Google Analytics : An Analytical Tool

Today, the world’s trend in operating business focuses on data availability to enact the best suitable decision to improve, develop, and increase business revenues. Moreover, the availability of data helps to monitor and control the quality of provided products or services. However, the availability of data without proper analytics operations would have no meaning (1). Data analytics provide an important aid to an organization to figure out their position in the market in comparison with their competitors. Also, data analytics helps to identify what is the organization’s competitive ability in the market, what they should bet on, and what they should strive for. With that being said, many of today’s most successful organizations utilize

According to Competing on Analytics: The New Science of Winning, the critical value of analytics is important in today’s forward-looking enterprises, especially in a new data age. Every company and organization should strive to become an analytical competitor. Competing on Analytics reveals how companies think about their data and their exploitation of that data. Also, it highlights how companies such as the Boston Red Sox, Netflix, Amazon.com, CEMEX, Capital One, and Harrah’s Entertainment use analytics to build their competitive strategies and make better decisions in the severe competition. These companies and organizations use analytics to identify the most profitable customers, accelerate product innovation, optimize supply chains and pricing, and leverage the true drivers of financial performance.

To compete effectively in an era in which advantages are ephemeral, companies need to move beyond historical, rear-view understandings of business performance and customer behavior and become more proactive(tableau). Predictive Analytics is the use of data science for audience profiling. Generic audience profiling involves determining specific characteristics of your target audience and creating specific personas to represent each type of person within your target audience. Predictive analytics is essentially the same process, but from a data perspective (koozai). Predictive analytics can be used in wide areas in the industry, it’s importance is not constrained to a particular domain and ranges from marketing, telecommunication, retail, banking, etc. For example, the telecommunication industry has noticed a high customer churn since the switching costs are slim to none. So telecommunication companies operating in this industry are looking for new ways to differentiate themselves from competitors in order to retain customers. By using predictive analytics as a solution to this problem, they would be able to understand the customer needs, requirements and retain them also allowing them to acquire new ones more effectively. With predictive analytics, companies can predict trends, understand customers, improve business, drive strategic decision making and predict behavior. A company named Cox Communications, the third largest cable entertainment and broadband

In broad terms, data analytics is the process by which any company collects information about its targeted consumer-base, makes sense of the data collected, and based on the resulting assessment of that data, enables business management to determine if change is necessary to better reach the customer. While that description may seem simple enough, the means by which that data is collected has radically changed in the last twenty years and in which a new era in data analytics capabilities as emerged. Not long

My key responsibilities at Genesis Software Solutions Inc., as marketing analyst were to analyze the pros and cons of launching a new marketing campaign proposed by the company. To identify market opportunities and company’s needs I first met with the subject matter experts and understood all the requirements. With the knowledge transferred from the subject matter experts, I evaluated the scope of market penetration for the company. I also analyzed Return on investment. For this, company uses google analytics tools, to look at the market metrics and scope analysis. My internship at the company helped me to get familiarized with the usage of all these tools and how to generate and understand reports.

Most ecommerce business use web analytics tool to empower the ecommerce services. Before they start up ecommerce business they create a web site for their business and release into market for the customer. After few customer enter into web site and view the web pages they do analyse the data like how many visitors came to site?, how long they stay to the site?, how long the each page is viewed?, what pages they viewed? What products they purchased? What key words they used? What source they came from?. With this all massive data they analyse give a report for the web site like actionable insights. Based on that they take better decision and redesign the web site by changing the content of pages and add more useful content to the pages.

Web Analytics is a relatively new phenomenon in the business world, and while it is not a mandatory requirement for organizations to compete in today’s marketplace it is becoming increasingly important as organizations strive to optimize their web presence. So what is web analytics and how can it help companies achieve a better web presence? Web Analytics is defined by the Web Analytics Association as, “The practice of measuring, collecting, analyzing and reporting on Internet data for the purposes of understanding how a web site is used by its audience and how to optimize its usage.” (ClarkU, p. 1) To simplify this definition we can say that web analytics is the process of determining how your website most effectively turns site visitors into customers.

Web analytics can help businesses or organizations with a web presence stay competitive, leading to profitability. The use of analytics can be a powerful tool in a company’s strategic approach that can be used to differentiate it from its competitors and serve as a form of competitive advantage for the organization in competing in this twenty first century. In this essay, various definitions of web analytics and other key terms used in this field will be examined.

Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. However, Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of the business.

analytics beyond commerce to healthcare strategies, hiring processes, and personal life (Bayan, 2015; Germann, Lilien, & Rangaswamy 2012; Tavana, Kennedy, & Joglekar 1996). Regardless of the industry, analytics have legitimacy absent context and provide insight to the working of a structure. Organizations could, and often dp argue, that awareness of the power of analytics is enough; however, for analytics to be of the greatest support, their merit and worth is not in the capture and analyzation of data but in the application of it within a specific context. Analytics provide insight that can be

It helps to identify and measure which parts of the website and which campaigns deliver a return on investment. This knowledge allows digital marketing executives to generate strategic approaches based on hard data. It also improves the case for additional marketing spend and strengthens the overall credibility of marketing. Digital marketers with a strong knowledge of web analytics can also help their organization to check out and beat the competition, optimize and deliver more targeted digital marketing content and services. Digital marketing professionals use various analytics tools like SiteCatalyst by Adobe Omniture, and HubSpot Connector to track

The day to day process of managing a small company comes in a natural manner to nearly every business managers, however, expanding, sustaining and tracking the company’s website can be an overwhelming task [3]. A number of questions may arise, for example, How do I target the right audience? How can I drive sales in a particular region? Why do I see many hits and little sales? [3].Google has come up with a list of clarifications to these problems with free web analytics service known as Google analytics, which can be used to utilize online business efforts and campaign and turn the

An Analytics software is a key requirement for any small business which is dependent on an online presence to maximize its reach. The analytics software helps one understand the best ways to reach ones customers and draw more traffic and hence business. Google Analytics helps with the analysis of qualitative and quantitative data from a website and the competition to drive continual improvement of the online experience that customers and potential customers have, which translates into desired outcome. Google analytics is also one of the easiest ways to enable a small business to attract more visitors, retain or attract new customers for goods or services, or to increase the dollar volume each customer spends.

Google Analytics is a free web analytics cloud based software offered by Google that tracks and reports website traffic. Google launched the service in November 2005 after acquiring Urchin. (2016)

Web analytics essentially involves data collection and data can be collected in two ways, the traditional method is a web server log file analysis and the second method is page tagging, which uses JavaScript embedded in the web page. The collected data is processed to produce web traffic reports. The companies use different web analytics softwares like Google Analytics, Omniture, Coremetrics etc. to find out information about their visitors, including how they interact with the pages in a site, how long they stay on their site, how many people visited their site, how many of those visitors were unique visitors, how they came to the site and what links they clicked on and when they left the site. Web analytics can give a significant competitive advantage to a company; one of the best examples is ‘Amazon’. Amazon uses analytics at every level and scale. Amazon has it’s own analytics tool called ‘Amazon Web Services’, which collects the data about the customers who visit their site, analyzes the data collected to uncover the buying patterns of different customers