Web Analytics: Functions and Benefits (Research Paper Sample)
An important resource for online marketing research is web analytics. Web analytics provide an abundance of detail and data for the marketing researcher. Website visitors, including customer acquisition channels, keyword analysis, customer behavior while on the website, and at what point the customer departed from the website are all data points measured and evaluated through web analytics. Web analytics also can provide geographic data and other valuable data points to guide the marketer in developing effective websites for engagement with the target consumer in the most appropriate manner.
You will use online research to complete this assignment. The body of your paper must be at least 1,000 words and must also included a reference page. Three citations from the course text and other resources as relevant to support discussion are required. Current APA format including title page, double-spacing, and citations must be followed. Please be sure to fully address each prompt below in your research paper response.
1. Through online research, develop a 250-350 word research-support discussion overviewing the function of web analytics, the benefits web analytics can provide a marketing researcher, and the types of analytic tools available.
2. Identify two web analytics providers, research their offerings, and provide a 250-350 word analysis that compares and contrasts the features and benefits of both web analytics offerings.
3. Select an online retailer (examples could be amazon.com, ebay.com, ford.com, or macys.com) and spend time researching their website. Write a 250-350 word analysis applying what you have learned about web analytics to the website you select. Detail the website’s organization, identify your assumptions for customer acquisition to the website, the website’s keyword strategy, and perceived consumer behavior while on the website. Please infer one or two conversion goals that the website might use to measure the effectiveness of their online marketing channel and determine what website page or pages may be most important to company conversion goal metrics
4. Explain how your understanding of data analysis through web analytics has developed or changed as a result of the research you have conducted for this assignment in 250-350 words.
Marketing research in Web Analytics
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Functions of web analytics
Web analytics have been found to be useful in in gathering data for the purposes of measuring web usage. The use of web analytics have been found to be useful for businesses not only in monitoring website traffic but also the flow of consumers and their underlying behaviors they visit the web site to find information about a given product or service. In short web analytics records every event that takes place within a website, providing every bit of information on when the person visited a website, what information they were looking for in the site and what time they leave the site.
This phenomena has supported market researchers in establishing contingency plans for optimizing the usage of the website as well as keeping company websites up-to-date. Additionally, web analytics allows companies and business entities, monitor the success of an advertising strategy as they monitor the flow of viewers who log in to the website (Tatnall, 2010). Consequently, the latter allows marketing researchers determine the number of users visiting the website for information as well as determining the number of people visiting a page. To this end, marketing researchers are able to gauge how popular the website is while adjusting key components to suit users’ needs.
A number of web analytics tools have been adopted by various businesses globally in the eve of tracking their website information
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