The Web and Social Media Analytics Strategy chapter from our forthcoming book, Understanding Audiences, Customers, and Users via Analytics, covers the following.
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 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 selecting the appropriate analytical tools for websites and social media channels.
Jansen, B. J., Aldous, K, Salminen, J., Almerekhi, H. and Jung, S.G. (2023). Understanding Audiences, Customers, and Users via Analytics – An Introduction to the Employment of Web, Social, and Other Types of Digital People Data. Springer Nature.