ABSTRACT

Purpose: Enhanced monitoring of user acquisition and online use patterns throughout the AgInjuryNews.org data repository is imperative toward understanding overall website usage, trends, and behavior. This study examines how implementing refined, modernized analytical toolsets can provide more granular and versatile tracking of data and, in turn, reveal new focus areas to maximize effectiveness of data dissemination to end users.

Methods: Collection of analytical data was expanded from its original rudimentary form to include advanced capabilities of Google Tag Manager (GTM), beginning October 18, 2019. This solution allows real-time, adaptable tracking of all operations and actions across the website. GTM also provides enhanced tie-ins with social media referrals and advertising campaign events. By using GTM as the new baseline analytics foundation, it becomes possible for ad-hoc integration of over 50 third-party analytical components and services.

Results/Findings: The post-GTM dataset has not yet matured; more time and website traffic is needed to develop a comprehensive picture of overall usage behavior to optimize the content and user experience. Preliminary analysis has led to the discovery of common user actions including specialized filtering of injury data by age group and number of victims, as well as common search queries including “Tractor” and “Silo.” We have also observed retention deficits by users who arrive initially through social media campaigns versus organic return-visitor traffic.

Practical application: Evaluating the GTM-based analytical dataset of AgInjuryNews.org allows for a deeper understanding of trends and behaviors relating to agricultural injury research. The findings help determine strengths and weaknesses in our existing web interface so refinements can be made to improve user retention and website functionality. For instance, by studying commonly searched topics and filter options we can better target social media ads and encourage more organic return-visitor traffic. This knowledge allows us to refine future campaigns and tailor first-time visitor experiences to better engage and retain our prospective audience.

摘要

目的：在整个AgInjuryNews.org数据存储库中，增强对用户获取和在线使用模式的监控对于了解网站的整体使用情况，趋势和行为非常重要。这项研究探讨了如何实施改进的现代化分析工具集可以提供更细粒度和更多用途的数据跟踪，并进而揭示了新的重点领域，以最大程度地将数据分发给最终用户。

方法：从2019年10月18日开始，分析数据的收集已从其原始形式扩展到包括Google跟踪代码管理器（GTM）的高级功能。此解决方案允许实时，自适应地跟踪整个网站上的所有操作和操作。GTM还提供了与社交媒体引荐和广告宣传活动的增强关联。通过使用GTM作为新的基准分析基础，可以临时集成50多个第三方分析组件和服务。

结果/发现：GTM后数据集尚未成熟；需要更多时间和网站流量来全面了解整体使用行为，以优化内容和用户体验。初步分析导致发现了常见的用户操作，包括按年龄组和受害人数对伤害数据进行了专门过滤，以及包括“拖拉机”和“筒仓”的常见搜索查询。我们还观察到最初通过社交媒体活动到达的用户与自然回访者流量相比，保留率存在缺陷。

实际应用：评估AgInjuryNews.org基于GTM的分析数据集可以更深入地了解与农业伤害研究相关的趋势和行为。这些发现有助于确定我们现有Web界面的优势和劣势，因此可以进行改进以提高用户保留率和网站功能。例如，通过研究经常搜索的主题和过滤器选项，我们可以更好地定位社交媒体广告并鼓励更多的自然回访者流量。这些知识使我们能够完善未来的广告系列并定制首次访问者的体验，从而更好地吸引和留住潜在受众。