Web and Social Media Analytics Strategy

An analytics strategy helps an organization make better decisions using data and analytics. While web analytics helps organizations identify how to improve their websites, social media analytics help them improve how social media channels are used by offering strategic KPI use and monitoring. This is essential for maintaining an effective design and for using the web and social media analytics. In this chapter, we discuss the process of creating a web analytics strategy and a social media strategy. We also discuss how to select the appropriate analytical tools for websites and social media channels.