Basics of digital analytics

Digital Analytics

The author of Web Analytics 2.0 and Google Analytics evangelist, Avinash Kaushik, has given an excellent and comprehensive definition of digital analytics:

“Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline)


With the right skills, processes and technologies, you can uncover the vital information about how you engage with your customers, effectiveness of your engagements and give you the data on which to take action to improve the outcome – business results”.

Apart from the definition, there are several techniques to perform analysis from the gathered data. Let me give a brief idea about few of such techniques –


Segmentation is an easy to apply technique. The data you have captured helps you to understand the usage of features, users behaviour, usage pattern and many more aspects which finally gives you the power to make proper decisions. Segmentation is helpful to isolate the data is smaller subsets and analyse them, it also helps to understand what caused the changes. For instance, if you have an e-commerce portal then you can analyse the sales growth based on user’s gender or users age group using segmentation. Most of the digital analytics platforms like Google analytics, MixPanel, Flurry etc provides this as a feature, but if you are not using any such services still you can implement on your database. Some of the most common kind of segments are as follows –

  • Customer type – Which helps to analyse the usage pattern by old customers vs new ones
  • Device type – This helps to streamline the product as per the most used devices like Smartwatches, Smartphones, Tablets or Desktops.
  • Geographical – Geographical segmentation helps to meet the product offerings as per the demand in individual geographies.


Context based analysis is not easy as segmentation but it plays a crucial role to the growth of your business. There are basically two kind of context based analysis happens those are – external and internal.

  • External – This is the context provided from the industry benchmark to analyse the performance compare to the industry
  • Internal – Internal context are applied from the product’s historical and key performance benchmark. For example sales comparison between two flavours of the same product between same time period.

Macro and Micro conversion

Conversion means user has performed some action which benefits your business directly or indirectly like, purchasing an item from an e-commerce portal, Signup on a blog website etc.

Macro conversion is an action user has performed which directly benefits the business like, online payment, adding money to e-wallet etc.

Whereas Micro conversion will not benefit right away but it helps to accelerate the business in near future like Signup to a blog, Registration. This part is important to know the current status of your customer.


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Happy coding!!!

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