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Understanding user-Web interactions via Web analytics

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...

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Bibliographic Details
Main Author: Jansen, Bernard J.
Format: Electronic
Language:English
Published: San Rafael, Calif. (1537 Fourth Street, San Rafael, CA 94901 USA) : Morgan & Claypool Publishers, c2009.
Series:Synthesis lectures on information concepts, retrieval, and services (Online), # 6.
Subjects:
Web usage mining.
Webometrics.
Internet users > Statistics > Data processing.
Online Access:Abstract with links to full text
Table of Contents:
  • 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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