Author:
Darius Zumstein
Affiliation:
University of Fribourg, Switzerland
Keyword(s):
Web analytics, Web controlling, Web metrics, Electronic business, Customer relationship management, Fuzzy classification, Fuzzy logic, Computing with words.
Related
Ontology
Subjects/Areas/Topics:
e-Business and e-Commerce
;
Society, e-Business and e-Government
;
Web Information Systems and Technologies
Abstract:
In the Internet economy, it has become a crucial task of electronic business to monitor and optimize websites, their usage and online marketing success. Web analytics, which is defined as the measurement, collection, analysis and reporting of Internet data, is an effective instrument of website management. First, this paper describes the technical functionality and use of web analytics and discusses different web metrics. Second, a fuzzy web analytics approach is proposed, which makes it possible to classify metrics precisely into more than one class at the same time. Third, a fuzzy web metrics index has been developed for multidimensional, intelligent web analysis. Fuzzy logic enables computing with words and more intuitive, human-oriented queries, segmentation and descriptions of metrics in natural language. Finally, a web analytics framework is suggested to analyze and control key performance indicators in a web controlling loop.