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Date sent - University of Southern Maine
Date sent - University of Southern Maine

... The Marketing Data Analyst position is critical to the effective deployment and assessment of advertising and communications developed to drive applications and registrations for undergraduate, graduate and professional development programs at USM. This position will be responsible for supporting th ...
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Web analytics

Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.Web analytics is not just a tool for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.There are two categories of web analytics; off-site and on-site web analytics.Off-site web analytics refers to web measurement and analysis regardless of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.On-site web analytics measure a visitor's behavior once on your website. This includes its drivers and conversions; for example, the degree to which different landing pages are associated with online purchases. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a website or marketing campaign's audience response. Google Analytics is the most widely used on-site web analytics service; although new tools are emerging that provide additional layers of information, including heat maps and session replay.Historically, web analytics has been used to refer to on-site visitor measurement. However, in recent years this meaning has become blurred, mainly because vendors are producing tools that span both categories.
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