Web analytics and customer analytics are often confused with one another. However, both these terms are distinct from one another. Web analytics refers to the collection and analysis of web data to maximize the usage of the site. Web analytics measures things that are considered by the webmaster. This includes factors such as the number of views, page loading time, time spent by the visitor on the site, and other factors. The performance of the website can be greatly improved using web analytics. It also helps to measure the effectiveness of advertisement campaigns. Customer analytics, on the other hand, is the process of identifying the customer information, which will help companies to deliver and meet their needs. Customer analytics forms the backbone of any marketing activity for a business. It includes techniques such as data visualization, predictive modeling, and segmentation. Here are some of the key parameters that distinguish web analytics from customer analytics.
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End Users
Data and product teams are the end-users of the data gained from web analytics. It does not have anything to deal with customer-facing departments. Customer analytics, on the other hand, includes customer-facing departments, who play a major role in implementing customer knowledge into action in the organization.
Customer Insights
Web analytics is not designed to provide information at an individual customer level. It is used to identify trends and patterns in the behavior of a group of customers. Customer data analytics provides in-depth insights on each and every individual customer of the business. This can help businesses track the traits of customers individually and target the right customers especially for marketing and ad campaigns.
Forecasting
Web analytics does not have the capability to help companies predict the future based on the traffic driven to the site or by the number of customers who visited the site. It can merely depict how successful the marketing campaigns of the company has been. Customer data analytics involves understanding customer behavior before reaching out to them. This behavioral study will let the company predict future leads, new customers, and references. This tool is really helpful for companies that have a huge number of customers like B2B, insurance, and real estate.
Information Provided
Marketing and data teams obtain information about website traffic with the help of web data analytics tools. Customer analytics tools provide contact and business information to sales and customer support teams who face the customers directly. This helps the customer-facing teams to get in-depth behavioral insights about the customers.
Data Organization
Data is organized around the website like page views, landing pages, and others in the case of web analytics. Customer data analytics, on the other hand, organizes data about the customers. Instead of focusing on the website data, if we concentrate on the customers’ data then the data becomes easier to control. This is because data related to customers are simpler to understand and use.