How To Use Web Analytics For Digital Marketing Performance Measurement
INTRODUCTION:
Selling the products and services are not so easy as making coffee. Marketing strategies are there to sell the product to the right customers at the right time. To promote the products and services in the turbo range manufacturers or organization needs the push called Marketing. Nowadays, those marketing strategies are booming to the next version with Digital Marketing. The research paper also illustrated the recent strategies of digital marketing with decision-making strategy1.
WEB ANALYTICS FOR DIGITAL MARKETING:
The advertisements and advertising pop-ups will appear for the concerned user based on the users’ website visits and logs. It may differ from user to user. Attracting the users via Social Media Marketing, Website marketing, Application marketing will scrutinize the product’s sales. Based on search engine optimization, Social media business applications and Websites grab their search engine consoles and promote the advertisements to attract users. Web Analytics is to collect and measure the data used by users through the website for understanding the user’s intention. The proposed work targeted the e-commerce sites to know the user’s intention based on their products so far2.
PERFORMANCE MEASUREMENT FOR DM USING WEB ANALYTICS:
Based on the website potential, the number of users the performance of the website can be measured. The Website trackers will monitor the number of user’s log as a research process to analyze the impact of Digital marketing and sales of the products through online forums. In this decade, most people want to purchase products online. Web Analytics will help to handle the data manipulation to induce productivity based on the predictions3.
TABLE 1 Methods and Concepts of Web analytics for Digital Marketing
FUTURE SCOPE:
1. Scrapping the websites based on the actual and purposed clicks on the sites by users. The proposed work focused the future estimations and enhanced the business objectives4
2. Clustering the group of website clicks as data points and estimating the user's intention to grab the Web analysis5
3. Establishing more Search optimization in most of the websites. The proposed work established the more core concepts regarding Search Engine optimization6.
SUMMARY:
Web Analytics induced Digital marketing far better than the past decade. Immediate ordering and placing of products online is bliss and happening due to Digital marketing. Without Web Analytics, Digital Marketing cannot be estimated for a particular website or web-based Application. Many proposed work has proven that Web analytics is vital to scrutinize Digital marketing.
REFERENCES:
1. Saura, Jose Ramon. "Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics." Journal of Innovation & Knowledge (2020).
2. Kirsh, Ilan, and Mike Joy. "Splitting the web analytics atom: from page metrics and KPIs to sub-page metrics and KPIs." Proceedings of the 10th International Conference on Web Intelligence, Mining and Semantic
