The paper “ The Impact of Web Analytics on E-Commerce from Management, Technology, and Organisational Perspectives” is a great example of the literature review on e-commerce. Websites provide the least expensive way of interacting with customers, irrespective of the organization. They offer a lot of utility in terms of the provision of information, promotion, market research, and marketing activity. Web analytics relates to studying the impact that a website has on the users that access it. Its software is normally applied in the measurement of concrete details about the visitors to a site, the number of visitors that may be categorized as unique, how they managed to get to the site, the keywords that they put into the search engine, the duration for which they stayed on the site, the links that they clicked and the time when they got out of the site (Panian, 2010).
As a process, web analytics has a considerable impact on management, technology, and organization. This paper discusses web analytics and its role in e-commerce. IntroductionThe relevance of Web AnalyticsWeb analytics is more than just a tool used in the measurement of website traffic as it can also be used in market research and business research.
It can further be utilized in as a means of determining and improving on a web site’ s effectiveness when well carried out. Its applications have the ability to enable companies in measuring the results gathered from the traditional form of advertising campaigns. It also helps in estimating how the traffic to a website might change upon the start of a new advertising campaign (Burby & Atchison, 2008). According to Oz (2009), getting a visitor to stop at a business website is only 10% of success.
The task that underlies everything is that of making them do something that may be reported as a reason why the site exists. This could for instance be the signing up for some newsletter, offering feedback or decision to purchase something that is offered at the site. A visitor who takes such action is then converted into a customer. The goal of the process is therefore the maximization of conversion rates. A large number of website owners assume wrongly that there is no much that they can do in order to raise the conversion rate, and as a result they concentrate on maximizing the number of hits on their site.
Visitors who eventually get recorded as having used the site end up being gawkers rather than customers.
Burby, J and Atchison, S, 2008, Actionable Web Analytics: Using Data to Make Smart Business Decisions, John Wiley & Sons: Hoboken
Chaffey, D, 2008, E-business and e-commerce Management: Strategy, Implementation and Practice, Prentice Hall: Harlow
Davenport, T and Harris, J, 2007, Competing on Analytics: the New Science of Winning, Harvard Business School Press: Boston
Meier, A and Stormer, H, 2009, eBusiness & eCommerce: Managing the Digital Value Chain, Springer: Berlin
Mortensen, D, 2009, Yahoo! Web Analytics: Tracking, Reporting, and Analyzing for Data-driven Insights, Wiley Publishers: Indianapolis
Oz, E, 2009, Management Information Systems, Pan Books: London
Panian, Z, 2010, The Path to Web Intelligence Maturity, World Academy of Science, Engineering and Technology, Vol. 66:1618-1624
Sponder, M, 2011, Social media Analytics: Effective Tools for Building, Intrepreting, and Using Metrics, McGraw-Hill: New York