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Web analytics is a set of strategic methodologies implemented to maximize online and e-commerce activities. Web analytics extracts and categorizes qualitative and quantitative data to identify and analyze on-site and off-site patterns and trends. Analytic techniques and requirements vary according to organizational requirements.
Web analytics services may be supplemented with related sources, including email marketing response rates, direct mail, sales and website performance data.
Web Analytics studies reveal the following Web trends and patterns:
Web analytics tools were originally limited to on-site user analysis, but modern tools effectively combine on and off-site data for enhanced web activity analysis:
Popular data analytics tools include Konstanz Information Miner (KNIME), Data Applied, R, DevInfo and Zeptoscope Basic.