O mercado consumidor passou por diversas transformações ao longo do tempo devido principalmente à evolução tecnológica. A evolução tecnológica proporcionou ao consumidor a possibilidade de escolher por produtos e marcas, e permite a oportunidade de colaborar e influenciar a opinião de outros consumidores através do compartilhamento de experiências, principalmente através da utilização de plataformas digitais. O CRM (gerenciamento do relacionamento com o consumidor) é a forma utilizada pelas empresas para conhecerem o consumidor e criar um relacionamento satisfatório entre empresa e consumidor. Esse relacionamento tem o intuito de satisfazer e fidelizar o consumidor, evitando que ele deixe de consumir a marca e evitando que ele influencie negativamente outros consumidores. O e-CRM é o gerenciamento eletrônico do relacionamento com o consumidor, que possui todas as tradicionais características do CRM, porém com o incremento do ambiente digital. O ambiente digital diminuiu a distância entre pessoas e empresas e se tornou um meio colaborativo de baixo custo de interação com o consumidor. Por outro lado, este é um meio onde o consumidor deixa de ser passivo e se torna ativo, o que o torna capaz de influenciar não só um pequeno grupo de amigos, mas toda uma rede de consumidores. A digital analytics é a medição, coleta, análise e elaboração de relatórios de dados digitais para os propósitos de entendimento e otimização da performance em negócios. A utilização de dados digitais auxilia no desenvolvimento do e-CRM através da compreensão do comportamento do consumidor em um ambiente onde o consumidor é ativo. O ambiente digital permite um conhecimento mais detalhado dos consumidores, baseado não somente nos hábitos de compra, mas também nos interesses e interações. Este estudo tem como objetivo principal compreender como as empresas aplicam os conceitos do e-CRM em suas estratégias de negócios, compreendendo de que forma a digital analytics contribui para o desenvolvimento do e-CRM, e compreendendo como os fatores críticos de sucesso (humano, tecnológico e estratégico) impactam na implantação e desenvolvimento do e-CRM. Quatro empresas de diferentes segmentos foram estudadas através da aplicação de estudo de caso. As empresas buscam cada vez mais explorar as estratégias de e-CRM no ambiente digital, porém existem limitações identificadas devido à captação, armazenamento e análise de informações multicanais, principalmente considerando os canais digitais. Outros fatores como o apoio da alta direção e a compreensão de funcionários para lidar com estratégias focadas no consumidor único também foram identificados neste estudo. O estudo foi capaz de identificar as informações mais relevantes para a geração de estratégias de gerenciamento eletrônico do relacionamento com o consumidor e identificou os aspectos mais relevantes dos fatores críticos de sucesso. / The consumer market has undergone several transformations over time mainly due to technological developments. Technological progress has given the consumer a choice of products and brands, allowing the opportunity to collaborate and influence the opinion of other consumers through the sharing of experiences, specially by the use of digital platforms. The CRM (customer relationship management) is the form used by companies to know the consumer and establish a satisfactory relationship between both. This relationship aims to satisfy and retain consumers, preventing it ceases to consume the brand and preventing it negatively influence on others. The e-CRM is the electronic management of the relationship with the consumer, which has all the traditional CRM features, which increase the digital environment. The digital environment reduced the distance between consumer and companies becoming a collaborative low-cost way of interaction with the consumer. On the other hand, this is a medium where the consumer is no longer passive and becomes active, which makes it able to influence not only a small group of friends, but a whole network of consumers. The digital analytics is the measurement, collection, analysis and preparation of digital data reports for the purposes of understanding and optimizing business performance. The use of digital data helps in the development of e-CRM through understanding consumer behavior in an environment where the consumer is active. The digital environment allows a more detailed knowledge of consumers, based not only on buying habits, but also on the interests and interactions. This study aims to understand how companies apply the concepts of e-CRM in their business strategies, including how the digital analytics contributes to the development of e-CRM, and understanding how the critical success factors (human, technological and strategic) impact in the implementation and development of e-CRM. Four companies from different segments were studied through study case application. Nowadays, Companies are increasingly looking to explore the e-CRM strategies in the digital environment, but there are limitations identified due to capture, storage and analysis of multi-channel information, especially considering digital channels. Other factors were also identified in this study, such as the support of senior management and the understanding of employees to deal with strategies focused on single consumer. The study was able to identify the most relevant information for the generation of electronic management strategies relationship with the consumer and identified the most relevant aspects of the critical success factors.

