To enable successful performance of any company or business system, both in the world and in the Republic of Croatia, among any problems relating to its operations and particularly to maximum utilization and efficiency of the Internet as a media for running business (especially in terms of marketing), they should make the best possible use of the present-day global trends and advantages of sophisticated technologies and approaches to running a business. Bearing in mind the fact of daily increasing competition and more demanding market, this paper addresses certain scientific and practical contribution to continuous analysis of demand market and adaptation thereto by analyzing the log files and by retroactive effect on the web site. A log file is a carrier of numerous data and indicators that should be used in the best possible way to improve the entire business operations of a company. However, this is not always simple and easy. The web sites differ in size, purpose, and technology used for designing them. For this very reason, the analytic analysis frameworks should be such that can cover any web site and at the same time leave some space for analyzing and investigating the specific characteristic of each web site and provide for its dynamics by analyzing the log file records. Those considerations were a basis for this paper.