Web analytics is the process through which a web site tracks visitor behavior to determine the reasons for that behavior. The data thus gathered is then used by the site to further its business goals. The web metrics used to track visitor behaviors include referring methods, search terms, technology use, page paths, entry/exit pages, and geo-segmentation. Compound metrics, such as ratios that combine 2 or more single metrics, can also be used for tracking visitor behavior.
Over the past few years, the field of web analytics has matured to the point where user behavior can be analyzed in an effort to improve website design and users’ experiences of the websites, and to help companies become more effective in delivering their products and services. Web metrics can be dissected in many ways to produce a sophisticated level of information. However, analyses must be performed in such a way as to create useful information that will facilitate acting on that information. Strategies must be developed to successfully utilize web analytics, and currently these analytical tasks are performed by people.
Presently, two types of web metrics tools exist: those using web server log data (log aggregation) and those using page-tagging. Due to the distributed nature of NSDL, using web server log files to track NSDL user behavior has been determined to be infeasible with regard to maintenance, processing, and detail of results returned. On the other hand, the page-tagging method allows individual web sites to control how data are collected on their sites and demonstrate connectedness to NSDL as a whole.
Web Analytics Strategy vs. Tactic
1. Web analytics solution that you utilize is a tactic. The strategy is in the reports that you run.
2. The reports that you run are a tactic. The strategy is to start with your key performance indicators (KPIs)
3. The KPIs are a tactic. The strategy is to provide, free up, and incentivize your web analytics team so that they will focus on value generating analytics vs. lollygagging or answering to never ending reporting requests
4. The web analytics team and incentives is a tactic. The strategy is to compete on analytics
5. Competing on analytics is a tactic. The strategy is to treat your consumers well
6. Treating your consumers well is a tactic. The strategy is to increase their lifetime value to your company
