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A practical evaluation of Web analytics

A practical evaluation of Web analytics E‐commerce has resulted in organisations investing significant resources in online strategies to extend business processes on to the World Wide Web. Traditional methods of measuring Web usage fall short of the richness of data required for the effective evaluation of such strategies. Web analytics are an approach that may meet organisational demand for effective evaluation of online strategies. A case study of Web analytics usage in a large multinational airline company demonstrates an application of the theory to a practical context with a company that invests significant resources in their Web strategies. The attitudes of company individuals toward the evaluation of Web strategy and the value of the approach are shown through a survey of key employees. This work demonstrates the potential value of Web analytics and also highlights problems in promoting an awareness of Web analytics and how it can be applied to corporate goals. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

A practical evaluation of Web analytics

A. Phippen; L. Sheppard; S. Furnell
Internet Research , Volume 14 (4): 10 – Sep 1, 2004
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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1066-2243
DOI
10.1108/10662240410555306
Publisher site
See Article on Publisher Site

Abstract

E‐commerce has resulted in organisations investing significant resources in online strategies to extend business processes on to the World Wide Web. Traditional methods of measuring Web usage fall short of the richness of data required for the effective evaluation of such strategies. Web analytics are an approach that may meet organisational demand for effective evaluation of online strategies. A case study of Web analytics usage in a large multinational airline company demonstrates an application of the theory to a practical context with a company that invests significant resources in their Web strategies. The attitudes of company individuals toward the evaluation of Web strategy and the value of the approach are shown through a survey of key employees. This work demonstrates the potential value of Web analytics and also highlights problems in promoting an awareness of Web analytics and how it can be applied to corporate goals.

Journal

Internet Research – Emerald Publishing

Published: Sep 1, 2004

Keywords: Internet; Electronic commerce; Measurement

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