Webserver logfiles are an inexpensive, automatically captured text-based recording of user interactions with a website. In this thesis, a tool, ViDLog, was created to take logfiles and reanimate a user session with the purpose of gaining usability insights. To evaluate the effectiveness and value of reanimating user sessions, 10 usability professionals viewed logfile-recorded website usage using ViDLog and were then asked to infer users’ goals, strategies, successes or failures, and proficiencies; and afterwards, rate, ViDLog across multiple dimensions. ViDLog’s logfile reanimation proved successful for gaining usability insights; usability professionals were able to infer users’ goals, strategies, successes or failures, and proficiencies. Participants were able to do this without ViDLog training, without familiarity of the website being evaluated (Orlando), and without domain knowledge of the subject depicted in the user sessions (women’s literature). However, they were only able to infer users’ overarching goal, not specific goal criteria; and were only able to determine relative proficiencies after viewing both user sessions. They also expended a good deal of mental effort when comprehending ambiguous user sessions, and found inefficiencies in ViDLog’s user interface. / Dr. Susan Brown for The Orlando Project

The thesis focuses on the behavior of users and the performance of the selected e-shop. The theoretical part of the thesis characterizes online shopping in the Czech Republic, commercial effectiveness of websites, and the most important online website traffic sources. The applied part of the thesis is devoted to competitive comparisons of attractiveness of supply and prices from the customer's perspective. The next part of the thesis characterizes user´s behavior and evaluates the effectiveness of various online marketing channels by using web analytics and user testing. The conclusion is devoted to recommendations aimed at increasing the performance of the particular e-shop.

A Internet mudou a competição entre as empresas, alterou produtos, cadeias de valor e até mesmo os mercados. Sua democratização aumentou o poder dos consumidores; esta mudança pode ser uma ameaça para as corporações. No entanto, o conhecimento emergente derivado de Digital Analtics gerou uma série de benefícios como a personalização de serviços, o impulso à inovação e a promoção de um diálogo com o consumidor em tempo real. O conceito de Digital Analytics inclui o monitoramento, a coleta, a análise e a elaboração de relatórios de dados digitais com a finalidade de entendimento e otimização da performance dos negócios. Esse estudo objetiva entender como as empresas brasileiras implementam Digital Analytics para atingir seus objetivos de negócios e, por consequência, suportar uma vantagem competitiva. Uma survey exploratória e múltiplos estudos de caso compõem a pesquisa de campo dessa tese. / Internet has changed the competition, shifting products, supply-chains and even markets. Its democratization gives more weight to the consumers; this change could be considered a threat to corporations. Although, the emergent knowledge derived from Digital Analytics brings a lot of benefits: delivering personalized services, fostering innovation and promoting the dialogue with the consumer in a real time basis. The concept of Digital Analytics includes the measurement, collection, analysis and reporting of digital data for the purposes of understanding and optimizing business performance. This paper aims to understand why and how the companies implement Digital Analytics in order to achieve business goals and thus support the competitive advantage. An exploratory survey and multiple case studies compound the methodological approach of this paper.

A Internet mudou a competição entre as empresas, alterou produtos, cadeias de valor e até mesmo os mercados. Sua democratização aumentou o poder dos consumidores; esta mudança pode ser uma ameaça para as corporações. No entanto, o conhecimento emergente derivado de Digital Analtics gerou uma série de benefícios como a personalização de serviços, o impulso à inovação e a promoção de um diálogo com o consumidor em tempo real. O conceito de Digital Analytics inclui o monitoramento, a coleta, a análise e a elaboração de relatórios de dados digitais com a finalidade de entendimento e otimização da performance dos negócios. Esse estudo objetiva entender como as empresas brasileiras implementam Digital Analytics para atingir seus objetivos de negócios e, por consequência, suportar uma vantagem competitiva. Uma survey exploratória e múltiplos estudos de caso compõem a pesquisa de campo dessa tese. / Internet has changed the competition, shifting products, supply-chains and even markets. Its democratization gives more weight to the consumers; this change could be considered a threat to corporations. Although, the emergent knowledge derived from Digital Analytics brings a lot of benefits: delivering personalized services, fostering innovation and promoting the dialogue with the consumer in a real time basis. The concept of Digital Analytics includes the measurement, collection, analysis and reporting of digital data for the purposes of understanding and optimizing business performance. This paper aims to understand why and how the companies implement Digital Analytics in order to achieve business goals and thus support the competitive advantage. An exploratory survey and multiple case studies compound the methodological approach of this paper.

