Format:
1 Online-Ressource (116 Seiten)
Edition:
Also available in print
ISBN:
9781598298529
Series Statement:
Synthesis Lectures on Information Concepts, Retrieval, and Services #6
Content:
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
Content:
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
Note:
Description based upon print version of record
,
Understanding User -Web Interactions via Web Analytics; Synthesis Lectures on Information Concepts, Retrieval, and Services; ABSTRACT; Keywords; Preface; Acknowledgments; Contents; Chapter 1 Understanding Web Analytics; Chapter 2 The Foundations of Web Analytics: Theory and Methods; 2.1 INTRODUCTION; 2.2 BEHAVORISM; 2.3 BEHAVIORS; 2.4 TRACE DATA; 2.5 UNOBTRUSIVE METHODS; 2.6 WEB ANALYTICS AS UNOBTRUSIVE METHOD; 2.7 CONCLUSION; Chapter 3 The History of Web Analytics; 3.1 SINGLE WEBSITES; 3.2 LIBRARY SYSTEMS; 3.3 SEARCH ENGINES; 3.4 CONCLUSION; Chapter 4 Data Collection for Web Analytics
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4.1 WEB SERVER LOG FILES4.2 PAGE TAGGING; 4.3 CONCLUSION; Chapter 5 Web Analytics Fundamentals; 5.1 VISITOR TYPE; 5.2 VISIT LENGTH; 5.3 DEMOGRAPHIC AND SYSTEM STATISTICS; 5.4 INTERNAL SEARCH; 5.5 VISITOR PATH; 5.6 TOP PAGES; 5.7 REFERRERS AND KEYWORD ANALYSIS; 5.8 ERRORS; 5.9 CONCLUSION; Chapter 6 Web Analytics Strategy; 6.1 KEY PERFORMANCE INDICATORS; 6.2 WEB ANALYTICS PROCESS; 6.2.1 Identify Key Stakeholders; 6.2.2 Define Primary Goals for Your Website; 6.2.3 Identify the Most Important Site Visitors; 6.2.4 Determine the Key Performance Indicators
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6.2.5 Identify and Implement the Right Solution6.2.6 Use Multiple Technologies and Methods; 6.2.7 Make Improvements Iteratively; 6.2.8 Hire and Empower a Full-Time Analyst; 6.2.9 Establish a Process of Continuous Improvement; 6.3 CHOOSING A WEB ANALYTICS TOOL; 6.4 CONCLUSION; Chapter 7 Web Analytics as Competitive Intelligence; 7.1 DETERMINING APPROPRIATE KEY PERFORMANCE INDICATORS; 7.1.1 Commerce; 7.1.2 Lead Generation; 7.1.3 Content/Media; 7.1.4 Support/Self-Service; 7.2 CONCLUSION; Chapter 8 Supplementary Methods for Augmenting Web Analytics; 8.1 SURVEYS
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8.1.1 Review of Appropriate Survey Literature8.1.2 Planning and Conducting a Survey; 8.1.3 Design a Survey Instrument; 8.2 LABORATORY STUDIES; 8.3 CONCLUSION; Chapter 9 Search Log Analytics; 9.1 INTRODUCTION; 9.2 REVIEW OF SEARCH ANALYTICS; 9.2.1 What Is a Search Log?; 9.2.2 How Are These Interactions Collected?; 9.2.3 Why Collect This Data?; 9.2.4 What Is the Foundation of Search Log Analysis?; 9.2.5 How Is Search Log Analysis Used?; 9.2.6 How to Conduct Search Log Analysis?; 9.3 SEARCH LOG ANALYSIS PROCESS; 9.3.1 Data Collection; 9.3.2 Fields in a Standard Search Log; 9.3.3 Data Preparation
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9.3.4 Cleaning the Data9.3.5 Parsing the Data; 9.3.6 Normalizing Searching Episodes; 9.4 DATA ANALYSIS; 9.4.1 Analysis Levels; 9.5 DISCUSSION; 9.6 CONCLUSION; Chapter 10 Conclusion; Chapter 11 Key Terms; Chapter 12 Blogs for Further Reading; References; Author Biography;
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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.
,
Also available in print.
,
System requirements: Adobe Acrobat reader.
,
Mode of access: World Wide Web.
Additional Edition:
ISBN 9781598298512
Additional Edition:
Erscheint auch als Druck-Ausgabe Understanding User-Web Interactions via Web Analytics
Language:
English
Subjects:
Computer Science
,
General works
Keywords:
World Wide Web
;
Datenanalyse
;
Benutzerverhalten
;
Mensch-Maschine-Kommunikation
;
Electronic books
DOI:
10.2200/S00191ED1V01Y200904ICR006
