By measuring, collecting, analysing and reporting our online statistics we are better able to understand and optimize site usage. This means we can determine where and how we can improve our online performance and as a result provide a better service for the customer.

Through the use of web analytics we measure website traffic and also use it as a tool for conducting business and market research. For example, by estimating how the traffic to the website changes after the launch of a new product we can gauge the popularity of the item in question and the success of its marketing campaign.

By using off-site web analytics we are able to measure the site’s potential audience (opportunity), share of voice (visibility), and buzz (comments) on the world wide web as a whole, while the on-site analytics measure a visitor’s journey to, and through, the site itself: landing pages, exit pages, click through et cetera, providing the kind of data that will see us improve the site and audience response.