Web analytics tools and web metrics tools: An overview and comparative analysis

The aim of the paper is to compare and analyze the impact of web analytics tools for measuring the performance of a business model. Accordingly, an overview of web analytics and web metrics tools is given, including their characteristics, main functionalities and available types. The data acquisition approaches and proper choice of web tools for particular business models are also reviewed. The research is divided in two sections. First, a qualitative focus is placed on reviewing web analytics tools to exploring their functionalities and ability to be integrated into the respective business model. Web analytics tools support the business analyst's efforts in obtaining useful and relevant insights into market dynamics. Thus, generally speaking, selecting a web analytics and web metrics tool should be based on an investigative approach, not a random decision. The second section is a quantitative focus shifting from theory to an empirical approach, and which subsequently presents output data resulting from a study based on perceived user satisfaction of web analytics tools. The empirical study was carried out on employees from 200 Croatian firms from either an either IT or marketing branch. The paper contributes to highlighting the support for management that available web analytics and web metrics tools available on the market have to offer, and based on the growing needs of understanding and predicting global market trends.