HOW TO: Use web analytics to grow your business

Businesses must evaluate their online marketing tactics in order to attract new customers and improve profitability, says Marcel Holsheimer, vice president of marketing, EMEA at Unica

Web analytics can give valuable insight into how your customers are interacting with your brand, and can shed light onto whether your company’s website is fulfilling its desired objectives.

A web behavioural data mart (a type of data repository) is a great way to organise information collected from individual customers online, which can then be utilised for both online and offline marketing programmes.