WEB ANALYTICS
PAPER: WEB ANALYTICS 2.0: EMPOWERING CUSTOMER CENTRICITY Introduction Web Analytics is a mixture of science and art and its goal is improving the customer’s experience while surfing a website. Why is it a science? - It is a science because it uses a scientific methodology and techniques such as statistics, data mining etc. Why is it an art? - It is an art because improving a website requires creativity balancing user-centric design, content, image, promotions etc.