This week, your chapters will explore many different types of analytics, including web traffic analytics, social analytics, and customer experience analytics. Imagine you have been hired as a marketing professional for a department store. Management has expressed concern over the companys falling online sales and a series of failed digital marketing campaigns, but do not know why these trends are occurring. All they know is that customers who initially seem interested often turn to other stores to make a purchase.

Address the following situations:

Discuss 2 types of web traffic analytics that could provide insights on the performance of the companys marketing campaigns.

Discuss how you could gather information about the customer experience and identify points of concern.