Web Analytics: scientific approaches and new developments and products

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International Journal of
Research, Development and Innovation



Web Analytics: scientific approaches and new
developments

and products

Authors: Oriol, Xavier; Pascual, Carlos

e
-
mail:
de052330@uic.es

;
carlospascual92@hotmail.com

International University of Catalonia (UIC).

Abstract: The goal of this paper is
to explain, search, investigate and develop what web
analyt
ics is, apart from explaining

the different types of products that hide behind. P
r
o
ducts
we use every day without
being conscious about it.

Keywords:
Database, Google Analytics,
Page Rank, Bing, Spider web analytics,
YWA
Yahoo Web Analy
tics
,
Google Analytics:


1.

Introduction:

Web analytics

is the measurement, collection, analysis and reporting of
internet data

for purposes of understanding and optimizing web usage.

It is not just a tool for measuring
web traffic

but can be used as a tool for business and
mar
ket research, and to
improve the effectiveness of a web site. Web analytics
applications can also help companies measure the results of traditional print or
broadcast advertising campaigns. It helps one to est
imate how traffic to a website
changes after the launch of a new advertising campaign. Web analytics provides
information about the number of visitors to a website and the number of page views.
It helps gauge traffic and popularity trends which is useful f
or market research.

There are two categories of web analytics;
off
-
site

and
on
-
site

web analytics.

Off
-
site web analytics refers to web measurement and analysis regardless of whether
you own or maintain a website. It includes the measurement of a website's
potential

audience (opportuni
ty), share of voice, and buzz

that is happening on the Internet as a
whole.

On
-
site web analytics measure a visitor's behavior once
on your website
.





International Journal of
Research, Development and Innovation


2.

Products:

Piwik:

is an open
-
source Web analytics application developed using PHP and MySQL. It has a
"plugins" system that allows for utmost extensibility and customizatio
n. Install only the plugins
you need or go overboard and install them all


the choice is up to you. The plugins system, as
you can imagine, also opens up possibilities for you to create your own custom extensions.
This thing’s lightweight


the download’s

only 1.9MB.

Fire Stats:

is a simple and straight
-
forward Web analytics application written in PHP/MySQL. It
supports numerous platforms and set
-
ups including C# sites, Django sites, Drupal, Joomla!,
WordPress, and
several others
. Are you a resourceful developer who needs
moar cowbell
?
FireStats has an
exce
llent API

that will assist you in creating your own custom apps or
publishing platform components (imagine:
displaying the top 10 most downloaded files in your
WordPress site
) based on your FireStats data.

Snoop:

is a desktop
-
based application that runs on the Mac OS X and Windows XP/Vista
platforms. It sits nicely on your system status bar/system tray, notifying you with audible
sounds whenever something happens. Another outstanding Snoop feature is the
Name Tags

option which allows you to "tag" visitors for easier identification. So when Joe over at the
accounting department visits your site, you’ll instantly know.

Yahoo web analytics:

is Yahoo!’s alternati
ve to the dominant Google Analytics. It’s an
enterprise
-
level, robust web
-
based third
-
party solution which makes accessing data easy
especially for multiple
-
user groups. It’s got all the things you’d expect from a comprehensive
Web analytics tool such as p
retty graphs, custom
-
designed (and printable) reports, and real
-
time data tracking.

Grape Web Statistics:

is a simple, open
-
source application geared towards web developers. It
has a clean and usable interface and has an Extensions API to extend and custom
ize your
installation. It uses PHP for the backend and you can run it on any operating system that runs
PHP.

There are also other tools and products you can use, such as: Mochibot, 4Q, Jaw Stats,
Woopra, BBclone…









International Journal of
Research, Development and Innovation


3.

Sc
ientific approach
es

and developme
nt
s
:

the 10 m
ost relevant articles

about web
analytics:

In the last few years, web analytics has received different scientific approaches
, specially focus on
security aspects,

identification of consumers ,

organization of information
, performance of the
websites.
.

Wilson R Dale

(2010
)
, illustrates with his paper how clickstream data, collected from a 828
web

site and
then analyzed using
web

analytics

software, can be used to evaluate and improve 828
web

site
performance. A number of issues in the applicat
ion of clickstream data and
web

analytics

software are
to be identified and discussed.

