Abstract: The consumer behavior has increasingly been dependent on data collected from web and social media sites. This research examines the use of web and social media analytics by businesses to obtain meaningful insights into consumer choice, interaction trends, and buying habits. Through an analysis of some of the analytical tools and methods, such as sentiment analysis, traffic inspection, clickstream analysis, and social listening, the study emphasizes the significance of real-time data in informing marketing strategy and customer experience. The essay also addresses issues related to data privacy, multi-channel data integration, and dynamism of online consumer activity. Finally, this research highlights the revolutionary potential of digital analytics in powering data-driven decision-making and building more robust consumer-brand relationships. The research also presents actual case studies of companies effectively leveraging these findings to inform marketing practices, with talk around data ethics, privacy, and algorithmic justice. Overall, this study emphasizes the importance of digital analytics to develop more targeted, personalized, and efficient consumer engagement strategies in an age of rapid digital innovation.

Keywords: Consumer Behavior, Web Analytics, Social Media Analytics, Digital Marketing, Online Consumer Insights, User Engagement, Sentiment Analysis, Data-Driven Decision Making.

| DOI: 10.17148/IARJSET.2025.125156