Summary
Web analytics allows us to optimize the performance of the products and services sold online. The information obtained enables us to improve the way in which we communicate with clients, thanks to a deeper understanding of our customers and their consumption patterns. In this chapter, we have dived into a basic understanding of this data and how it can be used to determine the CLV of our customers, understand their characteristics, and identify key metrics to establish a successful digital marketing plan.
The next chapter will look into the considerations made by several industry experts on how data, machine learning, and BI can be used in real-life business contexts to improve operations.
