期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2013
卷号：2
期号：7
页码：67-77
出版社：European Society of Business and Social Sciences
摘要：The tool of web analytics or web measurement is the name of the program that integrates various information about the navigation of users of a given site and presents that information in a relational format. This tool is particularly popular for the simple presentation of data by application of various filters and indices. For professionals of social media these web metrics represent a way to extract conclusions about the profiles of the users and their behavior, a non-verbal representation of the attitude of the subject. This article deals with the possibility of analysis of the tools of web metrics and proposes a conceptual scheme to delimit the possibilities of analysis according to the declared objective of each research, being level 1-the audience, level 2-the repercussion, level 3-the respect or admiration, or level 4-the return on investment. This study concludes that, in the end, the different levels are quintessentially different and address specific needs.
关键词：Web analytics; attitude measurement on websites;social network; ecommerce metrics
