Evaluating the value of web metrics

dc.contributorAalto-yliopistofi
dc.contributorAalto Universityen
dc.contributor.authorRiihimäki, Tommi
dc.contributor.departmentTieto- ja palvelutalouden laitosfi
dc.contributor.departmentDepartment of Information and Service Economyen
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2014-06-18T08:36:46Z
dc.date.available2014-06-18T08:36:46Z
dc.date.dateaccepted2014-04-01
dc.date.issued2014
dc.description.abstractObjectives of the Study: The unique measurability of websites allows the collection of detailed information about the behavior and characteristics of website visitors. This thesis examines the value of different web metrics based on the behavior of website visitors. The objective is to develop and test a method for identifying key metrics that are the most valuable for site developers to follow. The key web metrics are expected to contain the most useful and relevant information about the website visitors. The value of the web metrics is evaluated by examining the relationships of the metrics towards website conversions. This thesis also suggests how different web metrics can be analyzed to reveal important characteristics of site visitors and how web metrics can be used to evaluate the effectiveness of the different aspects of a website. Academic background and methodology: This thesis draws from the field of web analytics. Based on the previous work on the field, a new framework for the role of web metrics analysis in website development is presented. The framework forms the basis for the case study conducted in this thesis. The case study examines one corporate website by following fourteen different web metrics during a period of six months. The relationship analysis between the web metrics and conversions is conducted using correlation and regression analyses. The objective of the case study is to test if meaningful key metrics can be identified using the method proposed in this thesis. Findings and conclusions: The case study conducted in this thesis identifies two key web metrics for the site under examination: search engine traffic and the rate of return visits. Search engine traffic was selected as a key metric based on the relationship analysis and the rate of return visits was chosen based on the examination of the visitor characteristics. The successful identification of relevant key metrics suggests that the framework proposed in this study can be used as the basis for web metrics analysis. Based on the results of the case study, this thesis proposes that in addition to aggregated metrics, segmented web metrics are needed in order to achieve a more diverse view of the web users.en
dc.ethesisid13591
dc.format.extent68
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/13391
dc.identifier.urnURN:NBN:fi:aalto-201406182126
dc.language.isoenen
dc.locationP1 Ifi
dc.programme.majorInformation Systems Scienceen
dc.programme.majorTietojärjestelmätiedefi
dc.subject.helecontietojärjestelmät
dc.subject.heleconinformation systems
dc.subject.helecontietämyksenhallinta
dc.subject.heleconknowledge management
dc.subject.heleconinternet
dc.subject.heleconinternet
dc.subject.helecontunnusluvut
dc.subject.heleconfinancial ratios
dc.subject.heleconmittarit
dc.subject.heleconratings
dc.subject.heleconarviointi
dc.subject.heleconevaluation
dc.subject.heleconekonometria
dc.subject.heleconeconometrics
dc.subject.helecontietotalous
dc.subject.heleconknowledge economy
dc.subject.keywordweb analytics
dc.subject.keywordweb metrics
dc.subject.keywordclickstream data
dc.titleEvaluating the value of web metricsen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes13591
local.aalto.openaccessyes
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