Abstract

Gathering and analysing data about the usage of websites can assist in understanding customer behaviour, improving services and potentially increasing profit. However, changing technologies and evolving web analytics methods and processes present a challenge to organisations embarking on web analytics projects. In this paper we examine current theory and practice in the field of Web Analytics (WA) to identify methods and techniques, issues and challenges. Our analysis identifies the need to move from a data-centric view of WA towards a more user- and business-focused view. We propose a framework for establishing sustainable WA programmes, which widens the focus of the WA process to fully account for business requirements and to focus attention on achieving actionable outcomes.

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