Power of Digital and Web Analytics using Google Analytics.

Online presence plays a key role for most businesses today as the direct link to customers. Capturing customer interaction and subsequently leveraging the digital and ecommerce analytics data allows organizations to leverage the full power of their web presence. Identify a Google Analytics (GA) case study from your practical experience or from literature research which describes how any specific organization successfully leveraged the power of digital, or ecommerce analytics (including text mining). What was the benefit or competitive advantage? Provide formal citation for your case study and discussion response.

For example, in class, we review the CostaRicaFlores.com case study. This discussion will help set the stage for the final project using Google Analytics (GA) on the Google Merchandise Store (GMS) as you think about business problems on the GMS, and how web analytics provides business value by uncovering insights leading to improved business outcomes.