An important resource for online marketing research is web analytics. Web analytics provide an abundance of detail and data for the marketing researcher. Website visitors, including customer acquisition channels, keyword analysis, customer behavior while on the website, and at what point the customer departed from the website are all data points measured and evaluated through web analytics. 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. You will use online research to complete this assignment. The body of your paper must be at least 1,000 words and must also include a reference page. At least six citations from at least three online resources are needed to add scholarly support to the paper. Current APA format including title page, double-spacing, section headings, citations, and reference page is required. Please be sure to fully address each prompt below in your research paper response.
1. Through online research, develop a 250-350 word research-support discussion overviewing the function of web analytics, the benefits web analytics can provide a marketing researcher, and the types of analytic tools available.
2. Identify two web analytics providers, research their offerings, and provide a 250-350 word analysis that compares and contrasts the features and benefits of both web analytics offerings.
3. Select an online retailer (examples could be amazon.com, ebay.com, ford.com, or macys.com) and spend time researching their website. Write a 250-350 word analysis applying what you have learned about web analytics to the website you select. Detail the website’s organization, identify your assumptions for customer acquisition to the website, the website’s keyword strategy, and perceived consumer behavior while on the website. Please infer one or two conversion goals that the website might use to measure the effectiveness of their online marketing channel and determine what website page or pages may be most important to company conversion goal metrics.
4. Explain how your understanding of data analysis through web analytics has developed or changed as a result of the research you have conducted for this assignment in 250-350 words.