O mercado consumidor passou por diversas transformações ao longo do tempo devido principalmente à evolução tecnológica. A evolução tecnológica proporcionou ao consumidor a possibilidade de escolher por produtos e marcas, e permite a oportunidade de colaborar e influenciar a opinião de outros consumidores através do compartilhamento de experiências, principalmente através da utilização de plataformas digitais. O CRM (gerenciamento do relacionamento com o consumidor) é a forma utilizada pelas empresas para conhecerem o consumidor e criar um relacionamento satisfatório entre empresa e consumidor. Esse relacionamento tem o intuito de satisfazer e fidelizar o consumidor, evitando que ele deixe de consumir a marca e evitando que ele influencie negativamente outros consumidores. O e-CRM é o gerenciamento eletrônico do relacionamento com o consumidor, que possui todas as tradicionais características do CRM, porém com o incremento do ambiente digital. O ambiente digital diminuiu a distância entre pessoas e empresas e se tornou um meio colaborativo de baixo custo de interação com o consumidor. Por outro lado, este é um meio onde o consumidor deixa de ser passivo e se torna ativo, o que o torna capaz de influenciar não só um pequeno grupo de amigos, mas toda uma rede de consumidores. A digital analytics é a medição, coleta, análise e elaboração de relatórios de dados digitais para os propósitos de entendimento e otimização da performance em negócios. A utilização de dados digitais auxilia no desenvolvimento do e-CRM através da compreensão do comportamento do consumidor em um ambiente onde o consumidor é ativo. O ambiente digital permite um conhecimento mais detalhado dos consumidores, baseado não somente nos hábitos de compra, mas também nos interesses e interações. Este estudo tem como objetivo principal compreender como as empresas aplicam os conceitos do e-CRM em suas estratégias de negócios, compreendendo de que forma a digital analytics contribui para o desenvolvimento do e-CRM, e compreendendo como os fatores críticos de sucesso (humano, tecnológico e estratégico) impactam na implantação e desenvolvimento do e-CRM. Quatro empresas de diferentes segmentos foram estudadas através da aplicação de estudo de caso. As empresas buscam cada vez mais explorar as estratégias de e-CRM no ambiente digital, porém existem limitações identificadas devido à captação, armazenamento e análise de informações multicanais, principalmente considerando os canais digitais. Outros fatores como o apoio da alta direção e a compreensão de funcionários para lidar com estratégias focadas no consumidor único também foram identificados neste estudo. O estudo foi capaz de identificar as informações mais relevantes para a geração de estratégias de gerenciamento eletrônico do relacionamento com o consumidor e identificou os aspectos mais relevantes dos fatores críticos de sucesso. / The consumer market has undergone several transformations over time mainly due to technological developments. Technological progress has given the consumer a choice of products and brands, allowing the opportunity to collaborate and influence the opinion of other consumers through the sharing of experiences, specially by the use of digital platforms. The CRM (customer relationship management) is the form used by companies to know the consumer and establish a satisfactory relationship between both. This relationship aims to satisfy and retain consumers, preventing it ceases to consume the brand and preventing it negatively influence on others. The e-CRM is the electronic management of the relationship with the consumer, which has all the traditional CRM features, which increase the digital environment. The digital environment reduced the distance between consumer and companies becoming a collaborative low-cost way of interaction with the consumer. On the other hand, this is a medium where the consumer is no longer passive and becomes active, which makes it able to influence not only a small group of friends, but a whole network of consumers. The digital analytics is the measurement, collection, analysis and preparation of digital data reports for the purposes of understanding and optimizing business performance. The use of digital data helps in the development of e-CRM through understanding consumer behavior in an environment where the consumer is active. The digital environment allows a more detailed knowledge of consumers, based not only on buying habits, but also on the interests and interactions. This study aims to understand how companies apply the concepts of e-CRM in their business strategies, including how the digital analytics contributes to the development of e-CRM, and understanding how the critical success factors (human, technological and strategic) impact in the implementation and development of e-CRM. Four companies from different segments were studied through study case application. Nowadays, Companies are increasingly looking to explore the e-CRM strategies in the digital environment, but there are limitations identified due to capture, storage and analysis of multi-channel information, especially considering digital channels. Other factors were also identified in this study, such as the support of senior management and the understanding of employees to deal with strategies focused on single consumer. The study was able to identify the most relevant information for the generation of electronic management strategies relationship with the consumer and identified the most relevant aspects of the critical success factors.

