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
4.1 WEB SERVER LOG FILES
4.2 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
6.2.5 Identify and Implement the Right Solution
6.2.6 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
8.1.1 Review of Appropriate Survey Literature
8.1.2 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
9.3.4 Cleaning the Data
9.3.5 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