Week2- Written by Jason Kim
Week2
This week focused on the external data compared with the internal data that have discussed in Week1
1. Web and Google Analytics
Web analytics- Measure the performance of the web site such as MAU (monthly active user) and the traffic source of the specific web site.
The start of the web analytics had started from Amazon in which Amazon is now most popular of its analytics tool of the AWS brand such as Kinesis which collects data to report and to manage business performance *Web analytics is part of the business analytics
The benefit of the AWS compared to other web analytics tool is that AWS is comparative cheap and is more easy to use so that a lot of early engineers use this tool to save money.
Personal Experience about web analytics: I had worked in a Korean conglomerate company name GS SHOP and worked as a corporate venture investor. The company is very tech-savy and use Amazon web analytics and Google analytics in work. The reason why people used Amazon web analytics is because it is very cost-effective and also there are annual AWS conference which provide updated information and give opportunity to network with other engineers.
The analytic tools of Amazon: https://aws.amazon.com/products/analytics/?nc1=h_ls
The annual AWS Summit: https://aws.amazon.com/summits/
The Controversy regarding web analytics: Beside analytics based on the cookie and IP address, there can be another way of tracking of pixel. The tracking pixel differentiates the cookie and the IP address by having a pixel that cannot be detected in the naked eye. This pixel tracking is the intrusion of privacy but doesn't have way to stop it just by having a strong law. In fact, tracking by the cookie is not really accurate when it comes to cross-device tracking thus nowadays canvas fingerprinting is a better method of analytics.
The idea about the pixel tracking: https://en.ryte.com/wiki/Tracking_Pixel
The weakness of Cookie Tracking: https://iapp.org/news/a/cookies-are-so-yesterday-cross-device-tracking-is-insome-tips/
https://adexchanger.com/mobile/starting-cookies-doesnt-make-sense-cross-device-tracking/
2. Network
Network is an important factor to consider in business because it is used to look at the connection between individuals such as Linkedin that connects individuals to gather information and to increase the value of the platform.
a. Centrality: The shortest path of a specific node divided by all the shortest path of the network (List all the shortest path)
-Between centrality ; Calculate the path by the certain number of the path
Closeness centrality: The mean length of all shortest path from a node to all other nodes in the network
Reciprocity is the network of two nodes which both sides exchanges information or transaction so they have directions that each points each other
Problem related with social networking
The networking using social media channels create aggressive people that attack other people's social life online and become a total different identity online compared to offline. Therefore, social network are used to create social attention which was different to gain offline. There are discrepancies of online identity and offline identity. Therefore, young generation people who use social media and networking channels are used to connect and communicate online thus have hard time communicating and approaching people in sight.
A hope for people who are considered loser in real life depend on the online social networking system and become online superstar because verbal communication is not important it is just images and online writing which is crucial in making relationship with others.
For social networking celebrities, influencers: their life is totally dependent on social networking channels that they do not have their real life and communication with people offline, which is quite sad :(
This week focused on the external data compared with the internal data that have discussed in Week1
1. Web and Google Analytics
Web analytics- Measure the performance of the web site such as MAU (monthly active user) and the traffic source of the specific web site.
The start of the web analytics had started from Amazon in which Amazon is now most popular of its analytics tool of the AWS brand such as Kinesis which collects data to report and to manage business performance *Web analytics is part of the business analytics
The benefit of the AWS compared to other web analytics tool is that AWS is comparative cheap and is more easy to use so that a lot of early engineers use this tool to save money.
Personal Experience about web analytics: I had worked in a Korean conglomerate company name GS SHOP and worked as a corporate venture investor. The company is very tech-savy and use Amazon web analytics and Google analytics in work. The reason why people used Amazon web analytics is because it is very cost-effective and also there are annual AWS conference which provide updated information and give opportunity to network with other engineers.
The analytic tools of Amazon: https://aws.amazon.com/products/analytics/?nc1=h_ls
The annual AWS Summit: https://aws.amazon.com/summits/
The Controversy regarding web analytics: Beside analytics based on the cookie and IP address, there can be another way of tracking of pixel. The tracking pixel differentiates the cookie and the IP address by having a pixel that cannot be detected in the naked eye. This pixel tracking is the intrusion of privacy but doesn't have way to stop it just by having a strong law. In fact, tracking by the cookie is not really accurate when it comes to cross-device tracking thus nowadays canvas fingerprinting is a better method of analytics.
The idea about the pixel tracking: https://en.ryte.com/wiki/Tracking_Pixel
The weakness of Cookie Tracking: https://iapp.org/news/a/cookies-are-so-yesterday-cross-device-tracking-is-insome-tips/
https://adexchanger.com/mobile/starting-cookies-doesnt-make-sense-cross-device-tracking/
2. Network
Network is an important factor to consider in business because it is used to look at the connection between individuals such as Linkedin that connects individuals to gather information and to increase the value of the platform.
a. Centrality: The shortest path of a specific node divided by all the shortest path of the network (List all the shortest path)
-Between centrality ; Calculate the path by the certain number of the path
Closeness centrality: The mean length of all shortest path from a node to all other nodes in the network
Reciprocity is the network of two nodes which both sides exchanges information or transaction so they have directions that each points each other
Problem related with social networking
The networking using social media channels create aggressive people that attack other people's social life online and become a total different identity online compared to offline. Therefore, social network are used to create social attention which was different to gain offline. There are discrepancies of online identity and offline identity. Therefore, young generation people who use social media and networking channels are used to connect and communicate online thus have hard time communicating and approaching people in sight.
A hope for people who are considered loser in real life depend on the online social networking system and become online superstar because verbal communication is not important it is just images and online writing which is crucial in making relationship with others.
For social networking celebrities, influencers: their life is totally dependent on social networking channels that they do not have their real life and communication with people offline, which is quite sad :(
People's life priority is to create network in online channels rather than creating their network offline. When people meet a friend, they are focused on the screen on the mobile phone rather than focusing on the person in sight.
3. Using Gephi to analyze network data
The Gephi is an interesting that use visual tool to look at the network and relationship of several data. It was quite fun using Gephi to look at the international trade network of several different countries related with different industries.
However, the problem of this Gephi analysis is that it is really difficult to visualize and try to look at useful results when there are so much data since there is a high density and modularity and the function need to modified according to its needs which makes beginners difficult to use Gephi
Recommendation
What is recommended is that there should be an automation recommendation tool that give advice to users which tools and visual effect should be used to make a reasonable visual tool and structure for network analysis. The implementation and the use is quite complex for beginning users like me that makes it such a complex tool to use in real life. Therefore, Gephi itself need improvement that make it simple and easy for people to find the data and network relationship that user want.
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