Web analytics to perform a cross-platform comparison study

Business Challenge

Client is a multinational company, who offers a wide range of self-paced courses on their e-learning site. To enhance global reach, client partners with third party platforms and publish courses. The content publishing team wanted to compare and contrast user behavior on client’s native platform vs. a third-party platform where client publishes courses. The differences in user behavior helps to measure platform effectiveness, make improvements and identify highs and lows of each platform.

TurnB Approach
  • Identified a time frame or cohort to perform the analyses.
  • Studied backend tables and identified data elements/factors common to both platforms.
  • Devised an engagement metric for platforms.
  • Extracted data for all factors/data elements across users’ segments.
  • Different methods or techniques were employed to extract data based on the complexity of data captured.
  • Performed an inter segment comparison study of user segments and created a summary for ease of consumption.

Results & Implications
  • Higher % of users who signed up go on to enroll for courses on 3rd platform and higher % of users who enrol for courses went on to consume course content.
  • Overall engagement or higher usage on client’s native platform.
  • Course usage were driven by labs, assessments and quizzes etc. on 3rd party platform.
  • Course notifications were introduced on the client’s native platform which improved the signup to enrollment yield.