What is Web / Digital Analytics?

Web or digital analytics is the collection, analysis, and understanding of user behaviour data on digital channels, such as our Website, Apps and Digital Store Browser. 

Questions that web analytics data can help to answer include;

  • How many customers are coming to our digital channels and where are they coming from?
  • What do they do when they arrive? What are their intentions?
  • What do customers like about our digital experience? What are the pain and struggle points of the journey?
  • How can we improve the customer’s journey so that ultimately, they have a better experience and buy more stuff?

In the Digital Intelligence team it’s our job to be experts in the data we capture –  what’s available, what it means, and how it can be used to make great decisions for our customers. 

As well as our main web analytics tool, Adobe Analytics, we have access to other tools that give market and customer context to the data. These include;

  • SessionCam – Session Replay & Heat mapping tool. We record customers using our website and can then watch their sessions back.
  • ForeSee – Customer Survey tool which we use to measure Customer Satisfaction (CSAT) and Net Promoter Score (NPS).
  • Bazaarvoice – Product Ratings and Reviews Tool.
  • IMRG – Digital Market Benchmarking Tool.
  • Hitwise – Provides data on trends in visitor and search behavior, visitor and website profiling and measures website market share.
  • Google Trends – A free tool from Google Search that shows how often a particular search-term is entered relative to the total search-volume across various regions of the world.

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