Jeff Rajeck says, “To many brands, web analytics is all about reporting. They use their website data to see which pages are popular, track their site’s bounce rate, and understand the customer journeys which drive conversions.

But in 2017, argues Tealium’s Andy Clark, we will see the role of web analytics greatly expanded. It will, he states, be used both to enhance external communications as well as internal analysis.

According to Andy, in 2017 we will see brands:

1. Combine web analytics with marketing automation for a 360-view of the customer

In the past, customer views to websites were largely used for one thing in marketing – to create a personalised ad campaign through retargeting. That is, if someone visited a web page for ‘red shoes’, we made sure that those ‘red shoes’ followed them all around the internet.”.

Two innovative ways brands will use web analytics in 2017

EConsultancy


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