Introduction

This training aims to help you understand the language of the Internet business and to use different techniques to improve the performance of your website and consequently your turnover.

This thanks to different techniques, in order to improve the performance of your website and therefore your business.

Although web analytics is a technical field, we will explore different aspects of this topic to establish its importance in the modern business world.

Well, first of all, we’re going to provide you with a basic understanding of what web analytics as a language is, and what big data is. Let’s take the example of any system. The functions are connected to each other by mutually dependent modalities and arrangements, like the weather you see around you. To the layman, the signs, signals or “language” of the climate mean little or nothing, but to a meteorologist, they are gigabytes and gigabytes of data that can be analyzed to find many possibilities. Behind these analogies, and this is what brings us back to our book and its objective: to make you fluent in the language of web activity, to conduct analysis of this activity (now called web analytics) and to use it in your

in your business, organizational, social or personal sphere or context.

In addition to this theoretical and practical knowledge, we will introduce you to the history of web analytics, how it began to evolve from the first basic and rudimentary visitor counters, to the wide range of tools that open up the entire demography of the internet to today’s web analyst. It was Steve Jobs, the late owner and founder of the ingenious Apple Corporation, who once remarked that in the future, only those who know how to read data will be able to cause changes in what that data measures.

So, like a farmer who looks for information to analyze in the moisture of the clay in his fields, the humidity of the air, the formation of clouds for signs of rain, the resistance of pests or the life cycles of nitrates and other minerals needed for agriculture to thrive – or even more like the highly regarded financial analysts who analyze market trends and the stock market – the web analyst is essentially a computer expert. He understands how a website grows, shrinks, why it grows and why its traffic decreases. He sees that what appears to be lines of code or data indecipherable to the layman, is an elegant and significant treasure trove of information that can make or break a website; information that can make or break a website’s popularity, ranking and traffic.

Finally, we will examine the relationship between e-commerce and web analytics and why in today’s business environment it is essential to involve web analytics to understand one’s business, make the right decisions and measure the effectiveness of those decisions.