Basic Web Analytics and Web Intelligence

This chapter provides students with a basic understanding of how digital Web Analytics platforms work and covers how to set them up effectively. Web Analytics is expanding to cover more courses in the marketing curriculum at colleges and universities, including new courses that focus on Big Data and innovative uses of technology to improve business results. Some have envisioned the field of Web Analytics as being functionally like a stack of dominos. Adobe Analytics and Google Analytics offer report filtering, but they are evoked in various ways. Adobe Analytics has secondary dimensions but calls them “correlations.” Metrics are the currency of Web Analytics, which is an excellent “bean counter” containing much built-in intelligence about Web traffic and conversions taking place on a monitored website. Attribution models are a method that Web Analytics platforms decide which sources of traffic are making a bigger contribution to a conversion event.