Traditional web analytics as defined by wikipedia is a microcosm of what is expected to continually evolve with increasing numeratis in Google, Twitter etc.
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.[1]
Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Web analytics applications can also help companies measure the results of traditional print advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.
As seen above, the current definition is akin to simple tasks that consulting companies are focused on i.e. proliferation of analytics for coporate strategy level problem solving. Yet it is a very very long way away when these tools can supplement behavior i.e eliminate humans needing to make decisions. Digital marketing is the only area that is getting close to tthis realization even though one can say that it is still a few years away.
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