FAQs: Web analytics

Web analytics is a discipline which developed to permit reporting of activity on websites. Essentially it tells you about how many visitors come to your site, how long they spend and what they do while they are there. It has developed over time to include affiliated analysis activities such as landing page optimisation and layout optimisation via multivariate testing and control cells. The underlying techniques are all taken from traditional business intelligence and data mining processes.

This document, produced by the DMA Data Council, answers the following questions:

• What is web analytics?
• How does web analytics work?
• What data is captured by the page tag?
• How does web analytics differ from CRM or direct marketing analytics?
• Why should CRM practitioners use it?

web_analytics_faqs.pdf