An important resource for online marketing research is web analytics. Web analytics provide an abundance of detail and data for the marketing researcher. Web analytics also can provide geographic data and other valuable data points to guide the marketer in developing effective websites for engagement with the target consumer in the most appropriate manner. After conducting online research using the Jerry Falwell Library, Google, or other sourcing methods, address the following:
Define web analytics and identify at least two benefits that web analytics can provide a marketing researcher.
Identify two web analytics tools available, and compare and contrast the features of those offerings. Which would you recommend?
Select an online retailer and research the website. Identify the website, the organization, and key assumptions about customer acquisition on the site. Make assumptions about the website’s keyword strategy and infer two or three conversion goals that the website might utilize to measure the effectiveness of their online marketing channels.
With Scripture support, describe how a Christian worldview may impact an organization’s approach to web analytics