Internet in its initial avtar was mostly a media that enabled people to communicate through email or chat and a source of information. However, with growing internet population, internet has broken the chasm to become more than a communication tool. It is more an enabling tool helping people to learn, network, shop and also communicate with people they have never known. Virtual communities get formed overnight and opinions on issues get expressed through blogs. According to IAMAI estimated website registrations under the “.in” domain surpass 150,000 i.e. more local content is being created. And more relevant content will attract more Internet users.
With all this activity going taking place on the web, a website has become a gold mine of information for marketers since visitors to websites offer valuable insights into consumer behavior. It has become the most far-reaching platform for marketing (there is a huge effort to establish brands online) and communication, the latest form being blogging. The Entertainment industry whether films, cricket or gaming have completely taken over the Internet. The social impact of the Internet is a huge aspect as well.
This realisation has given rise to the study of the behavior of website visitors or web analytics. In a commercial context, web analytics especially refers to the use of data collected from a web site to determine which aspects of the website work towards the business objectives; for example, which landing pages encourage people to make a purchase. Therefore web analytics is going to play a huge role in this growth in terms of the amount of data and insights that can be generated for maximum results.
Data collected almost always includes web traffic reports. It may also include e-mail response rates, direct mail campaign data, sales and lead information, user performance data, etc. this data is used to improve a website or a marketing campaign’s response.
According to Guy Creese of the Aberdeen Group an expert on the subject WA is the monitoring and reporting of web site usage so the new enterprises can better understand the complex interactions between the web visitor’s actions and web site offers.
In India the dependence on Web Analytics is increasing rapidly. Web and marketing companies alike, are encouraged by the growing PC penetration and the fact that there is still huge scope for increase. The limiting factor in the growth of Web Analytics is ofcourse turning out to be the non availability of resources. It being a nascent area, there are very few people who have credible experience in collating and analysing web data. Companies are struggling hard to find the right candidates for this job.
This limitation apart, the use of web analytics by marketers has caught on and before long it will become a trusted tool of the marketers. This is because the consumers directly leave their trail behind on the web thus providing very genuine data and insights to create effective communication campaigns.