Managing the Digital Enterprise—Web Metrics



Managing the Digital Enterprise—Web Metrics

Introduction

The creation and monitoring of Web metrics are fundamental to achieve good Web design. Web metrics are indicators that establish the success or failure of an Internet strategy, evaluation, and analysis to optimize digital marketing strategies. Web metrics are also known as KPI, initials of the words in English Key Performance Indicators There are two categories of web analytics: off-site and on-site. The off-site web analytics refers to web measurement and analysis is independent of whether the owner of the website or given maintenance. This includes the measurement of the potential audience (opportunity), share of voice (visibility) and hum (comments) about what is happening on the Internet as a whole.

Web analytics tools are responsible for capturing and processing information website to provide information on the behavior of users on the site: the site they come from, what they do on the site, which pages they browse, for how time, how many times you revisit the site, from which country they are, what type of Internet connection have, at what point they leave the site, at which step of a process of high dropout, etc (Suh, 2005).

The on-site web analytics measure a visitor's path once it enters a website owned by the person performing the analysis. This includes conversions for example which landing pages encourage people to make a purchase. Measurements of on-site web analytics compare key performance indicators and use it to improve a web site or the response of the audience against a campaign of marketing. Historically, web analytics has referred to the measurement of on-site visitors. However, in recent years there has been the convergence of both aspects, mainly because the vendors are producing tools covering both categories.

Discussion

There are many tools to manage these Web metrics, but Google Analytics is ...