Copyright by Avinash Kaushik

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Chapter 1. Web Analytics—Present and Future

On March 20, 2007, a search on Google for "web analytics" + definition returns 642,000 results in 0.11 seconds. It is a testament to the complexity and long history of this wonderful topic (and to how fast Google can return results).

The Web Analytics Association (http://www.webanalyticsassociation.org) has recently proposed a standard definition for web analytics:

Web analytics is the objective tracking, collection, measurement, reporting, and analysis of quantitative Internet data to optimize websites and web marketing initiatives.

The dawn of web analytics occurred in the 1990s. However, the preceding definition—the very first standardized definition—was not proposed until 2006, a reflection of how young ...

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