Abstract
Indian e-commerce industry offers a very competitive marketplace to the retailers. However, with the enormous competition, online retailers need to understand and track the consumer behaviour on their website to generate profits. With the multi-channel growth of online retail, it has become very much critical to analyse these behaviours and correspondingly plan their operations. Web analytics has offered a number of tracking and analysis opportunities to the retailers, rather than just creating a sense from huge amounts of periodic batch data. The insight that they gain from such analyses is then used to direct, optimise, and automate their decision making to successfully achieve their organisational goals. Present work discusses the different categories of web analytics, along with their implementation and management perspectives. Web analytics strategy implementation process has been outlined along with the commonly used web analytics tools. A comparative analysis of the popular web analytics tools has been presented to indicate the specific choices. Also, the present day challenges and opportunities have been presented for the Indian retail market place.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Services and Operations Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
