Description

This SPIE discusses the foundation and structure of web analytics, key providers of web analytics products and services, and results obtained from the effective application of web analytics. It also describes how web analytics is a key building block for a related discipline—business analytics; how a recent acquisition by IBM positions the company to offer capabilities in both areas; and how web analytics integrates with an area that is core to the business for both communications service providers (CSPs) and large enterprises: customer relationship management (CRM).