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A practical evaluation of Web analytics

A. Phippen (Senior Lecturer and Post‐Doctoral Member of the Network Research Group, in the School of Computing, Communications and Electronics, University of Plymouth, Plymouth, UK)
L. Sheppard (Student Member of the Network Research Group, in the School of Computing, Communications and Electronics, University of Plymouth, Plymouth, UK)
S. Furnell (Reader and Head of the Network Research Group, all in the School of Computing, Communications and Electronics, University of Plymouth, Plymouth, UK)

Internet Research

ISSN: 1066-2243

Article publication date: 1 September 2004

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.

Keywords

Citation

Phippen, A., Sheppard, L. and Furnell, S. (2004), "A practical evaluation of Web analytics", Internet Research, Vol. 14 No. 4, pp. 284-293. https://doi.org/10.1108/10662240410555306

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited