Site Analysis
Web analytics is the study of online behaviour in order to improve it.
There are two categories; off-site and on-site web analytics.
Historically, web analytics has referred to on-site visitor measurement. However in recent years this has blurred, mainly because vendors are producing tools that span both categories.
In addition other data sources may also be added to augment the data. For example; e-mail response rates, direct mail campaign data, sales and lead information, user performance data such as click heat mapping, or other custom metrics as needed.
We use website log files (AW-Stats) and page tagging (Google Analytics) to do our on-site analysis.
Our off-site metrics can include benchmarking of sites sharing the same market space and of similar size. We use NedStat, WebTrends and Neilsen NetRatings
Off-Site
Off-site web analytics refers to web measurement and analysis irrespective of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.
On-Site
On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.
