With online business growing by leaps and bounds, today’s corporate management, along with those responsible for the day to day running and effectiveness of an organisation’s online presence, have long appreciated that in order to maximise their online business they first have to be able to analyse and understand it.
In other words, you can’t fix or improve something if you don’t know, and know with total certainty, what’s wrong with it, and in order to do that with complete confidence, impeccable data providence is mandatory.
Up until recent times, the wherewithal to attempt to gather and glean this core data was generically termed web analytics and was made up of many approaches and methods, all of course, with different pros and cons.
Historically, web analytics products have been from two camps, ‘logging’ and ‘tagging’. Logging being a process of analysing webserver- log files which, due to its limitations, was extended to include the adding of custom html tags to the page so as to generate custom log files i.e. extended logs; an approach designated as tagging.
Tagging, in spite of its wide application, often causes consternation and aggravation for many concerned due to its inherent inflexibility, the very long deployment time involved and the attendant, unavoidable high costs.
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