Using Analytics Tools to Understand User Behavior

Abstract: Media planning and investment management are crucial in the world of advertising and marketing. This thesis presents a structured workflow for analyzing user behavior on media planning and investment management platforms using web analytics. The seven stages of the workflow are: understanding context, determining KPIs, selecting analytics tools, ethically and privacy-consciously choosing data, implementing data gathering, visualizing data, and evaluation. Ethical considerations such as respecting user privacy are important throughout the process. The GMP365™ platform, developed by GMP Systems, is used as a case study to evaluate the workflow. The workflow can be applied by other companies with similar needs for structured implementation of analytics to make better-informed decisions regarding feature development, user support, and platform optimization. To fully evaluate the affordance of analytics, long-term data gathering is recommended.