Information Technology

Gartner Glossary

Web Analytics

Web analytics refers to a market of specialized analytic applications used to understand and improve online channel user experience, visitor acquisition and actions, and to optimize digital marketing and advertising campaigns. Commercial products offer reporting, segmentation, analytical and performance management, historical storage and integration with other data sources and processes. The tools are used by marketing professionals, advertisers, content developers and the website’s operations team, and increasingly provide input to automated tools that target improved customer experience.

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