This study investigates the refinement of an evaluation framework for e-Government websites. The aim of the research was to determine how an existing evaluation framework, which recommends the use of multiple usability techniques, could be used to obtain usability data that would indicate how to improve e-Government websites and satisfy users' needs. The framework describes how common techniques, such as heuristic testing and user testing, can be used with the emerging discipline of web analytics to provide a comprehensive and detailed view of users' interactions on e-Government websites. The original framework was refined in the light of the findings and the refined framework should facilitate the improvement of e-Government websites depending on users' demands and interactions. The work involved implementing the original multi-dimensional framework in e-Government websites in Saudi Arabia. A case study method was used over two implementations. In the former implementation, the evaluation methods consisted of heuristic evaluation followed by usability testing then web analytic tools. However, in the later implementation, refinements to the evaluation framework were proposed and the order of methods was amended: web analytics was used first, followed by heuristic evaluation then usability testing. The framework recommends specific usability methods for evaluating specific issues. The conclusions of this study illustrate the potential benefits of using a multidimensional evaluation framework for e-Government websites and it was found that each usability method had its own particular benefits and limitations. The research concludes by illustrating the potential usefulness of the designed evaluation framework in raising awareness of usability methods for evaluating e-Government websites in Saudi Arabia.

Onlinetidningar har möjliggjort ett nytt sätt för publiken att interagera med nyheter. Det har dessutom skapat nya sätt för journalister att studera publikens beteende. Genom webbanalysverktyg ökar publikens möjligheter att involvera sig i skapandet av nyheter. Detta sker i takt med att det journalistiska fältet står inför en svår ekonomisk situation där en minskad läsarskara är ett faktum. Följande studie har fokuserat på att förklara och utveckla en förståelse för hur onlinejournalistiken ter sig i och med webbanalysens framväxt. Syftet är således att studera hur journalistiska normer och arbetssätt verkar i kombination med webbanalys. En fallstudie har utförts, innefattande nio intervjuer med onlinejournalister från genrerna allmännyheter, sport och kultur. Studiens resultat påvisar att onlinejournalisterna inte uppfattar webbanalys som ett nödvändigt verktyg vid nyhetsurval. Mättal genererat från webbanalys, så som antal klick och besökstrafik, används i första hand som kompletterande tolkningsvariabler. Två faktorer som bidrar till att onlinejournalister använder webbanalys inom de journalistiska fältet har identifierats: uppfattning om ekonomisk instabilitet på organisatorisk nivå samt viljan att bibehålla sin läsarkrets genom att producera sådant innehåll som läsarna efterfrågar. Dessutom har tre krafter som hämmar användningen av webbanalys påvisats: den rutinerade generationen journalisters traditionella förhållningssätt till skapandet av nyheter, en konservativ syn på nyhetsvärde och journalistens vilja att bibehålla ett gott rykte samt uppfattade kunskapsnivå stabilt. Ytterligare forskningsbidrag som studien lägger fram är att liknande framtida studier alltid bör genomföras med genrekontext i beaktande, i synnerhet bör kulturjournalistiken studeras som ett eget fält inom det journalistiska fältet. / Online newspapers have enabled a new way for the audience to interact with the news. It has also created new ways for journalists to study crowd behavior. Through web analytics increases the public's opportunities to get involved in the creation of news. In the same time the journalistic field is facing a difficult economic situation and where a reduced readership is a disturbing fact. The following study has focused on explaining and developing an understanding of how online journalism is appearing along with the emergence of web analytics. The aim with the study was to examine how journalistic standards and way of working evolve in combination with web analytics. A case study has been carried out including 9 interviews with online journalists from the genres of general news, sports and culture. The study's results demonstrate that online journalists do not see web analytics as a necessary step in the process of news selection, but it is used as a complementary interpretation variable. Two factors that contribute to online journalists use of web analytics in the journalistic field has been identified: perception of economic instability at the organizational level, as well as the desire to maintain it’s readership by writing content that the journalist are aware that the audience wants. In addition, three negative forces that inhibit the use of web analytics has been demonstrated: the older generation of journalists' traditional view on the creation of news, a conservative view on news value and the journalist willingness to maintain its credibility and perceived knowledge stable. Another contribution is that these kind of aspects can not be studied without regard to genre context, especially when it comes to the genre of culture, that should be seen as a separate field within the journalistic field.

