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Key Business Analytics by Bernard Marr

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Web analytics

What is it?

Web analytics is the process of analysing online behaviour so as to optimise website use and increase engagement and sales.

There are two types of web analytics – off-site and on-site. Off-site web analytics looks at what is happening on the internet as a whole and includes the measurement of a product or service’s potential audience, competition and online trends. On-site web analytics is the analysis of your own website. This includes collecting data on how many people visited the site, where they came from, how long they stayed, how they navigated the site and whether the visit resulted in a sale. Off-site web analytics is useful for assessing the market and opportunity whereas on-site is useful for measuring ...

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