Web analytics are the heart. But insights bring the soul.
Modern web analytics takes everything great about modern data science — from complex segmentation to predictive tools to real-time reporting — and applies it to the original digital channel. This gives you real insights that drive the decisions that help both your customer and your bottom line.
Web analytics marketing — way beyond vanity metrics.
The web is still at the heart of most digital marketing practices. So web analytics is just as important as it’s always been. But while digital marketing has evolved into a complex dance of channels and interactions, many organisations are still looking at web metrics the way they did ten years ago.
Reporting visits and measuring page views isn’t enough any more. To really take advantage of the power of the web, you need to measure customer pathing, traffic sources, content effectiveness and video engagement. You need to know more than who’s coming to your site. You need to know why. To know the best page or product to show them. What they’re looking for and how one interaction will affect all the rest. And you need to know now.
Because the web is central to most digital experiences, website data analytics plays an important role in answering these questions. But to really know all this, web analytics can’t live in a silo. Real insight comes from putting web data together with all your other channel data and understanding them together.
Adobe can help.
Adobe Analytics has evolved beyond simple metrics to use machine learning, artificial intelligence and other modern data analysis to become the industry’s leading web analytics technology — delivering more accurate customer insights, faster than ever. That’s why we’re a Leader in The Forrester Wave™: Web Analytics, 2017.
Adobe web analytics accelerates the organisation and preparation of data with the help of Adobe Sensei. You get powerful segmentation and easy-to-read visuals of your website data. And you have ability to easily curate all of this so anyone in the company can to find their own insights, freeing you up to do the deep data science you were hired to.