Mode of access: World Wide Web.

System requirements: Adobe Acrobat reader.

Part of: Synthesis digital library of engineering and computer science.

Series from website.

Includes bibliographical references (p. 89-100).

Understanding web analytics -- The foundations of web analytics: theory and methods -- Introduction -- Behavorism -- Behaviors -- Trace data -- Unobtrusive methods -- Web analytics as unobtrusive method -- Conclusion -- The history of web analytics -- Single websites -- Library systems -- Search engines -- Conclusion -- Data collection for web analytics -- Web server log files -- Page tagging -- Conclusion -- Web analytics fundamentals -- Visitor type -- Visit length -- Demographic and system statistics -- Internal search -- Visitor path -- Top pages -- Referrers and keyword analysis -- Errors -- Conclusion -- Web analytics strategy -- Key performance indicators -- Web analytics process -- Identify key stakeholders -- Define primary goals for your website -- Identify the most important site visitors -- Determine the key performance indicators -- Identify and implement the right solution -- Use multiple technologies and methods -- Make improvements iteratively -- Hire and empower a full-time analyst -- Establish a process of continuous improvement -- Choosing a web analytics tool -- Conclusion -- Web analytics as competitive intelligence -- Determining appropriate key performance indicators -- Commerce -- Lead generation -- Content/media -- Support/self-service -- Conclusion -- Supplementary methods for augmenting web analytics -- Surveys -- Review of appropriate survey literature -- Planning and conducting a survey -- Design a survey instrument -- Laboratory studies -- Conclusion -- Search log analytics -- Introduction -- Review of search analytics -- What is a search log -- How are these interactions collected -- Why collect this data -- What is the foundation of search log analysis -- How is search log analysis used -- How to conduct search log analysis -- Search log analysis process -- Data collection -- Fields in a standard search log -- Data preparation -- Cleaning the data -- Parsing the data -- Normalizing searching episodes -- Data analysis -- Analysis levels -- Conducting the data analysis -- Discussion -- Conclusion -- Conclusion -- Key terms -- Blogs for further reading.

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This lecture presents an overview of the Web analytics process, with a focus on providing insight and actionable outcomes from collecting and analyzing Internet data. The lecture first provides an overview of Web analytics, providing in essence, a condensed version of the entire lecture. The lecture then outlines the theoretical and methodological foundations of Web analytics in order to make obvious the strengths and shortcomings of Web analytics as an approach. These foundational elements include the psychological basis in behaviorism and methodological underpinning of trace data as an empirical method. These foundational elements are illuminated further through a brief history of Web analytics from the original transaction log studies in the 1960s through the information science investigations of library systems to the focus on Websites, systems, and applications. Following a discussion of on-going interaction data within the clickstream created using log files and page tagging for analytics of Website and search logs, the lecture then presents a Web analytic process to convert these basic data to meaningful key performance indicators in order to measure likely converts that are tailored to the organizational goals or potential opportunities. Supplementary data collection techniques are addressed, including surveys and laboratory studies. The overall goal of this lecture is to provide implementable information and a methodology for understanding Web analytics in order to improve Web systems, increase customer satisfaction, and target revenue through effective analysis of user-Website interactions.

Also available in print.

Title from PDF t.p. (viewed on August 9, 2009).