The goal of the thesis is to analyze the behaviour of Faculty of Management website users and to formulate on its grounds the recommendations leading to increase of website usability and conversion statistics. The tool used in the thesis for this purpose are the heatmaps, in particular these two variants - mouse-tracking heatmaps and predictive heatmaps. The theoretical part describes the different types of heatmaps, their position within the framework of the web analytics and the principles of working with them. The content of the practical part is formed by the analysis of seven specific web pages and a recommendation for their optimization.

Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-06-29T13:48:56Z No. of bitstreams: 1 DIS_ANTONIO_PAULO_SERPA_ANTUNES_COMPLETO.pdf: 636108 bytes, checksum: 79ed4c4f8b08b31e8a259e713d86c933 (MD5) / Made available in DSpace on 2017-06-29T13:48:56Z (GMT). No. of bitstreams: 1 DIS_ANTONIO_PAULO_SERPA_ANTUNES_COMPLETO.pdf: 636108 bytes, checksum: 79ed4c4f8b08b31e8a259e713d86c933 (MD5) Previous issue date: 2017-03-29 / This research aims to investigate how news companies use web analytics tools, the systems which collect, compile and generate their websites? audience reports. Through qualitative research conducted along the editorial offices of the Jornal NH (Novo Hamburgo/RS) and the Di?rio Ga?cho (Porto Alegre/RS) newspapers, the study observed the relationship between the adoption of audience measurement systems and the implementation of journalistic convergence processes in newsrooms, their incorporation to the editorial processes of the journalists and their influence in defining these organizations? business models. For the analysis, the Political Economy of Communication was approached with the intent of verifying whether such tools are used to maximize news companies? profits. The case studies showed that there is a balance between performing journalistic work and reaching more audience, as well as that the web analytics is a supporting tool for corporate decisions, influencing in the choices of business strategies to be adopted. / Esta pesquisa procura investigar como empresas jornal?sticas fazem uso das ferramentas de web analytics, os sistemas que coletam, compilam e geram relat?rios de audi?ncia de seus websites. Atrav?s da realiza??o de pesquisa qualitativa junto ?s reda??es dos jornais Jornal NH (Novo Hamburgo/RS) e Di?rio Ga?cho (Porto Alegre/RS) procurouse observar a rela??o entre a ado??o dos sistemas de medi??o de audi?ncia e a implanta??o de processos de converg?ncia jornal?stica nas reda??es, sua incorpora??o aos processos editoriais dos jornalistas e sua influ?ncia na defini??o do modelo de neg?cios dessas organiza??es. Para an?lise do tema, buscou-se uma aproxima??o com a Economia Pol?tica da Comunica??o, de modo a verificar se estas ferramentas s?o usadas como forma de maximizar os lucros das empresas jornal?sticas. Observou-se nos estudos de caso que existe um equil?brio entre fazer o trabalho jornal?stico e conquistar mais audi?ncia e ainda que o web analytics ? um instrumento de apoio para decis?es corporativas, influenciando na escolha das estrat?gias de neg?cios adotadas.

