The term word analytics refers to the measurement used in analyzing the behavior of visitors to a Web site. It is the study of online behavior of website visitors and website owners use this method in order to improve their site.

Web Analytics has two categories, and these are:

1. Off site web analytic – pertains to web measurement and analysis regardless of whether you own or maintain a website. It covers the measurement of a website’s potential audience in terms of opportunity, share of voice in terms of visibility, and buzz in terms of comments that is happening on the Internet as a whole.
2. On site web analytic – pertains to the measurement of the visitor’s journey once on the website.  This covers drivers and conversions.  Example is landing pages, which encourage people to make a purchase.  On site web analytics seeks to measure your website context performance.  The data resulting to web analytic is compared against key performance indicators for performance and are later used to improve a web site or marketing campaign’s audience response.

In web analytics, analysis can include determining the chances for a given customer to repurchase a product after having purchased the product in the past and personalizing the site for customers who repeatedly visit the site.  It also include monitoring the dollar volume of purchases made by individual customers or by specific groups of customers as well as observing the geographic regions from which the most and the least customers visit the site and purchase specific products.  Web analytics enable businesses to predict which product customers are most and least likely to buy in the future.

The results of web analytics are presented in the form of tables, charts and graphs.

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