department of informatics

Web Analytics

10. Internationale Tagung Wirtschaftsinformatik, Zürich, 16.-18.02.2011

The IS research group will take part at the panel discussion "GOOGLE ANALYTICS – Segen für das Electronic Business oder Fluch für den Datenschutz?" at the 10th International Conference on Wirtschaftsinformatik, which takes in Zurich, from the 16th to 18th of February 2011.
Following panelists will take part at the discussion:

Download panel paper (PDF, in German, 180KB)

More information about the panel and Google/Web Analytics you find under

10. Internationale Tagung Wirtschaftsinformatik, Z├╝rich

Survey on Web Analytics

Umfrage Web Analytics The IS research group is planning a survey on the use of web analytics in swiss enterprises.
The online survey among web analysts will start in March 2010.
Feel free to download following questionary and to give us feedback.

Download questionnaire on web analytics (PDF, 188 KB, in German)

The questionary was developed together with well-known experts in web analytics. The IS research group is open for collaboration with other researchers and practitioners.
If you have suggestions or further questions which should be considered in the survey, please contact Darius Zumstein


Definition of Web Analytics

According to the Web Analytics Association, Web Analytics (WA) is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage.
The IS group defines WA as "the selection, definition, collection, analysis and evaluation of Key Performance Indicators (KPIs) and web metrics in order to verify the achievement of website-based business objectives."

Use of Web Analytics

Web analytics is useful to

  • better understand website traffic and usage
  • optimize the website (e.g. navigation, structure, usability, design, content)
  • analyze behavior of users and online customers
  • improve eCRM (customer orientation, acquisition & retention)
  • improve eMarketing (campaigns & search enginge optimization)
  • optimize eBusiness & eCommerce
  • website management & rational decision-making

Functionality of Web Analytics

Technically, in WA it can be distinguished between five different functionalities: the analysis of log files (server-side data collection), page tagging (client-side data collection), the use of packet sniff-ing, web beacons and reverse proxies.
In the most used client-site data collection method, a piece of JavaScript code is inserted in each HTML page. If a web page is loaded in the browser (number 1 to 4 in the figure below), the JavaScript is executed (5), a 1x1 pixel tag loaded (6), and all data regarding the page view and visitor’s action on the page is transmitted to a tracking server (7). Using cookies (8 and 9), data about the user and his sessions are recorded.

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Specific Research on Web Analytics

Publications on Web Analytics

Cover Web Analytics

Meier, A., Zumstein, D.: Web Analytics - Ein Überblick, dpunkt.verlag, Heidelberg, 2010.

Offizielle Webseite zur Broschüre:


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  • Zumstein, D.: Web Analytics - Analysing, Classifying and Describing Web Metrics with Fuzzy Logic, In: 6th International Conference on Web Information Systems & Technologies (WEBIST 2010), April 7-10, 2010, Valencia, Spain.
  • Zumstein, D., Meier, A.: Web-Controlling - Analyse und Optimierung der digitalen Wertschöpfungskette mit Web Analytics, In: Multikonferenz Wirtschaftsinformatik (MKWI 2010), Track IT Performance Management / IT-Controlling, February 23-25, 2010, Göttingen, Germany.
    Download paper (PDF, 552 KB)
  • Fasel, D., Zumstein, D.: A Fuzzy Data Warehouse Approach for Web Analytics, In: Proceedings for the 2nd World Summit on the Knowledge Society (WSKS 2009), September 16-18, 2009, Crete, Greece.
  • Zumstein, D., Kaufmann, M.: A Fuzzy Web Analytics Model for Web Mining, In: Proc. of the IADIS European Conference on Data Mining 2009 (MCCSIS), June 18-20, Algarve, Portugal.
Web & Data Mining

Zumstein, D., Hugi, P.: Unscharfe Klassifikation von Webkennzahlen, In: Knoll, M., Meier, A. (Hrsg): HMD - Praxis der Wirtschaftsinformatik, Heft 268 (Web & Data Mining), August 2009, S. 135-146.
Order at dpunkt

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Student Projects on Web Analytics

  • Web Analytics - Vergleich und Analyse der Web Analytics Märkte, Bachelor Thesis, by Aleksandar Drobnjak, November 2010.
    Download Paper, (PDF, 3'400 KB)
  • Web Analytics in der Airline Branche, Bachelor Thesis, by Tomas Sedlacek, September 2009.
  • Web Analytics: Server- and client-side methods of data collection and analysis, Term Paper, by Muaz Cisse and Mariam Dembele,
    Download Paper (PDF, 1'205 KB)
  • eCommerce-Kennzahlen, Seminar Thesis, by Martin Surka, July 2008,
    Download Paper (PDF, 1'279 KB)
  • Web Analytics, Term Paper, by Bastian Kaelin, April 2008,
    Download Paper (PDF, 608KB)

Recommended Books about Web Analytics

Buch Web Analytics Marco Hassler

Hassler, M.: Web Analytics. Metriken auswerten, Besucherverhalten verhalten verstehen, Website optimieren, 2. Auflage, mitp, Heidelberg, 2010.

Order at Amazon
Download summery of the book (PDF, 156 KB, in German)

Aden, T.: Google Analytics. Implementieren. Interpretieren. Profitieren, Hanser, München, 2009.
Order at Amazon

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