Web analytics is the study of the behavior of website visitors. In a commercial context, web analytics refers to the use of data collected from a web site to determine which aspects of the website achieve the business objectives. This tutorial presents the context of Web Analytics within Decision Support Systems; the technology required for Web Analytics; the data collection and data analysis techniques used in Web Analytics and an overview of a software tool used for web analytics and several case studies illustrating its use. This paper is intended for those who wish to gain an overview of the purpose of Web Analytics and what is required for Web Analytics. Additionally it is intended for those who have an in interest how Web Analytics would fit into a Market Research Techniques course.
Boncella, Robert J., "Tutorial: Web Analytics – A Brief Tutorial" (2008). SAIS 2008 Proceedings. 20.