Web analytics is theassessment of a variety of data to help create a generalized understanding ofthe visitor experience online. The measurement, collection, analysis, andreporting of internet data for purposes of understanding and optimizing webusage.

Web analytics strategy adapts to the evolution of the web anddramatically expands the type of data available that will help to achievestrategic business objectives.Web analytics data comefrom a variety of sources, they are:           1.     Web traffic data reports2.     Web server performance data reports3.

     Web transactional data reports4.     Usability studies5.     User-submitted information and relatedsourcesThe two importantactors are playing vital role in collecting information, they are cookies andtags. Cookies:Unique identifierstored in browser files that allow the site to recognize a visitor and adapt content;usually has an expiration date and does not include personal information.Tags:Small set of JavaScriptcode that sends a record to the web log; includes page, user, and action informationand can be programmed to draw out custom information as well.PageCache refers to storing the visitor results from thesearch operation performed by the visitor, when the user is looking for particularweb page information in the website for the first time. It refers to an enduser feature that makes navigating through the web pages much smoother. Pagecache helps in retrieving the search results of the visitor much faster by storingthe information of the visitor with the help of cookies.

The types of web analytics challenges, businessesare dealing with today are: 1)     Too many metrics: This challenge occurs when using too many metrics without clearguidelines on what to do with the results. To overcome this, identify themetrics that are important to organization’s goals.2)     Data accuracy & Datasecurity issues: This occurs when site performance data is not accurate. Issues such asdata sampling with skewed results, ad block services that filter out valuableanalytics data, and incorrect data filters are only a few examples of where thingscan go wrong.

Beyond website analytics, mobile and web apps introduceadditional complexities. Even if mobile app analytics is spot on and trackingthe right metrics for the apps, this doesn’t ensure that you have fullvisibility of users’ various data sessions.  To overcome this, defineproper monitoring procedures, put security testing in place, and make sure toreach full application visibility to track performance at all levels and protect thesystem against application-level threats.3)       Selectionof multiple web analytics systems: Few companies invest hugeamounts for using more than one tool in business and at a same time because ofusing multiple tools it leads to discrepancies in reporting. To overcomediscrepancies in reporting methods and lower the cost of training and supportcan be achieved by standardize on a single tool.4)      Improving search engine marketing: In order to improve the marketing of a search engine itrequires a good and relevant publishing content, creating relevant links withinthe text and use alternative text descriptions.SearchRobots are the tools that many web search engines such asgoogle, yahoo use to build their databases.

These robots work like web browserexcept that they don’t require user interaction. Search robots are also knownas bots, wanderers, spiders and crawlers. Robots access web pages, often using links to locate and link toother sites. These robots scan through the website and tell the search engineexactly what information is on the page and what information visitors aresearching in the search engine.UniqueVisitor is a term used in web analytics that refers to thenumber of distinct individuals requesting pages from the website during a givenperiod. Here the visitor’s IP address is considered to identify whether the visitoris visiting the web page or website for the first time and in that case visitoris considered to be unique visitor. Each visitor to the siteis only counted once during the reporting period, so if the same IP addressaccesses the site many times, it still only counts as one visitor.

References1.     Kaushik, A. WebAnalytics 2.

0 : The art of online accountability& science of customercentricity2.     Peterson,E. (2004). Web Analytics Demystified3.



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