According to
Wu, Cheng, Liu YY and Liu X (2009) s
ince the first log analyzer was invented by Dr Stephen
Turner in 1995,
web
-
analytics

has been widely used oil the Inter
net to achieve goals is m
aking smart
business decisions, i
mprove

business website performance, processes and their bottom lines. etc.
Although
web
-
analytics

has been widely used in the economic field, yet it has not been utilized in the
education domain.

O
n the other hand, Ho,

Lund
blad
and Astrom,

(2011)

introduce a framework and class library (GAV
Flash) implemented in Adobe's ActionScript, designed with the intention to significantly shorten the
time and effort needed to develop customized
web
-
enabled app
lications for visual
analytics

or geovisual
analytics

tasks.

According to Hasa
n,

Morris,

and Probet,
(2009)

the success of an e
-
commerce site is, in part, related to
how easy it is to use. This research investigated whether advanced
web

metrics, calculated using Google
Analytics

software, Could be used to evaluate the overall usability of e
-
commerce sites, and also to
identify potential usability problem areas.

Berendt
; Pre
ibusch,
and Teltzrow,
(2010)

ensure that analysis of consumer
-
rela
ted and consumer
-
generated data is a very important way to measure the success of on
-
line retailing. The software
packages for data analysis have two major shortcomings: (1) solutions are not offered as a service
reachable by standard procedures over the I
nternet, but as isolated standalone applications or ERP
system modules; (2) privacy restrictions need to be integrated into a framework of business
analytics

for
Web

retailers.


According to

Nakatani, and Chuang,
(2011)
the purpose of this paper is to de
velop an analytical
hierarchy process (AHP)
-
based selection model for choosing a web analytics product/service that meets
organizational needs.

Schneider, A

and
Steinhoff, A

(
2010)
ensure that
in the first part of the paper, we give an overview

of
the most common capabilities of commercial and open source

web

analytics

tools

and examine how the
data they produce can be accessed and utilized by other applications. Subsequently, illustrating how
social software users
-

be it as authors or consumer
s of content
-
, site operators and even the software
developers can profit from this integration. To
demonstrate the general feasibility of the approach, we
then describe how one scenario was implemented in a commercial

web

based

enterprise collaboration
p
latform using an
open source

web

analytics

tool.

Fasel, D

and
Zumstein, D

(
2011
) exposed in 2011 an

article which

firstly shows the use of web analytics,
different web metrics of Google Analytics and other Key Performance Indicators (KPIs) of e
-
business.
Secondly, this paper proposes a fuzzy data warehouse approach to improve web analytics. The fuzzy
lo
gic approach allows a more precise classification and segmentation of web metrics and the use of
linguistic variables and terms.

International Journal of
Research, Development and Innovation



Dragos, S


and
Dragos, R

(
2011
) proposed to integrate a

web

analytic
s

instrument with a learning
management system for a mutual benefit. The learning management system can provide more detailed
data
for

web

analytics

instrument
, which eventually helps improving the learning management system
to better cater to its users ne
ed.

Wang, X


;

Shen, DM

and

Chen, HL

(2010)
Made a study focuses on using
a

web

ana
lytics

tool,
Google

Analytics, to find

out the usage and users' information behavior on an educational website,
eThemes. Findings indicate that
Google

Analytics

provides

general descriptive data on where users are
located, how they discovered and accessed
eThemes, the first page they arrived at, and which pages
they went to after they left a certain page.



4.

Conclusion:

To conclude this article, we see that
Web analytics

is the measurement, collection, analysis
and reporting of
internet data

for purposes of understanding and optimizing web usage
.
T
he
main preoccupation according to the authors named above when talking about web analytics
is the
security of both information and websites,
apart from the
performance of the websites,
consumers ID (including all their personal preferences) and organization of information.

As we can also see there are many instruments that can be useful for web owners
in order to
see the type of public that visits their webpage, in order to adapt this web to them. This
instruments can be products such as Yahoo Web Analytics or Fire stats inside a big range of
products.













International Journal of
Research, Development and Innovation


5.

Conceptual Keyword Map:












International Journal of
Research, Development and Innovation


6.

Work cited:




http://sixrevisions.com/usabilityaccessibility/10
-
promising
-
free
-
web
-
analytics
-
tools/



http://en.wikipedia.org/wiki/Web_analytics

Web of knowledge: Documents read for this article.



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