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Mimansa Bairathi is a Lecturer at University College London (UCL) School of Management. Her research interests include analytics, marketing, and management. With a focus on understanding visitor behavior and improving site performance, she works with various analytics tools to monitor and track effectiveness. Her expertise lies in leveraging data to enhance user experience and marketing strategies. She is also interested in the integration of third-party content to enhance web functionalities, aiming for an optimal mix of service provision and user engagement.