Open AccessEXPLORING THE VALUE OF YOUR WEBSITE ANALYTICS
Author(s) -
Sarwat Jahan,
Parul Martin
Publication year - 2019
Publication title -
epra international journal of economic and business review
Language(s) - English
Resource type - Journals
eISSN - 2349-0187
pISSN - 2347-9671
DOI - 10.36713/epra2999
Subject(s) - analytics , web analytics , visitor pattern , context (archaeology) , exploit , computer science , business analytics , data science , world wide web , knowledge management , business , marketing , the internet , web intelligence , web development , business model , electronic business , paleontology , computer security , biology , programming language
The recent wave of technological advancement has simply presented companies with a range of website analytics tools that can be leveraged for the purpose of collecting, analyzing and visualizing company’s website data (Bandaru et al., 2015). In this very perspective, the study investigated the value and benefits of website analytics, specifically in reference to the marketing performance management, while presenting an overview of the ways through which the organizations can exploit the metrics system in the 21st century. In this context, literature on performance measurement was reviewed and applied to the use of website analytics. With this specific focus, the study found that companies’ efforts in reference to the use of marketing metrics systems and the resulting outcomes are highly dependent upon the reasoning for the selected metrics, as well as the processing of metrics data, which may ultimately allow the businesses to further enhance customer footfall over their website. Given the fact that digital marketing has gained tremendous importance in both service and manufacturing industries, the study confirmed that the web analytics can help the businesses to harness the values resulting from it, and can ultimately result in a range of benefits resulting from marketing activities. From this perspective, the findings of the study confirmed that the most prominent value resulting from website analytics is in the form of crucial information about the visitor’s data, which can be utilized for optimizing organization’s content in accordance with the interest of the users (Farney, 2011). Simply put, organizations are not just competing against their competitors through traditional front, but also over the internet, which makes it exceptionally important for the businesses to identify their users who frequently visit the website to purchase goods, in addition to those that simply visit the website for information (Waisberg and Kaushik, 2009). This can ultimately become the source of company’s decisions, and may further help the business in undertaking strategies that are not just productive, but can also increase the web-traffic. In this very context, website analytics can be an important tool that can help the businesses in understanding their users’ behavior in addition to their demographics (i.e. age, gender, source of traffic etc.). Considering the findings, the study further proposed businesses to consider Google Analytics initially, since it is an open and free source. This can be used by businesses to learn more about web analytics, and once the business has gained command over it; it may switch to another analytical tools so that they can further leverage the data about consumers to make informed and logical decisions.KEYWORDS: website analytics, marketing metrics, digital world, visitors