What is Web Analytics?

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Since we launched BORYL, a lot of people have been asking us what does Web Analytics consist in, and what will BORYL offer to startups. We’re aware that Web Analytics can be considered as a new activity. That’s why we’ve decided to give you an understandable definition of Web Analytics, and detail the services offered by BORYL, in the following memo.


What does “Web Analytics” consist in?

The WWA (Web Analytics Association) defines the Web analytics as

“the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising web usages”.

Here is the definition we made about Web Analytics:

Web analytics represents the activity of measuring the audience of a website or application, and, collecting, analyzing and interpreting the data generated by this audience. With as a final goal, the understanding of the web usage of the audience, the optimisation of the website or application, and the optimisation of the traffic sources.

Web Analytics process

Web Analytics is here to collect the data, transform it into information, then into a knowledge, and finally into insights. From raw data, we want, at the end, to be able to take actions, regarding a specific objective.

Data to Insight Process

What is the ultimate goal of Web Analytics?

What comes next is pretty obvious and logic. A better question would be: Now that we know where our users are from, what they are looking for and what they are actually doing; what do we do?

Most of the time, what you have to do is compare your audience behaviour, to what your goals are.

If your goal is to maximise the acquisitions on your website, then you can use web analytics to optimise your conversion funnel and facilitate the path to acquisition for your customer by making sure they are not distracted by anything else on your website. If your ultimate goal is to make people contact you, then you can use web analytics and optimize your website in order to guide your users to your contact form or phone number.

In general, web analytics can also be used to:

  • Measure the efficiency of any of your traffic source
  • Measure the repeat rate of your service
  • Measure the effect of a change on your website
  • Detect any unusual behaviour on your website

Once you know and understand your users behaviour, you can optimize your website or application and make sure your audience is going where you want it to be, and doing what you want it to do.


What is BORYL role?

Web Analytics became mandatory for all web and mobile oriented projects. It needs to be executed with rigor if you want it to be helpful. Unfortunately, web startups are evolving in a fast paced environment, and web analytics is usually, or not properly done, or not done at all.

This is the reason why we created BORYL.

With our great expertise in Web Analytics, we are helping startups at every level of the web analytics process (Audience measurement, Data collection, Data analysis and interpretation, and website/traffic source optimization), so they can focus on other tasks and let us reach the goals they’re expecting.

Here is a shortlist of the services we are offering:

Initial study:

  • Study of the existing
  • Definition of the objectives to reach.

Measurement and Data Collection

  • Creation and Implementation of the tracking plan (tailored to your website and/or application)
  • Send and reception of the data on selected tools (Such as google Analytics, At Internet, and many others)

Data Interpretation and optimization

  • Dashboard creation to display the results
  • Optimization suggestions
  • AB testing
  • Optimization implementation (including traffic acquisition)

Obviously, those services can come together, or separated. We are aware that we are working with startups that are growing with financial and time restrictions.

Web analytics became a very important success factor for every organization. As companies are spending more and more money in digital marketing, maximising the profits generated by those investment is now mandatory. Understanding your audience is a must if you want to make sure that your users are reacting in accordance with your website or application’s purpose.

The Goal is to turn data into information, and information into insight.

Carly Fiorina, HP former CEO




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