This lecture presents an overview of the Web analytics process, with a focus on providing insight and actionable outcomes
from collecting and analyzing Internet data. The lecture first provides an overview of Web analytics, providing in essence,
a condensed version of the entire lecture. The lecture then outlines the theoretical and methodological foundations of Web
analytics in order to make obvious the strengths and shortcomings of Web analytics as an approach. These foundational elements
include the psychological basis in behaviorism and methodological underpinning of trace data as an empirical method. These
foundational elements are illuminated further through a brief history of Web analytics from the original transaction log studies
in the 1960s through the information science investigations of library systems to the focus on Websites, systems, and applications.
Following a discussion of on-going interaction data within the clickstream created using log files and page tagging for analytics
of Website and search logs, the lecture then presents a Web analytic process to convert these basic data to meaningful key
performance indicators in order to measure likely converts that are tailored to the organizational goals or potential opportunities.
Supplementary data collection techniques are addressed, including surveys and laboratory studies. The overall goal of this
lecture is to provide implementable information and a methodology for understanding Web analytics in order to improve Web
systems, increase customer satisfaction, and target revenue through effective analysis of user-Website interactions.