Intelligent Analytics: Integrating Business Intelligence and Web Analytics

Lakshmi S. Iyer and Rajeshwari M. Raman
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Lakshmi S. Iyer: The University of North Carolina at Greensboro, USA
Rajeshwari M. Raman: Market America, USA

International Journal of Business Intelligence Research (IJBIR), 2011, vol. 2, issue 1, 31-45

Abstract: Organizations use web analytic tools and technologies to measure, collect, analyze, and report web usage data to help optimize websites. Traditionally, most of this data tends to be non-transactional and non-identifiable. In this regard, there has not been much integration with transactional data that is collected, stored, analyzed, and reported through Business Intelligence (BI). Emerging trends in web analytics provide organizations the ability to aggregate and analyze web analytics data with transactional data to provide valuable insights for building better customer relationship strategies. In this paper, the authors give an overview of web analytics tools, key players, new technology trends and capabilities to integrate web analytics with BI so organizations can leverage intelligent analytics for new marketing initiatives. While the benefits are significant, there are some challenges associated with the integration and a few possible solutions to address.

Date: 2011
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