Web Analytics (WA) is an evaluative technique originating from and driven by business in its need to get more value out of understanding the usage of its Web sites and strategies therein. It is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising Web usage for the online visitor, the online customer and the business with Web site presence. Current WA practice is criticised because it involves mostly raw statistics and therefore the practice tends to be inconsistent and misleading. Using grounded action research, personal observations and a review of online references, the study reviews the current state of WA to to propose an appropriate model and guidelines for a Web Analytics adoption and implementation in an electronic commerce organisation dealing with online marketing.

Includes bibliographical references (leaves 290-306).