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Web analytics and data analysis are becoming far more important to business. These tools
and analysis allow you to judge on the performance of the business and at the same time
can help in forecasting. If well integrated web analytics and data analysis can provide
good recommendations and insights for the decision makers, and can also allow
immediate changes on the website (adding, removing, editing pages and/or content), and
again can help in improving media planning (and ad spend), and these kind of analysis
definitely help in the process of business optimization.
This is a practical empirical research rather than a theory based research. All the work is
based on real data from a blue chip company in the automotive Industry: FIAT UK.
Dissertation submitted in partial fulfilment for the degree of
MA in Electronic Communication and Publishing,
School of Library, Archive and Information Studies,
University College London.