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

Kazuo Nakatani (Lutgert College of Business, Florida Gulf Coast University, Fort Myers, Florida, USA)
Ta‐Tao Chuang (School of Business Administration, Gonzaga University, Spokane, Washington, USA)

Internet Research

ISSN: 1066-2243

Article publication date: 28 January 2011




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.


The research objective is achieved through modeling and empirical validation.


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.


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.



Nakatani, K. and Chuang, T. (2011), "A web analytics tool selection method: an analytical hierarchy process approach", Internet Research, Vol. 21 No. 2, pp. 171-186.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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