Above diagram acts as a classifier for any project we may be indulging into for our website. From standpoint of high level web strategy, Based on the priority of which area of users behavior we need to improve should be decided. The three areas of users behavior are Acquisition, Engagement, Conversion.
These three areas however are not always mutually exclusive. They are interrelated and sometimes interdependent.
Most of the activities that can be classified within purple background are health check activities. They can also be referred as preventive maintenance. Within this activity, we are generally measuring critical Key Performance Index and ensure they do not show wild swings or black swans.
At India Soft Tech Analytics and testing activities are generally focused on change/improvement. So it is essential to generate a base case for studying any improvement. Consequently, it is very much essential to have a goal set for all the improvement which will be a positive digression from base case. Often if information gathering activities or purple activities are done well , they serve as a base case for the optimization/analytics activities.