Web Analytics Significance, Tools, and Needs

Web Analytics
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Web Analytics
In today’s modern world where data drives businesses and shapes key business decisions, marketers, web developers and designers have fundamentally adopted new approaches in the manner data can be derived from a website. This data is useful for organizations as it enables them know what is and is not working to better steer their website in the desired direction. It is also important for website creators who rely on such data to create a higher conversion rate. Website analytics can be described as the process of collecting, reporting, and analyzing of website data. The website data is useful in determining the success of various goals, driving strategy as well as improving users’ experience. In this paper, there is an in-depth indulgent of the basics of web analytics as presented by Zach Olsen, a web analytics professional.
When looking at a web page, one of the major things about web analytics that is very helpful and should be focused on is the main goal. In the expert session video, Zach Olsen explains this using a chart as seen below (see next page). The chat describes the various uses that make it necessary for web designers as well as marketers to collect their website data. In the video, Zach Olsen puts web analytics as part of quantitative and behavioral section (Zach, 2015). This could be due to the fact that web analytics does not reveal everything about customers and other website visitors.
Zach Olsen, in the video, also outlines various useful tools for website analytics. These include: Google analytics, web trends, Adobe analytics, Click tale, Crazy egg and Hotjar
From the video, Web Analytics jobs are two-sided which include analysis and implementation. An analyst duty as described by Zach in the expert video include: developing and maintaining reports that are standardized and dashboards, identifying trending conversion and traffic, providing ongoing optimization and opportunities with optimum revenue and conducting lost-opportunity analysis to increase revenue (Zach, 2015). All these are geared towards enha...