20.7 summary
The ability to track user behaviour on the Internet allows for analysis of every
level of a digital campaign, which should lead to improved results over time.
The foundation of successful analysis and optimisation is to determine
campaign and business goals upfront and use these to determine KPIs for that
campaign. Analysing metrics which are not indicators of success will detract
from timely optimisation.
Web analytic packages come in two flavours: log file analysis and page tagging
analysis, although some packages combine both methods.