What is Web Analytics?

-

Today, I was asked in an interview. What is web analytics? Tell me all you know about Web Analytics. This may not be a perfect answer, but gives a direction to answer the same.
Web analytics is the measurement, collection, analysis and reporting ofweb data for purposes of understanding and optimizing web usage.[1][dead link]

Web analytics is not just a tool for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a web site. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.

There are two categories of web analytics; off-site and on-site web analytics.

Off-site web analytics refers to web measurement and analysis regardless of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.

On-site web analytics measure a visitor's behavior once on your website. This includes its drivers and conversions; for example, the degree to which different landing pages are associated with online purchases. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response. Google Analytics is the most widely used on-site web analytics service; although new tools are emerging that provide additional layers of information, including heat maps and session replay.

Historically, web analytics has referred to on-site visitor measurement. However in recent years this has blurred, mainly because vendors are producing tools that span both categories.
Source: wikipedia

Popular posts from this blog

Data analytics services market in India to triple by 2015

-
The data analytics services market in India is set to grow three times and is expected to touch $1.15 billion in 2015, an over 67 per cent increase from $375 million in 2010, according to a report on analytics outsourcing by Avendus Capital, a leading financial services firm. India alone accounted for over 70 per cent of the total global data analytics outsourcing market ($500-550 million) in 2010. Analytics outsourcing helps companies get their analytics needs met without having to take on the responsibility of another new process. And for those who don’t already know what data analytics is, it is the science of examining raw data for the purpose of drawing business-related conclusions about the information, and for modelling and predicting business outcomes. According to the report, over the last decade, India has matured as the preferred outsourcing destination for IT and ITeS services, due to a number of factors that include increase in data generation, cost savings, operation
Read more

Web Analytics Market Update, 2012

-
Image
 SUMMARY Four vendors command the bulk of the Web analytics market, but others continue to innovate. This document describes the market's dynamics and profiles the leaders. Overview Demand for Web analytics tools continues to expand, even as the number of top-tier global vendors has shrunk to four. This update explains the market dynamics and provides an overview of the leading vendors. Key Findings For large or Web-channel-centric organizations, Adobe, Google, IBM and Webtrends represent the top tier of global vendors to evaluate. The Web analytics market has expanded to include additional digital channel optimization products. New vendors are emerging with specialized offerings, but they have not yet achieved significant market share. Recommendations Find out the requirements of marketing, content development, Web operations and customer support teams before evaluating analytics vendors. Set a budget for tools and customization services that is in line w
Read more

Text Analytics Platforms Part 1

-
Text analytics is still largely an immature science, and embraces several different approaches. Natural language processing (NLP) includes dozens of techniques for accomplishing tasks such as language translation, document categorization and tagging, extraction of meaningful terms and so on. Text mining on the other hand is primarily concerned with the extraction of meaningful metrics from unstructured text data so they can be fed into data mining algorithms for pattern discovery. Some suppliers have applied text analytics to very specific business problems, usually centering on customer data and sentiment analysis. This is an evolving field and the next few years should see significant progress. Other suppliers provide NLP based technologies so that documents can be categorized and meaning extracted from them. Text mining platforms are a more recent phenomenon and provide a mechanism to discover patterns which might be used in operational activities. Text is used to generate extra
Read more