The never-ending story
The online market place is a fluid and evolving environment. The type of information tracked one day does not necessarily remain the same over time. And as your campaigns change and the target audience shifts, the information you track and the resulting data that you receive will also change and need to be refined (see diagram below).
In summary
There are many web analytics solutions available today. Most, if not all, enable you to capture customer online behavior with a degree of certainty. However, these solutions vary considerably in how they collect the data, the type of information they maintain, and their capabilities to analyze and take action on the data.
As more marketing resources move from offline to online channels, web analytics will continue to grow and grow in complexity -- but remember keep it focused.
Jason Steele is web analytics director at Acceleration.
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