From InternetRetailer.com
Although the web site analytics market has matured with nearly 50 providers of analytics products and services, many retailers
have barely scratched the surface in using web analytics technology, industry expert Matthew Berk says.
Berk, an independent industry analyst formerly with Jupiter Research who specializes in web analytics, says some of the key techniques that retailers are under-utilizing are testing and comparing site traffic and conversion rates against different product segments, measuring the impact of multiple marketing campaigns on site traffic and sales, and split-run testing of different versions of web pages.