Web analytics: State-of-art & literature assessment

As we enter the 24th year from the time World Wide Web came into being, it is apt to reflect on the ground-breaking efforts of web optimization and the building blocks of contemporaneous web analytics solutions. Everything on a Web is a process and it calls for complex decision-making; especially when it comes to forming customer-centric web strategy; which is the ultimate soul and goal of any Web program. This needs to deal with both voluminous and diverse nature of data. The diversity, on one hand, equips us with many tools. On the other hand, the plethora of possibilities creates misconceptions. We survey this fascinating field of web analytics along length and breadth of its process, technology and applications.