A major advantage of online commerce, particularly over other channels, is the ability to track and synthesize far more information about your customers. You are able to follow their online behaviour in detail, collecting and maintaining information in a database. However, simply gathering information is not enough, as the ability to collect, analyse, and take action on the data will ultimately determine your level of success.
This guide consists of seven sections, each of which describes key criteria for evaluating different Web analytics solutions. Each section consists of two parts—the first discusses relevant criteria for a topic question and the second contains a series of ‘yes or no’
questions to help you determine the breadth and effectiveness of a vendor offering.
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