This day and age has turned Web Analytics into a necessity for most businesses as it enables a company to track all digital marketing campaigns with their website as the central core. This tracking provides value in the context of developing a website, managing the website and testing various content. More recently, it delivers the ability to monitor all distributed and shared content.

Most new marketing technology solutions, and there are many, also facilitate the tracking of their results for presentation within Web Analytics software. The reality is that specific Web Analytics solutions are now closer to traditional Business Intelligence offerings for many organizations given the breadth of their coverage and access to data.

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