Web Analytics for Knowledge Creation

Abstract

Digitization efforts across the world have resulted in the need for businesses to own a website. All Fortune 500 companies run websites for either information dissemination or for transacting business. This has led to the increase in the number of websites as well as a growing competition to outdo each other. In order to gain competitive advantage, businesses need to have a detailed track of the activities going on their website to suffice their decisive knowledge. However, to monitor and to optimise the website performance, organisations need strong web analytics tools and skills. This work presents a comprehensive review of the web analytics tools and techniques, which are vital to report the website performance and usage. Present day practices of web analytics have been outlined from the perspective of business organisations, with suitable examples. A comparative analysis of the most important web analytics tools have been presented, including the free as well as subscription based tools. Future challenges and opportunities to web analytics practices have also been presented.