Web Analytics focuses on the
interactions of customers with a company's website. It leverages data from web server logs
and corporate databases to obtain business intelligence on existing and
potential customers. Web Analytics is
extremely powerful when data from web server logs is integrated with data from customer and sales databases
in a Data Warehouse.
Web Analytics provides business intelligence used to:
- identify technical and
navigation website issues
- better understand the customer's unique needs, interests and
patterns
- identify improvements for website design.
The business intelligence that is gained can be used
to design customized web sessions for groups of users that are based on
demographics common interests and similar behaviors. For example, a
web session can be customized based on the gender, language or geographic
location of the visitor.
Customizations to sessions can entail presenting visitors with web content and
advertising that is of direct relevance to them. By improving the user
experience,
businesses can increase sales and visitors can be motivated to return to
the site.
