Web Analytics
Web analytics is the analysis of the behaviour of internet users. It serves the following key objectives:
- Monitor the health of a website — Track and measure web traffic to assess performance vis-à-vis benchmarks and metrics.
- Improve effectiveness of the website in terms of conversion rates and other performance parameters by means of controlled website tests.
- Improve effectiveness of elements of the marketing mix. For example, testing/evaluating digital marketing campaigns.
Web analytics tools use information from logs, cookies and/or page tagging processes to segment site visitors and track their progress down the prospecting funnel, from leads to enquiries, enquiries to prospects, and prospects to customers. They track conversion rates at each stage of the prospecting funnel.
Google Analytics, Exhibit 27.1, is by far the most widely used web analytics platform. The below list includes some of the other well-known tools:
- Google Analytics
- Adobe Analytics
- Mixpanel
- Matomo
- Glassbox
- StatCounter
- Kissmetrics
- IBM Watson Customer Experience Analytics
Web analytics is an ongoing process of improvement that comprises:
- Data Collection — Server (Web) Logs, Page Tagging.
- Data Processing — Metrics.
- Reporting — Analysis and Visualization.
- Industry Benchmarks and Competitive Intelligence.
- Optimizing.
This chapter dwells on each of these steps to impart an understanding of web analytics processes and the application of web analytics.
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