Uses, Limitations, and Trends in Web Analytics
Anthony Ferrini, Jakki J. Mohr · IGI Global eBooks · 2011
As the Web’s popularity continues to grow and as new uses of the Web are developed, the importance of measuring the performance of a given Website as accurately as possible also increases. In this chapter, we discuss the various uses of Web analytics (how Web log files are used to measure a Website’s performance), as well as the limitations of these analytics. We discuss options for overcoming these limitations, new trends in Web analytics—including the integration of technology and marketing techniques— and challenges posed by new Web 2.0 technologies. After reading this chapter, readers should have a nuanced understanding of the “how-to’s” of Web analytics. Request access from your librarian to read this chapter's full text.