Abstract
When it comes to gathering data about website visitors, page views and activity on your site, the chances are that your business is using either a cookie- or IP address-based approach. These data are your online management information and are likely to form the basis of decisions about online business expenditure, the value of online marketing activity and the impact the web is having on your overall customer value. But what if the metrics on which you are basing these strategic business decisions are fundamentally flawed? This paper discusses the results of a study undertaken to examine this issue in more detail.
Article PDF
Similar content being viewed by others
Avoid common mistakes on your manuscript.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Cook, P. What are your web data good for — Time for a rethink on web analytics standards. J Direct Data Digit Mark Pract 6, 54–61 (2004). https://doi.org/10.1057/palgrave.im.4340268
Revised:
Published:
Issue Date:
DOI: https://doi.org/10.1057/palgrave.im.4340268