Abstract: This talk is about how to combine Google Analytics data with data science tools including natural language processing (NLP), spatial data mapping and HTML Scraping, so as to conduct in-depth web analytics. Companies now rely heavily on their websites to share information and engage with audience. Web analytic tools enable companies to know whether intended audience is actually accessing web contents. Google Analytics, in particular, is one of the most widely used web analytics tools. Providing data such as web visitors’ demographic information, their behaviors on a website and how they find the website, Google Analytics captures data that can help companies maximize access to information and services. "To innovate is to combine." Combining Google Analytics data with data science tools will offer more in-depth analytic results. Examples are. Site search data (i.e. texts that users filled in the search box) can be analyzed using NLP tools such as
Bio: Weilin is currently a research scientist at Child Trends, a nonprofit research organization conducting high-quality research and sharing the resulting knowledge with practitioners and policymakers. She has been leading many data analytics projects of federal and state contracts. She is an EMC certified data scientist and holds a PhD from UC-Irvine.