Study on Web Analytics Utilizing Segmentation Knowledge in Business to Business Manufacturer Site
Akiyuki Sekiguchi, Kazuhiko Tsuda · Procedia Computer Science · 2014
Web analytics of B to B sites is mandatory for improving usability and leveraging data for marketing. In this study we tried web analytics by some segmentation and confirmed it is effective. We defined some of the segment models (7 segmentation type) and examined web access using some segments. One of the most important segmentations is registered versus unregistered users and we confirmed user behavior is different with each segment. We confirmed key metrics like bounce rate, referrer, and exit page analysis are especially beneficial for B to B manufacturer site enhancement.