Introduction to tools and techniques for web analytics

Organizations need to select the most appropriate tools for collecting and reporting metrics which meet requirements such as reporting of marketing performance, accuracy, analysis and visualization tools, integration with other marketing information systems (import, export and integration using XML standards), ease of use configuration (e.g. creation of custom dashboards and email alerts), support quality, cost of purchase, configuration and ongoing support.

Techniques to collect metrics include the collection of site visitor activity data such as that stored in web analytics systems and in site log files, the collection of metrics about outcomes such as questionnaires and focus groups, which collect information on the customer’s experience on the website.

Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and practice (Vol. 5). Harlow: Pearson.

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1. Introduction to web analytics

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3. Creating a performance management system

4. Defining the performance metrics framework

5. Introduction to tools and techniques for web analytics

6. Collecting site-visitor activity data

7. Design for analysis

8. AB and multivariate testing

9. Clickstream analysis and visitor segmentation

10. Selecting a web analytics tool

11. Marketing research using the Internet

12. Questionnaires

13. Focus groups

14. Mystery shoppers