Web Analytics As A Tool For Business Essay

1464 Words Sep 18th, 2016 6 Pages
Web analytics is something that can measure, collect, analyze and report web data in order to understand and improve web usage.(Burby, Brown & Committee, 2007) Web analytics now is widely used in different aspects in our society, especially in business field. Web analytics was formed at the early stage of 1990s. It grows up with the development of internet. The rapid growth of online business and online shopping greatly accelerate the development of web analytics, which can be used as a tool for business and market research for the purpose of assessing and improving the effectiveness of a website. Through web analysis, companies can acquire qualitative and quantitative data from their websites and competitors to help company to formulate the best strategy and make smart business decisions (Burby & Atchison, 2007) to achieve continuous improvement. Using web analytics, it will not only help companies get higher Return On Investment (ROI) but also appeal more target customers. There are two categories of web analytics: on-site and off-site web analytics. On-site web analytics is measured on real visitors and their interests. It tracks campaigns, engagements and sales. It’s available for any website, no matter it’s small or large traffic size. Off-site web analytics is based on open data analysis, social media exploration, sharing of voice on web properties. It can track competitor and related sites. There are some differences between them. It’s these differences that help…

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