What is the purpose of Web Analytics?

Web analytics or in a broader context data analytics is to analyze the collected data of (potential) customers to collect insights about their online and offline behavior. With those insights you can optimize all the phases of the (digital) customer journey. In the preparation and execution of online campaigns you can use those insights in increasing the effectiveness and ROI.


One of the ultimate goals of the collected insights is to give the customers personalized offers. Only then you will be rewarded as relevant and customers will become more and more loyal.

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