Comparison of Owned, Earned and Paid Website Visitors: a Case Study

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Rossi, Matti
dc.contributor.advisor Pinjamaa, Noora
dc.contributor.author Ketonen, Jesse
dc.date.accessioned 2017-05-30T05:45:05Z
dc.date.available 2017-05-30T05:45:05Z
dc.date.issued 2017
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/26370
dc.description.abstract This thesis explores website traffic and visitors by analysing website customer behaviour. The thesis expands the current research on web analytics to consider the rising categorization of media into owned, earned and paid media types. The research is first of its kind to further explore if there is significant difference between owned, earned and paid website visitors measured by web metrics. In addition to academic contributions, it is desired that the research helps marketers and publishers to invest their resources between generating each type of traffic in order to reach their individual goals and maximize the return-on-investment. In this paper, a framework for measuring owned, earned and paid website visitors is created. The research framework is tested in a case study where owned, earned and paid traffic is driven from Facebook to a fashion magazine’s online articles. Data on visitor-level website behavior of 2739 visitors is collected from the case website using Piwik analytics. The data was analyzed using two quantitative methods: chi-square test of homogeneity and one-way analysis of variance. These methods were used in order to determine whether statistically significant differences in website between owned, earned and paid visitor groups exists. Further, the case study demonstrates how to use the framework and appropriate techniques to effectively collect, extract, and analyze website visitor’s web behavior and the differences between owned, earned and paid website visitors. The empirical research reveals that significant differences between different types of website visitors exists. The chi-square test of homogeneity indicated a statistical significant difference of binomial proportions of ‘new / return user rate’, ‘bounce-rate’ and ‘mobile / desktop rate’ variables. One-way ANOVA indicated a statistical significant difference between the means of owned, earned and paid visitors of “visit count” and “actions”, but also a non-significant difference of “visit duration”. Thus also the usability of the research framework is confirmed. This thesis expands the research on clickstream data into social networking and earned media in media and journalism, and so contributes to the existing research on web analytics. This thesis also contributes to the existing literature on owned, earned and paid media and web analytics by adding owned and earned social media exposure to clickstream research and comparing them to paid social media exposure it in assessing user’s behavioral response in a cross-site context. Thus the thesis also combines social marketing with web analytics and expands the use ‘owned’, ‘paid’ and ‘earned’ jointly in a digital environment. This study is also first one to apply ‘heart rate monitoring’ measurement, redefined visit duration and bounce-rate metrics. The thesis provides useful technical and methodological information about website visitor tracking and web metrics for both academics and businesses seeking benefits from web analytics and online channels. en
dc.format.extent 102
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Comparison of Owned, Earned and Paid Website Visitors: a Case Study en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Tieto- ja palvelutalouden laitos fi
dc.subject.keyword web analytics en
dc.subject.keyword clickstream en
dc.subject.keyword owned media en
dc.subject.keyword earned media en
dc.subject.keyword paid media en
dc.subject.keyword social media en
dc.identifier.urn URN:NBN:fi:aalto-201705304973
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Information and Service Management (ISM) en
dc.subject.helecon tietotalous fi
dc.subject.helecon palvelut fi
dc.subject.helecon digitaalitekniikka fi
dc.subject.helecon internet fi
dc.subject.helecon kuluttajakäyttäytyminen fi
dc.subject.helecon media fi
dc.subject.helecon arviointi fi
dc.subject.helecon käyttäytyminen fi
dc.ethesisid 14999
dc.location P1 I fi


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