Web Analytics Tools Market - Increasing Need of Multi-Channel Marketing and Rapid Increase In Cloud Adoption

Web analytics tools measures, assess and reports web data for purposes of understanding and optimizing usage of web. This tools studies the impact of a website on the users. Web analytics is a process of measuring internet traffic and can be used as a tool for business and market research. It helps firms to analyze and improve the effectiveness of a website. Web analytics tools helps enterprises to measure the results of broadcast advertising campaigns. It helps to estimate change in traffic on a website after the introduction of a new advertising campaign.

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Various analytics platforms and software such as Google Analytics 360, adobe analytics, Webtrends Analytics, gives information about the number of visitors on a website and the number of page views. The software helps in measuring traffic and popularity trends which is useful for market research. This helps in customer relationship management (CRM) as it provides ability to track and measure user’s visit on particular websites. Analytics of websites helps in understanding the behavior of users visiting the website. It helps companies to attract or retain visitors, goods or services and to increase their revenue. Key functionalities of this tools involves collection of data, processing of data into information, developing key performance indicators and formulating online strategy. The analytic can be done either on-site or off-site. Web analytics tools uses cookies to identify visiting pattern of users on websites.

The vendors in web analytics tools market are persistently concentrating on delivering widespread quality solutions such as search engine tracking and ranking and others. These solutions provide enterprise level analytics such as website visitor traffic mapping, customer purchasing behavior analysis, ad campaign management and others. This evaluated information helps enterprises to structure their business plans more effectively which enhances their online revenue generation.

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There is increasing need of multi-channel marketing and rapid increase in cloud adoption which is helping in the growth of web analytics tools market. The enterprises utilizes such tools to maintain their position in the market. Due to constant rise in e- commerce sector there is increase in use of web analytics tool to analyze the user’s preferences regarding different products. Factors such as increasing shift to data driven businesses, constant growth in e-commerce sector and marketing mechanization are expected to drive the web analytics tools market during the forecast period.

There are few open source vendors which use third party cookies. These cookies are sent from vendor’s domain, not from website being browsed by users. There may be some private networks that prevent site data to go to third parties. It will hinder the process of analyzing and tracking the user’s visit on websites. Thus, factors such as data privacy and regulations and compliance, open source vendors and lack of qualified experts are expected to restrain the web analytics tools market during the forecast period.

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