Práce se zabývá problematikou měření ukazatelů souvisejících s provozem webových stránek a aplikací a technologickými prostředky k tomu sloužícími ? Web Analytics (WA). Hlavním cílem práce je otestovat a porovnat vybrané zástupce těchto nástrojů a podrobit je srovnání podle objektivních kriterií, dále také kritické zhodnocení možností WA nástrojů obecně. V první části se práce zaměřuje na popis různých způsobů měření provozu na WWW a definuje související metriky. Poskytuje také přehled dostupných WA nástrojů. Následně je vytvořen hodnotící model pro WA nástroje a podle něj je ohodnoceno šest zástupců těchto nástrojů. Hodnocení má podobu uživatelského testování na datech ze dvou reálných webových stránek. Majitelům těchto dvou webových stránek je učiněno doporučení pro volbu vhodného WA nástroje na základě jejich preferencí. Dalším výstupem práce jsou reporty, vygenerované testovanými nástroji, popisující aktivity na zkoumaných webových stránkách.

The creation of exhibits and exhibit-going have been part of popular culture for centuries and have long been hallmarks of outreach to new audiences for archival services. With the explosion of digital technologies there are many new and exciting avenues for archivists to create exhibitions to display their collections and engage with their users. Websites such as Facebook, Instagram, Tumbler and Flickr as well as increasingly diverse website functionalities have greatly contributed to a new understanding of visual literacy both within and outside the archival profession. Web 2.0 technologies and web analytics have opened up opportunities for archives to curate their records in many different ways for much larger audiences. This study will examine how visual records, specifically the archival photographs from the Lewis B. Foote fonds at the Archives of Manitoba, could be used to commemorate the First World War and shape our understanding of it. During the centennial anniversary of the war it is important to study how such images relating to this conflict might be used today to create specific narratives for understanding it through archival outreach activities such as exhibitions. This can help us rethink the aims and characteristics of archival exhibitions, thereby shedding greater light on the role of archives in creating public memory and enhancing societal understanding of archives and their relevance to important public interests. / October 2015

Due to the increasing relevance conferred to a digital based approach to sales, moreorganizations are looking for a profitable way to exploit the value of the information they are able to collect during Digital Marketing campaign projects. These data are called Web analytics and are generated at the passage of the user on the Web page. Despite the value entailed by this information, previous academic literature points out the lack of a structured approach to Web analytics and rarely the subject was observed in connection with Project Management.The purpose of our study is therefore to bridge the existinggap, by aiming to assess how a structured approach to Web analytics could enhance the planning phase of a project. The focus on the planning phase is due to the critical relevance attributedto it. About this, researchers want to answer the following research question:Project planning in digital marketing campaigns: which is the role of a structured use of Web analytics?Given the exploratory nature of the study, guided by a positivist stand point and considered time and space constraints, a qualitative approach to the research was selected as the most suitable. The literature reviewperformed in the secondchapter allowed the authors to drawa conceptual framework, showing the connections between the research areas involved. At the end of the chapter a model of use of Web analytics, built from previous researchers, is presented. This last one lacks of an explicit connection with thesubject of Project Management, which we will develop along the thesis work. Empirical data was gathered through semi-structured interviews that involved with managers from a digital marketing company and consultants dealingwith Web analytics, working in two different companies.Research findings indicate therole of Web analytics to beextremely important while planning a Digital Marketing campaign project, but also revealed their use and relevance along other project phases. Also, the role of Web analytics historical data emerged during the interview process and is widely commented in the conclusive chapters.Interviewees provided coherent answers that we grouped in four main clusters and analyzed: structured use of Web analytics, project phases in marketing campaigns, use of Web analytics in the planning phase of a project and contextualization.Results reveal interesting implications both at a managerial level and for future academic research. Indeed, a new model that connects a structured use of Web analytics with the planning phase of a project is presented, including the role of historicaldata. Suggestions are provided to managers in terms of possible investments, while in case of academics we recommended other ways to test the validity of the study.

This thesis deals with the state of the web analytics in the marketing research of an academic institution. The theoretical part summarises the state of the (online) marketing in marketing activities of the academic institution and substantiates the importance of the analysis of the attendance of academic institution's web pages. It also submits basic conclusions for choosing the suitable analytic tool. In the applicative part the thesis analyses the traffic of web pages of Faculty of Management in 2010 and suggests actions leading to the higher satisfaction of web pages visitors and fulfilment of web conversion goals.