. For example, but not limited to, fishing, adventure, travel, shopping, sports. Provide a description of the website and its content. (max. 2 points)
Task 5-2: Generate and embed a Google Analytics tracking code to your website. Adopt various strategies to generate traffic to your website and utilize the Google Analytics platform to observe its performance. Provide a description of the following:
The strategies used to generate traffic,
Performance of the website using various Google Analytics metrics.
Analysis of the initial data collected
(max. 2 points)
Task 5-3: Based on the analysis of the initial data collected, determine a suitable problem statement. That is, an area of immediate focus for the business. Recommend 2 – 4 online controlled experiments to be executed that will generate results for the problem identified. For each of the experiments, identify and describe the following:
The hypothesis you’ve selected
The design of the experiment or the experiment’s logistics which includes the changes to be made to the website, length of time to run the experiment, sample size.
The process of running the experiment and collecting data on how users are interacting with your site.
Analysis of the results and generate visualizations.
(max. 3 points)
Task 5-4: Provide recommendations to the business based on the results of your analysis. (max. 1 point)
Task 5-5: Prepare an Executive Summary (max 1 point)
