After implementing the online and social media / digital interactive plan, organizations need to evaluate how successful their strategy is in the digital space. The performance measurement and analytics processes involve monitoring the generated analytics and improving the measurement process for better assessment and insight generation.
“Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.”
In the dark, distant past – 1997 – the web was primarily about publishing.
Notice the evolving performance metrics for each of the phases of the lifecycle.
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