Rationale

Web analytics is the study of the behaviour of website visitors. In a commercial context, web analytics especially refers to the use of data collected from a web site to determine which aspects of the website work towards the business objectives.

A web analytics solution can be delivered in two primary ways: as a software package run by an enterprise or as a service, typically by an application service provider (asp). Mtracking is the de facto asp solution for web based site metrics due to it's marketing led approach to value analysis.

E-consultancy: the UK market for web analytics will grow 25% in 2007, from £56 million to an estimated value of £70 million. Organisations are increasingly seeing web analytics as a vital tool for online marketing and e-business, and using data to drive actionable recommendations.

In the real world of commerce, customer loyalty is a key factor in the success of a business. Pareto's Law holds true that 80 percent of sales are provided by 20 percent of customers. This is overlooked many online services because of their lack of a marketing led approach to business and, in particular data, mining to extract knowledge of user behaviour.

Mtracking extends a customer's business intelligence capabilities by integrating database and asp technology to provide real-time web reporting and analysis for business decision makers. Those who will gain most from this service include marketing executives, internet business managers, web developers and IT professionals. It enables the maximisation of the effectiveness of web campaigns and allows accurate measurement of the results of e-business programmes.