A web analytics tool selection method: an analytical hierarchy process approach

A web analytics tool selection method: an analytical hierarchy process approach Purpose – The purpose of this paper is to develop an analytical hierarchy process (AHP)‐based selection model for choosing a web analytics product/service that meets organizational needs. Design/methodology/approach – The research objective is achieved through modeling and empirical validation. Findings – While more criteria could be added, the proposed selection model provides a feasible approach to choosing a web analytics product/service. Cost‐ and risk‐related criteria are weighed heavier than those of technical capabilities. Tools based on the page tagging method are more popular than those based on transaction log file analysis. The level of technology savvy might play a role in the application of the selection model. Research limitations/implications – The development of web analytics products/service is still evolving. Thus, as the use of web analytics increases, more criteria might be identified and added to the model. The model is validated by groups for different sectors. In the future, it is suggested to conduct a similar study with one sector by different groups. Practical implications – The selection model provides a process in which practitioners can systematically evaluate pros and cons of web analytics products/services. The selection model includes a comprehensive list of criteria that vendors of web analytics products/services can use to benchmark their products. Following this model, an organization contemplating the use of web analytics will more likely find one product/service that accommodates organizational and technological characteristics. Originality/value – A sufficiently comprehensive list of qualitative and quantitative criteria for evaluating web analytics products/services was developed. Practitioners will be able to use the model to select a proper tool. In academia, the article fills a gap in literature that might bring academics' interests in this area. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

A web analytics tool selection method: an analytical hierarchy process approach

Internet Research, Volume 21 (2): 16 – Jan 1, 2011

Loading next page...
 
/lp/emerald-publishing/a-web-analytics-tool-selection-method-an-analytical-hierarchy-process-MAgY2sXzz0
Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1066-2243
D.O.I.
10.1108/10662241111123757
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to develop an analytical hierarchy process (AHP)‐based selection model for choosing a web analytics product/service that meets organizational needs. Design/methodology/approach – The research objective is achieved through modeling and empirical validation. Findings – While more criteria could be added, the proposed selection model provides a feasible approach to choosing a web analytics product/service. Cost‐ and risk‐related criteria are weighed heavier than those of technical capabilities. Tools based on the page tagging method are more popular than those based on transaction log file analysis. The level of technology savvy might play a role in the application of the selection model. Research limitations/implications – The development of web analytics products/service is still evolving. Thus, as the use of web analytics increases, more criteria might be identified and added to the model. The model is validated by groups for different sectors. In the future, it is suggested to conduct a similar study with one sector by different groups. Practical implications – The selection model provides a process in which practitioners can systematically evaluate pros and cons of web analytics products/services. The selection model includes a comprehensive list of criteria that vendors of web analytics products/services can use to benchmark their products. Following this model, an organization contemplating the use of web analytics will more likely find one product/service that accommodates organizational and technological characteristics. Originality/value – A sufficiently comprehensive list of qualitative and quantitative criteria for evaluating web analytics products/services was developed. Practitioners will be able to use the model to select a proper tool. In academia, the article fills a gap in literature that might bring academics' interests in this area.

Journal

Internet ResearchEmerald Publishing

Published: Jan 1, 2011

Keywords: Web design; Data analysis; Analytical hierarchy process

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off