Simplifying web analytics for digital marketing

While the advent of big data technologies has raised challenges in the data management landscape but it has also created new opportunities for acquiring and harnessing data to its greater potential. Marketing has gone beyond traditional means. Digital channels including social media and blogs have become persuasive to an extent that they are not only seen as a means of entertainment and networking but also provide an active platform for hosting marketing campaigns and consequently impacting organizations sales and profitability. In this paper, we propose a framework that provides a competitive advantage for an organization's marketing by providing analysts with a visibility into the tag behavior on their organization's site in real-time. A tag is a piece of code that gets embedded on web pages to collect site and visitor's browsing behavior. In this paper, we present an overview of our approach along with some details on how our tool implements the proposed framework. Our idea aids in automating the discovery and identification of marketing tags firing on a website which is significantly challenging if done manually.