問25
頻出度★★★
Web サイトの閲覧回数, サイト内での移動履歴などを基に, 閲覧者の行動を分析する手法はどれか。
平成23年度 特別試験 ITパスポート試験 問25
ストラテジ系企業活動 › 業務分析・データ利活用
This question's explanation and your answers so far.
解説
問 25
Incorrectア
ABC analysis sorts items such as products or inventory in descending order of sales amount or quantity, divides them into the three groups A, B, and C according to the cumulative percentage, and narrows down the items that should be managed with priority (it is used together with a Pareto chart). It is a classification method for priority management, such as identifying best-selling products and managing inventory; it does not read visitor behavior from the number of page views or the navigation history of a website.
Incorrectイ
SWOT analysis organizes a situation into four categories, the company's own strengths and weaknesses plus the opportunities and threats in the external environment, and uses this to help formulate management strategy. It is a management strategy framework that qualitatively evaluates the internal and external environments, not an analysis method that handles visitor behavior data such as access logs.
- ウ
正解 The correct answer is ウ, access log analysis. Every time a web server is accessed, it keeps a record of things like when, which user viewed which page and in what order, and which site the visitor came from (the referrer); this record is the access log. Access log analysis is the method of aggregating and analyzing these accumulated logs in order to understand visitor behavior. In the question, the number of page views corresponds to the page view count, and the navigation history within the site corresponds to the transition path between pages (which entry page the visitor came in through and where they left). Both are pieces of information obtained directly from the access log. Therefore the appropriate method for analyzing visitor behavior based on such data is access log analysis, and its results are put to use in website improvement and marketing, for example identifying popular pages, improving screens with many exits, and measuring advertising effectiveness.
Incorrectエ
Value chain analysis breaks a company's business activities down into primary activities such as inbound logistics, manufacturing, outbound logistics, and sales, and support activities such as human resources and technology development, and then analyzes at which process added value is created and where the sources of competitive advantage lie. What it targets is the company's own business processes, not the behavior of website visitors.
ここがポイント
- Access log analysis: a method that aggregates and analyzes the access logs left on a web server (page view counts, transition paths within the site, referrers, time spent, and so on) to grasp visitor behavior and put it to use in site improvement and the measurement of advertising effectiveness. When a question contains words that come from web logs, such as number of page views or navigation history, choose this.
- Telling confusable analysis methods apart: ABC analysis = classifying sales or inventory for priority management (Pareto chart); SWOT analysis = organizing the business environment by strengths, weaknesses, opportunities, and threats; value chain analysis = breaking business activities down to look for the sources of added value. All three are methods of management strategy or management, and they differ from web log analysis in both their purpose and the data they handle.
用語