According to the Web Analytics Association, web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage.
Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research, as well as a means to determine and improve upon the effectiveness of a web site. Web analytics applications can also help companies measure the results of traditional print 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.
There are two classifications of web analytics; off-site and on-site web analytics.
Off-site web analytics refers to web measurement and analysis no matter if you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.
On-site web analytics measure a visitor's ‘journey’ once on your website. This includes its drivers and conversions; for example, which landing pagesencourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to maximise a web site’s potential or marketing campaign's audience response.
Historically speaking, web analytics has referred to on-site visitor measurement. However in recent years this has become a little less clear, mainly because vendors are producing tools that span both categories.
Mobile phone usage has also become a benefit for social media marketing. Today, many mobile phones have social networking capabilities: people are notified of any events and general happenings on social networking sites through their mobile phones, in real-time. This constant connection to social networking sites means products and companies can constantly remind and update followers about their capabilities, uses, importance, etc. Because mobile phones are connected to social networking sites, advertisements are always in sight. Also many companies are now putting QR codes along with products for individuals to access the companieswebsite or online services with their smart-phones.
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