Most companies in the B2B space are using web analytics to track the basics; page views, visitors, bounce rate, and similar metrics.  The true value that can be extracted from the way in which customers interact with a site isn’t lying in simple Google Analytics report. It’s buried in the wealth of data that can be collected from customer interactions.

The customer-centric strategy based on analytics is a must to succeed in the modern digital economy. While we collect more data it is all about how to analyse and use this data to create unique customer experience. By employing techniques of AI, predictive analytics and machine learning, real added value will be created for those who use it.