What is web analytics?
    • Web analytics is the objective tracking, collection, measurement, 
    reporting and analysis of internet data to optimize websites and wen 
    marketing initiatives. DAA (2005)
    Performance Metrics Framework
    • Measurements for assessing the effectiveness of internet marketing 
    can be thought of as answering these questions:
     • Are corporate objectives identified in the internet marketing strategy being 
      met?
     • Are marketing objectives defined in the internet marketing strategy and 
      plan achieved?
     • How efficient are the different promotional techniques used to attract, 
      interact, engage and retain visitors to a site?
  Diagnostic Categories for E 
  Marketing Measurement Chaffey (2009, pg. 583)
    Web Analytics Standards
    1. JICWEBS (The Joint Industry Committee for Web Standards in the 
     UK and Ireland)
    • http://www.jicwebs.org/agreed-principles/website-traffic-standards 
    2. DAA (Digital Analytics Association)
    • http://www.digitalanalyticsassociation.org/Files/PDF_standards/WebA
    nalyticsDefinitions.pdf
     
    Channel buyer behaviour
    • Once customers have been attracted to the site we can monitor 
    content accessed, when they visit and how long they stay, and 
    whether this interaction with content leads to satisfactory marketing 
    outcomes such as new leads or sales.
    •  If visitors are incentivised to register on-site it is possible to build up 
    profiles of behaviour for different segments. It is also important to 
    recognise return visitors for whom cookies or login are used.
    • Key ratios are:
     • Bounce rates for different pages, i.e. proportion of single page visits
     • Home page views/all page views e.g. 20% = (2358/11 612)
     • Stickiness: Page views/visitor sessions e.g. 6% = 11 612/2048
     • Repeats: Visitor sessions/visitors e.g. 2% = 2048/970