Understanding User-Web Interactions via Web Analytics

Understanding User-Web Interactions via Web Analytics

Bernard J. Jansen
ISBN: 9781598298512 | PDF ISBN: 9781598298529
Copyright © 2009 | 102 Pages | Publication Date: 01/01/2009

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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

Table of Contents

Understanding Web Analytics
The Foundations of Web Analytics: Theory and Methods
The History of Web Analytics
Data Collection for Web Analytics
Web Analytics Fundamentals
Web Analytics Strategy
Web Analytics as Competitive Intelligence
Supplementary Methods for Augmenting Web Analytics
Search Log Analytics
Conclusion
Key Terms
Blogs for Further Reading
References

About the Author(s)

Bernard J. Jansen, Pennsylvania State University
Bernard J. Jansen is an associate professor in the College of Information Sciences and Technology at the Pennsylvania State University. Jim has more than 150 publications in the area of information technology and systems, with articles appearing in a multidisciplinary range of journals and conferences. His specific areas of expertise are Web searching, sponsored search, and personalization for information searching. He is coauthor of the book, Web Search: Public Searching of the Web and coeditor of the book Handbook of Weblog Analysis. Jim is a member of the editorial boards of eight international journals. He has received several awards and honors, including an ACM Research Award and six application development awards, along with other writing, publishing, research, and leadership honors. Several agencies and corporations have supported his research. He is actively involved in teaching both undergraduate and graduate level courses, as well as mentoring students in a variety of research and educational efforts. He also has successfully conducted numerous consulting projects. Jim resides with his family in Charlottesville, VA.

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