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In-Depth Web Analytics
Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. However, Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.
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Web analytics help in many aspects of
website development and online promotion.
Here are the main ones:
1
Development of site functionality based on trends in visitors behavior
2
Evaluation of the effectiveness of advertising campaigns and search engine promotion on the Internet
3
Identification of problem areas in the structure, navigation and content of a website
4
Optimization of the product line presented on a website
Statistics of attendance of sections and web pages of a website allows you to understand:
  • Number of viewed web-pages;
  • Keywords and phrases which visitors used to find a website in search engines;
  • Visitors GEO;
  • Time spent on a web page by a visitor;
  • Navigation between web pages;
  • Website audience (random, regular visitors, etc.);
  • Ease of site navigation for visitors, etc.;
  • Analysis of conversions and associated conversions.

The capabilities of analytics systems are essentially limitless, and they can be applied in a wide variety of business areas for a variety of tasks.
For example, employees of one company that develops data processing algorithms have figured out how to select seat neighbors on a flight based on data from social networks, purchases history, etc. They tested their algorithm on a real flight. At the end of the flight, the flight attendants filled out a questionnaire, and it turned out that it was the most talkative flight ever.
For the airline, the commercial interest of such analytics is to create a loyal audience and increase revenue from the sale of alcohol
and souvenirs on board.
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