Survey on Web Analytics

Abstract

Abstract

Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. However, Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how changes traffic to a website 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. A business needs it to collect the data about on-going activities, results, and effects of policies and strategies, etc., when it comes to online marketing. Web analytics comes to help to do this. Web analytics is used to determine the performance of investments assigned in terms of online advertises customers, and Business profitability, Web analytics plays an important role in calculating ROI of your business. This paper is intended to study the adoption of Business Intelligence (BI) with special emphasis on Mobile BI, in various fields during past 10 years and highlights the challenges faced by users in implementing the MBI in business intelligence. The study also emphasized on relationship between MBI and big data analytics, application of MBI, difficulties in using the MBI tools.