Enhancing the Customer’s Centricity Through Web Analytics 2.0

This paper introduced an overview of Web analytic 2.0 and the BI tools that used to improve the marketing performance by attracting the target customers to their websites, BI tools used to help the managers in growing their business through different ways. This paper presents a background of this topic, in addition to the main problem that faces the recent businesses. The purpose of this study is also presented here along with the Web analytic process methodology, including the way used to define the goals, metrics, gathering and analyzing the required data for this process. The study significance shows the effect of applying Web analytic 2.0 which offers the companies metrics schemes to measuring the digital marketing performance.

The authors declare no conflict of interest.

Not applicable

The datasets used in this study are openly available at [repository link] and the source code is available on GitHub at [GitHub link].

This work did not receive any external funding.