Web Analytics
In today’s world, technology plays a key role in every
aspect of life. Many innovations and technical tools are being developed and
introduced to the world. Among these is the web analytics tool, which is a
recent technology paradigm that enables businesses to track users’ behavior on
the Internet.
The main purpose of this tool is to collect data, analyze it, and
then use it to improve webpages. However, the collected data is not only used
for IT purposes, but also for marketing purposes. It helps in marketing research
by providing useful data for advertising.
The way this tool works is by recording
every move the user performs on the Internet, from mouse movements to online
purchasing. The collected data is then analyzed, and according to this analysis
the browser suggests and displays ads. For instance, if a user googled “Nike”
and visited its website, the ads that would appear for this user would
probably be a Nike product.
In other words, the ads that appear to online surfers come mostly from their online activities. A good example of a web analytics
tool is Google analytics, which is a powerful market research tool.
It collects
a huge amount of information about web-page traffic and visitors and provides
this data in a form of reports. The generated reports can be used to make
better marketing decisions about a website. To sum up, the benefits derived from using web
analytics tools are broader than advertising. The tools understand users' behavior and targets potential customers.
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