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Successful business is based on information. Information quality and timeliness are the key of effective activity. Data analytics gives the business many opportunities: right goals setting and the most accurate result achievement, forecasts creating, trends identifying, strategy development, possible risks identifying and their consequences preventing or minimizing.

Among other things, analytics is also important in determining the company’s website effectiveness. Working with data on site performance and marketing strategy from multiple sources enables management to determine the company’s ability to meet expectations.

Website traffic check and comparative analysis with competitors’ websites provide a clear picture of business development on the Internet. The lack of this information makes it quite difficult to run business.

Let’s consider several reasons why analytics is important in the business management world:

• The target audience knowledge provides further movement understanding

The target audience is rarely stable and predictable, so its analysis is critical for strategy development, plans generation and goals setting. Such analysis may contain information about the age categories of users, their preferences, the platforms they use to browse the website. Tracking online users’ behavior makes it possible to timely identify various changes, new trends and promptly respond to them. Therefore, it optimizes the business marketing strategy and leads to effective operations.

• Promotes web optimization

There are many indicators, by determining which it is possible to say exactly how effective the site is. For example, a high bounce rate means «something» on the main page that prevents users from navigating further to other website pages. The reasons can be different: too much information on the main page, long page load time. Also, the reason may lie in incorrect marketing – the user’s request does not match the site information content. With the help of analytics, you can identify all the causes, eliminate them and set up correct and effective marketing.

• Helps reduce stress levels

Uncertainty and unexpectedness always provoke stress and frustration. Nescience and understanding lack of how to act can be a big problem for business owners. Failures can happen with a strategy and possession of all the information. However, understanding the reasons why a particular situation happened minimizes stress level and makes it possible to determine alternative development way. The analytics essence is to provide all the necessary tools to create an effective marketing and optimization strategy.

Analytics is the main tool for modern business management. Analytical tools implementation and usage make it possible to understand the business, track causal relationships and optimize the company’s activities.