proMENTE uses a wide range of different on-site and off-site web analytics tools, such as Google Web Analytics, KISSmetrics, Facebook Insight, Twitalyzer, in order to obtain more comprehensive and useful data.
Web analytics is the measurement, collection, analysis and reporting of Internet data for the purpose of understanding and optimizing web usage. Using web analytics methods we can analyze following data: where are users (visitors) coming from, what they are doing on web site, when and where do they leave, how long do they stay on web site, how often do they come back to the web site etc. Combining web analytics methods with qualitative methods can help to better interpret web statistics, to better focus on user (qualitative) research and to get better certainty of findings. In campaign evaluation, web analytics can help to measure or to better understand the effectiveness of campaign’s concept, identification of target audience and their behavior on web and to verify user feedback.