initial public offering (IPO) that year. Three
years later, Omniture was acquired by technol-
ography giant Adobe Systems for US$1.8 billion.
Adobe continues to develop the Web analytics
tools, which have since been integrated into
the company's suite of online marketing solu-
tions, the Adobe Marketing Cloud.
Web analytics is the measurement, col-
lection, analysis, and reporting of Web
Questions
the value of such
line retailer like Zappos.com. Using the
ics data, Zappos' analysts could study the
browsing behaviors of thousands of different
users to identify potential improvements to
their Web site. They might find that users get
stuck on a certain type of page and identify
changes to the menu structure to improve
the navigation. They may find that many
6-51. Why do you think Omniture services were so popular, given
the time period in which the company was founded?
6-52. Think of an online service (not retail) that you use
frequently. How could this company use Web analytics data
to improve its Web site and positively impact its business?
6-53. Do you think that Web analytics data capture is an invasion
of privacy? Why or why not?
MyMISLab™
|Based on:
business
ers, entertainment hubs, and news providers
Web analytics data provide invaluable
sight into the behavior of their users. The
companies that learn to effectively lever-
those data can make significant changes that
directly affect their bottom line.
Omniture. (2014, May 21). In Wikipedia, The Free Encyclopedia. Retrieved
May 30, 2014, from http://en.wikipedia.org/w/index.php?title=Omni-
did=609554331.
Anonymous. (n.d.). Adobe Marketing Cloud. Adobe. Retrieved May 29,
from http://www.adobe.com/solutions/digital-marketing.html.
Web analytics. (2014, May 28). In Wikipedia, The Free Encyclopedia.
Retrieved May 30, 2014, from http://en.wikipedia.org/w/index.php?
Web_analytics&oldid=610475657.
Go to mymislab.com for the following assisted-graded writing questions:
6-54. What is the meaning of support and confidence in the context of data mining?
6-55. Explain the difference between explicit and tacit knowledge.