Web analytics is the collection and analysis of data generated from users who visit and interact with a website or other digital application. An analytics review will help designers and developers to understand your users so they can gain insights to best meet your website and business objectives. The review provides other departments critical data points to better understand the existing architecture, traffic patterns, trends, outliers and usage points of the website.
Prior to beginning the analytics review, the discovery team will identify any specific areas of interest, topics to explore within the data analysis, and capture any questions.
The output of this activity is typically a written document that discusses the architecture and implementation of their current analytics account, as well as highlighting trends and outliers in the data over a period of time. It may also uncover trends or outliers which can be valuable when making digital marketing decisions.