Journal of Practical Engineering Education (실천공학교육논문지)

Korean Institute for Pratical Engineering Education (한국실천공학교육학회)
권호 표지
DOI QR코드

DOI QR Code

Weblog Analysis of University Admissions Website using Google Analytics

구글 애널리틱스를 활용한 대학 입시 홈페이지 웹로그 분석

  • Su-Hyun Ahn (College of General Education, Semyung University) ;
  • Sang-Jun Lee (College of General Education, Semyung University)
  • Received : 2024.02.07
  • Accepted : 2024.02.08
  • Published : 2024.02.29
Download PDF
⟨ Previous Next ⟩

Abstract

With the rapid decline of the school-age population, the competition for admissions has increased and marketing through digital channels has become more important, so universities are investing more resources in online promotion and communication to recruit new students. This study uses Google Analytics, a web log analysis tool, to track the visitor behavior of a university admissions website and establish a digital marketing strategy based on it. The analysis period was set from July 1, 2023, when Google Analytics 4(GA4) was integrated, to January 10, 2024, when the college admissions process was completed. The analysis revealed interesting patterns such as geographical information based on visitors' access location, devices(operating systems) and browsers used by visitors, acquisition channels through visitors traffic, conversions on pages and screens that visitors engaged with and visitor flow. Based on this study, we expect universities to find ways to strengthen their admission promotion through digital marketing and effectively communicate with applicants to gain a competitive edge.

학령인구의 급격한 감소로 입시 경쟁이 치열해지고 디지털 채널을 통한 마케팅이 더욱 중요해지면서 대학은 신입생 모집을 위해 온라인 홍보와 소통에 더 많은 리소스를 투자하고 있다. 이에 본 연구는 웹로그 분석도구인 구글 애널리틱스를 활용하여 대학 입시 홈페이지의 방문자 행동을 추적하고, 이를 기반으로 디지털 마케팅 전략을 수립하였다. 분석 대상 기간은 구글 애널리틱스4(GA4)가 통합된 2023년 7월 1일부터 대학 입시가 마무리된 2024년 1월 10일까지 설정하였다. 분석 결과 방문자의 접속 위치에 기반한 지리적 정보, 방문자가 사용한 기기(운영체제) 및 브라우저, 방문자들의 트래픽을 통한 유입 채널, 방문자가 참여한 페이지 및 화면의 전환, 방문자의 이동 흐름 등 흥미로운 패턴을 확인하였다. 본 연구를 바탕으로 대학은 디지털 마케팅을 통한 입시 홍보를 강화하고 입학 지원자들과 효과적인 소통을 통해 경쟁력을 확보할 수 있는 방안을 찾을 것으로 기대한다.

Keywords

Acknowledgement

이 논문은 2023학년도 세명대학교 교내학술연구비 지원에 의해 수행된 연구임

References

  1. H. J. Lee, H. Y. Lee, and S. J. Park, "A new direction for south korean universities in the age of low birth rates and low retention rate: The importance of social relationships," Journal of Product Research, vol. 36, no. 4, pp. 71-77, 2018. https://doi.org/10.36345/KACST.2018.36.4.008
  2. D. W. Ko, "Efficient use of the internet media in local college public relations," Journal of the Korea Contents Association, vol. 10, no. 9, pp. 478-486, 2010. https://doi.org/10.5392/JKCA.2010.10.9.478
  3. H. K. Goo, D. Y. Chun, and M. K. Kong, "The effects of college promotion on college image formation and college application intention," Journal of the Korea Entertainment Industry Association, vol. 12, no. 8, pp. 217-229, 2018. https://doi.org/10.21184/jkeia.2018.12.12.8.217
  4. E. H. Kim and M. C. Kim, "A study on the characteristics and factors affecting college choice of freshmen: focusing on the public relations and communication strategy of local universities," Korean Journal of Communication Studies, vol. 30, no. 3, pp. 205-232, 2022. https://doi.org/10.23875/kca.30.3.8
  5. J. S. Hong, A Study on PR at University through Characteristics of Instagram Content Focusing on Comparison between Domestic and Overseas Universities, The Graduate School of Mass Communication & Public Relations Konkuk University, 2020.
  6. K. H. Lee, Study of the Development Effect of College Homepage on High School Student's Perception of the Reality Related to Going on to University, and Course Decision, The Graduate School of Journalism and Mass Communication Yonsei University, 2004.
  7. M. K. Lee and H. W. Park, "Web log analysis on tourism websites of Daegu City using naver analytics," International Journal of Tourism Management and Sciences, vol. 33, no. 5, pp. 175-195, 2018. https://doi.org/10.21719/IJTMS.33.5.9
  8. S. W. Lee and C. W. Kwon, "Study on the usage behavior of Universities library website before and after COVID-19: Focusing on the Library of C University," Journal of the Korean Society for Information Management, vol. 38, no. 3, pp. 141-174, 2021.
  9. D. W. Kim, How to Use Google Analytics in Practice, Digital Books, 2022.
  10. https://w3techs.com/technologies/overview/traffic_analysis.
  11. D.Y. Kim, Everyone's Google Analytics4, Gilbut, 2023.
  12. S. C. Han and J. S. Lee, Do it! Google Analytics 4, Easys publishing, 2023.
  13. J. Y. Moon, Google Analytics 4 Attracts Customers, Hanbit, 2022.