구글 애널리틱스를 활용한 대학 입시 홈페이지 웹로그 분석
Weblog Analysis of University Admissions Website using Google Analytics
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초록
학령인구의 급격한 감소로 입시 경쟁이 치열해지고 디지털 채널을 통한 마케팅이 더욱 중요해지면서 대학은 신입생 모집을위해 온라인 홍보와 소통에 더 많은 리소스를 투자하고 있다. 이에 본 연구는 웹로그 분석도구인 구글 애널리틱스를 활용하여대학 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 접속위치에 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 마케팅을통한 입시 홍보를 강화하고 입학 지원자들과 효과적인 소통을 통해 경쟁력을 확보할 수 있는 방안을 찾을 것으로 기대한다.
Abstract
With the rapid decline of the school-age population, the competition for admissions has increased and marketing through digitalchannels has become more important, so universities are investing more resources in online promotion and communication to recruitnew students. This study uses Google Analytics, a web log analysis tool, to track the visitor behavior of a university admissionswebsite and establish a digital marketing strategy based on it. The analysis period was set from July 1, 2023, when Google Analytics4(GA4) was integrated, to January 10, 2024, when the college admissions process was completed. The analysis revealed interestingpatterns 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 onthis study, we expect universities to find ways to strengthen their admission promotion through digital marketing and effectivelycommunicate with applicants to gain a competitive edge.
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