Advanced Web Analytics and Web Intelligence

This chapter discusses Web Analytics stakeholder and describes basic and advanced segmentation in Web Analytic. Web Analytics captures the actions of visitors that take place on tracked websites, but not the marketing activity happening in other locations, outside of the site or offline. Web Analytics platforms are designed to measure the behavior of visitors on a website, and website design on visitors. Web Analytics platforms can divide visitors into different groupings, called segments. The most important reason to implement Web Analytics is to gather the data regarding a website’s chosen KPIs to provide the standard from which to compare changes in values over time. Almost all Web Analytics platforms provide “real-time” readouts of traffic with little or no latency. Web Analytics platforms can collect as much information about visitors as organizations, and particularly stakeholders desire. Publishers and newsrooms use Web Analytics to understand how their published content is being received by their online audience.