As for the definition of the term, web traffic analytics deal particularly with the data about user’s activity on a certain website. In the web and information architecture’s point of view, analytics is all about designs and other creative way to express ideas that is why they spend most of their time creating prototypes, design testing, and finally interpret the end-results to resolve issues and provide better understanding about user’s experiences on the website.

Web traffic analytics tells you where does data come from. Through the use of web analytics software programs, real data about real behavior of users can be generated and interpreted. So, the use and positioning of web traffic analytics, along with data mining, patterns and relationships can be identified to better understand the behaviors of customers. Apart from the web traffic analytics and data mining, business enterprises can still acquire customer’s behavior and insights via the use of the following: loyalty program data like flyers and rewards, data purchasing, the customer’s service contacts, and finally the customer’s response toward promotional activity like web registration, mail-in response or e-mailing.

Once, data are gathered and collected using the software program of web analytics, the data should that came from the user will be studied. This study will mainly focus why users were directed to the website and then finding out what part or are of the website gained the user’s attention. The data that will be gathered usually comes from the web server logfile analytics used by webmasters in monitoring the level of traffic on their servers.

However, the purpose of web log servers today are focused most of time in business and marketing aspects. This is why the results that were collected, which is interpreted in the forms of tables, charts, pies, graphs, and others, will inform the marketers about the customer behavior measurements that were collected to provide solution and enhance more the marketing strategies that have been employed.

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