Using analytics for understanding the consumer online

Iulia-Adina Zara (), Bogdan Calin Velicu, Maria-Cristiana Munthiu and Mihaela Tuta
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Mihaela Tuta: ACADEMY OF ECONOMIC STUDIES, BUCHAREST

Anale. Seria Stiinte Economice. Timisoara, 2012, vol. XVIII, 788-793

Abstract: To stay competitive companies need to understand the present consumer behavior and anticipate it for the future. As online businesses continue to grow and people spend more time on Internet, analytics services became essential in this new world of communication, globalization and localization. Web analytics provide invaluable insights into the behavior of visitors and consumers. The purpose of this paper is to analyze how the analytics data can be effectively used for understanding the present consumer behavior. The result shows that through the use of analytics a company can predict the future consumer behavior and tailor specific messages and promotions sent to each individual. Patterns and anomalies identified at this step can help improve overall understanding of business processes and web site content and design.

Keywords: web analytics; consumer behavior; business online (search for similar items in EconPapers)
JEL-codes: C10 C40 C87 D01 L20 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:tdt:annals:v:xviii:y:2012:p:788-793

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