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Web Analytics

Web Analytics

Web analytics platforms track activity and engagement of both anonymous and named visitors to allow marketers to measure the impact and effectiveness of their marketing and Web site activities. By providing a platform and/or data to support analytics integration with other marketing vehicles, they provide a complete view of marketing engagement. The key functionality of Web analytics platforms includes the ability to track visits to Web pages, interactions with specific elements of a Web page, and the complete path of a single user across a Web site (including points of entry and exit). These platforms also enable marketers to track an individual user by name or other form of unique identifier as well as gather information, such as geolocation, browser and device type. In addition, to support the need to track user experience and engagement across a range of digital interaction types, Web analytics can provide a platform to integrate and analyze data across a variety of interactions and provide data to other data analysis platforms. Show less...

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