Majority of companies would probably like to achieve profit maximization while spending minimal amount of budget on consumer analysis. Marketers’ analysis on consumer behaviour is critical; therefore, gathering information is important as well.

After gathering the precious data, marketers’ job is not done. The most important part comes after, analyze the data. Web analytics systems can be usually categorized into two approaches, server-based and browser-based. Served-based approach is usually generated automatically in first-party server log files form. On the other hand, browser-based approach is useing JavaScript code embedded on html pages to let other server site know each time the page is loaded into a web browser. Google analytics is an example of browser-based approach, it has more flexibility in terms of information that marketers want to record. One of Google analytics’ advantages over its rival is that it is free.

In the article, “Web Analytics Primer: Five Metrics Demystified,” Michelle Megna basically reveals how to do web analytics in five steps. The first step she stated is “to get brief understanding form original data.”  Understand what the data is telling you and what to do next. Following that the second step is describe as understanding what traffic sources are. The third step is to fix stuff and saving money from learning rate metric.” The fourth step is Site Overlay which means the company can understand what pages customers view the most and what pages they do not like in the websites. The last step is focus on the report, outcome, that shows companies areas need to be changed and improvement.

In conclusion, web analytics allow web marketers understand area of improvement needed for their sites, pages are often visited by viewers. Marketers can learn from data analysis and success for future references.

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