Web Analytics : A Tool For Business And Market Research

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Web analytics is the study of how users interact with the websites by recording user related data, which helps in identifying different aspects of user’s behaviour. It is the measurement, collection, analysis and reporting of web data for the purpose of understanding and optimizing web usage. Web analytics can be used as a tool for business and market research and to assess and improve the effectiveness of a website.
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
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