With the emergence of the Internet and of the World Wide Web, the Web site has become a key communication channel in organizations. To satisfy the objectives of the Web site and of its target audience, adapting the Web site content to the users' expectations has become a major concern. In this context, Web usage mining, a relatively new research area, and Web analytics, a part of Web usage mining that has most emerged in the corporate world, offer many Web communication analysis techniques. These techniques include prediction of the user's behaviour within the site, comparison between expected and actual Web site usage, adjustment of the Web site with respect to the users' interests, and mining and analyzing Web usage data to discover interesting metrics and usage patterns. However, Web usage mining and Web analytics suffer from significant drawbacks when it comes to support the decision-making process at the higher levels in the organization. Indeed, according to organizations theory, the higher levels in the organizations need summarized and conceptual information to take fast, high-level, and effective decisions. For Web sites, these levels include the organization managers and the Web site chief editors. At these levels, the results produced by Web analytics tools are mostly useless. Indeed, most of these results target Web designers and Web developers. Summary reports like the number of visitors and the number of page views can be of some interest to the organization manager but these results are poor. Finally, page-group and directory hits give the Web site chief editor conceptual results, but these are limited by several problems like page synonymy (several pages contain the same topic), page polysemy (a page contains several topics), page temporality, and page volatility. Web usage mining research projects on their part have mostly left aside Web analytics and its limitations and have focused on other research paths. Examples of these paths are usage pattern analysis, personalization, system improvement, site structure modification, marketing business intelligence, and usage characterization. A potential contribution to Web analytics can be found in research about reverse clustering analysis, a technique based on self-organizing feature maps. This technique integrates Web usage mining and Web content mining in order to rank the Web site pages according to an original popularity score. However, the algorithm is not scalable and does not answer the page-polysemy, page-synonymy, page-temporality, and page-volatility problems. As a consequence, these approaches fail at delivering summarized and conceptual results. An interesting attempt to obtain such results has been the Information Scent algorithm, which produces a list of term vectors representing the visitors' needs. These vectors provide a semantic representation of the visitors' needs and can be easily interpreted. Unfortunately, the results suffer from term polysemy and term synonymy, are visit-centric rather than site-centric, and are not scalable to produce. Finally, according to a recent survey, no Web usage mining research project has proposed a satisfying solution to provide site-wide summarized and conceptual audience metrics. In this dissertation, we present our solution to answer the need for summarized and conceptual audience metrics in Web analytics. We first described several methods for mining the Web pages output by Web servers. These methods include content journaling, script parsing, server monitoring, network monitoring, and client-side mining. These techniques can be used alone or in combination to mine the Web pages output by any Web site. Then, the occurrences of taxonomy terms in these pages can be aggregated to provide concept-based audience metrics. To evaluate the results, we implement a prototype and run a number of test cases with real Web sites. According to the first experiments with our prototype and SQL Server OLAP Analysis Service, concept-based metrics prove extremely summarized and much more intuitive than page-based metrics. As a consequence, concept-based metrics can be exploited at higher levels in the organization. For example, organization managers can redefine the organization strategy according to the visitors' interests. Concept-based metrics also give an intuitive view of the messages delivered through the Web site and allow to adapt the Web site communication to the organization objectives. The Web site chief editor on his part can interpret the metrics to redefine the publishing orders and redefine the sub-editors' writing tasks. As decisions at higher levels in the organization should be more effective, concept-based metrics should significantly contribute to Web usage mining and Web analytics.

The main aim of this work is describing and explaining the possibilities of web analytics as a tool for effective evaluation of the web and campaigns performance. The benefit appreciate everybody, who makes decision on further web development and its marketing based on measured data. The work is divided into three main parts. The first describes how set up Google Analytics for measuring the web, the second part shows how read and interpret the measured data. In the third practical part are both applied for analyzing prohifi.cz shop.

The diploma thesis characterizes the internet as the environment for marketing. It introduces the internet as a business tool and provides analysis of customer behavior on the internet in the Czech Republic. Following part deals with internet marketing and its specifics, which are websites, search engines and PPC ads. Next section analyses selected web analytics tools for managing internet campaings with regard on the needs of small and medium businesses. The last part is a case study, which implements the principles of the previous parts on the e-shop SteamGames.cz.

Denna uppsats undersöker problematiken runt att integrera datakällor då analytics används för flerkanalig digital marknadsföring i större organisationer. Ansatsen är kritiskt och går emot bilden av analytics som både enkelt att implementera och använda för flerkanalig digital marknadsföring inom större organisationer. Uppsatsen visar på hur strukturer i större organisationer gör övergripande analytics för fler digitala kanaler problematiskt. Uppsatsen bygger på resultat från en observationsstudie som gjordes inom en större multinationell organisation och fokuserar på problematik som återfanns i två huvudsakliga projekt som genomfördes under tiden för studien.

Genom att analysera olika individers surfbeteende så kan man även optimera hemsidor efter sitt eget tycke. Detta gör man med hjälp av webbanalysverktyg som finns av alla dess slag. Betalversioner såväl som gratisversioner. Dessa i sin tur innehåller olika features som möjliggör, för dig som användare, olika tillvägagångssätt och metoder över hur du ska analysera en besökares beteende. Med denna uppsats har vi valt att undersöka vilka av de vanligaste features som finns som är de viktigaste ur en användares perspektiv. För att få svar på vår huvudfrågeställning, Vilka är de viktigaste features inom webbanalysverktyg för användare och varför? gjorde vi en kvantitativ enkätundersökning innehållandes kvalitativa element. De respondenter vi hade utgjorde dock en mindre grupp som inte kunde representera en större population, men detta kan ändå ligga till grund för vidare forskning med tanke på att våra kvalitativa element gav bra riktmärken. Under analysen framgick det att flera features var mer prioriterade än andra utifrån en användares perspektiv och vi identifierade ett flertal faktorer som stöttade detta.   Studien resulterade i en beskrivning över vilka som är de mest förekommande features, hur viktiga de är för användare samt vilka faktorer som antyder på detta.

Master's thesis deals with the evaluation of the effectiveness of internet campaigns. Theoretical and methodological part of the thesis presents online marketing channels and business models widely used in Internet marketing, setting right goals before the campaign launch and the most used web analytics tools, including technological difficulties and the correct procedure for evaluating campaigns. The practical part of the thesis describes a significant difference in the evaluation of the effectiveness of internet campaigns by using the multitouch attribution. A secondary aim is to show that internet marketing is not well measured as marketers think.