engleski

Web analytics tools and web metrics tools: An overview and comparative analysis

The aim of the paper is to compare and analyze the impact of web analytics tools to business model performance. In that context are enclosed an overview of web analytics and web metrics tools, its characteristics, main functionalities and types. The modes of data collecting and the importance of the proper web tool choice due to implementation in particular business model are also indicated. Accordingly, the research is divided in two parts: in the first (qualitative) part the focus is on the analysis of web analytics tools in context of exploring its functionalities and business model integration capabilities. It is expected that web analytics tools support business analyst’s efforts to obtain useful and relevant insights in market dynamics. Thus the general approach to web analytics and web metrics tool selection has to be studious, not random. In the second (quantitative) part of the paper the focus in shifted from theoretical elements to empirical ones and accordingly are enclosed the output data as results of the study based on the perception of the web analytics tools user satisfaction. The empirical study is carried out between employees of 200 Croatian firms from either IT, either marketing domain. The contribution of the paper is inherent in emphasizing the management support that web analytics and web metrics are available to offer, relating to rising needs of global market trends understanding and predicting.

web analytics tools; web metrics; user satisfaction; business models; survey of the IT and marketing sectors in Croatia

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