A FRAMEWORK OF WEB ANALYTICS - Deploying the Emergent Knowledge of Customers to Leverage Competitive Advantage

Claudio Luis Cruz de Oliveira, Fernando José Barbin Laurindo

2011

Abstract

Internet has changed competition, shifting products, supply-chains and even markets. Its democratization gives power to the consumers what could be considered a threat to corporations. Although, the emergent knowledge derived from digital media can contribute to personalized services, innovation and communication with consumers in a real-time basis. Based on multiple case studies, this paper aims to develop a comprehensive application of web analytics to achieve these business goals and thus support the competitive advantage.

References

  1. Anderson, C., 2006. A Cauda Longa: Do mercado de massa para o mercado de nicho, Editora Elsevier, Rio de Janeiro, 1th edition.
  2. Anderson, C., 2006. A Cauda Longa: Do mercado de massa para o mercado de nicho, Editora Elsevier, Rio de Janeiro, 1th edition.
  3. Berendt, B., Hotho, A., and Stumme, S, 2010. Bridging the Gap - Data Mining and Social Network Analysis for Integrating Semantic Web and Web 2.0, Web Semantics: Science, Services and Agents on the World Wide Web, v. 8, p. 95-96.
  4. Berendt, B., Hotho, A., and Stumme, S, 2010. Bridging the Gap - Data Mining and Social Network Analysis for Integrating Semantic Web and Web 2.0, Web Semantics: Science, Services and Agents on the World Wide Web, v. 8, p. 95-96.
  5. Bovet, D, Martha, J., 2001. Redes de Valor- Aumente os lucros pelo uso da Tecnologia da Informação na cadeia de valor, Negócio Editora Ltda, São Paulo.
  6. Bovet, D, Martha, J., 2001. Redes de Valor- Aumente os lucros pelo uso da Tecnologia da Informação na cadeia de valor, Negócio Editora Ltda, São Paulo.
  7. Bughin, J., Shenkan, A., Singer, M., 2008. How poor metrics undermine digital marketing, The McKinsey Quarterly, October 2008, p.1-5.
  8. Bughin, J., Shenkan, A., Singer, M., 2008. How poor metrics undermine digital marketing, The McKinsey Quarterly, October 2008, p.1-5.
  9. Cutler, M. and Sterne, J., 2000. E-Metrics: Business Metrics For The New Economy, NetGenesis, Chicago, IL.
  10. Cutler, M. and Sterne, J., 2000. E-Metrics: Business Metrics For The New Economy, NetGenesis, Chicago, IL.
  11. Duhan S., Levy M., Powell P. 2001. Information systems strategies in knowledge-based SMEs: the role of core competencies, European Journal of Information Systems, v.10, p. 25-40.
  12. Duhan S., Levy M., Powell P. 2001. Information systems strategies in knowledge-based SMEs: the role of core competencies, European Journal of Information Systems, v.10, p. 25-40.
  13. Eirinaki, M., Vazirgiannis, M., 2003. Web Mining for Web Personalization, ACM Transactions on Internet Technology, V. 3, No. 1.
  14. Eirinaki, M., Vazirgiannis, M., 2003. Web Mining for Web Personalization, ACM Transactions on Internet Technology, V. 3, No. 1.
  15. Gibbert, M., Leibold, M., Probst, G., 2002. Five Styles of Customer Knowledge Management, and How Smart Companies Use Them To Create Value, European Management Journal Vol. 20, No. 5, p. 459-469.
  16. Gibbert, M., Leibold, M., Probst, G., 2002. Five Styles of Customer Knowledge Management, and How Smart Companies Use Them To Create Value, European Management Journal Vol. 20, No. 5, p. 459-469.
  17. Kaushik, A., 2009. Web Analytics: Uma hora por dia. Editora Alta Books, Rio de Janeiro, 2nd edition.
  18. Kaushik, A., 2009. Web Analytics: Uma hora por dia. Editora Alta Books, Rio de Janeiro, 2nd edition.
  19. Lovelock, C., Wirtz, J., 2006. Marketing de Serviços: pessoas, tecnologia e resultados. Editora Pearson Prentice Hall, São Paulo, 5nd edition.
  20. Lovelock, C., Wirtz, J., 2006. Marketing de Serviços: pessoas, tecnologia e resultados. Editora Pearson Prentice Hall, São Paulo, 5nd edition.
  21. Oliveira, C. L. C.; Laurindo, F. J. B., 2004. Internet as a Strategic Business Tool in Brazil. In: EUROMA2004 - European Operations Management Association, Fontainebleau. Proceedings of EurOMA2004 - “Operations Management as a Change Agent”, v. 1, p.979-988.
  22. Oliveira, C. L. C.; Laurindo, F. J. B., 2004. Internet as a Strategic Business Tool in Brazil. In: EUROMA2004 - European Operations Management Association, Fontainebleau. Proceedings of EurOMA2004 - “Operations Management as a Change Agent”, v. 1, p.979-988.
  23. Prahalad, C. K., Ramaswamy, V., 2000. Co-opting Customer Competence. Harvard Business Review, v. 78, n. 1, p. 79-87.
  24. Prahalad, C. K., Ramaswamy, V., 2000. Co-opting Customer Competence. Harvard Business Review, v. 78, n. 1, p. 79-87.
  25. Porter, M. E., 2001. Strategy and the Internet. Harvard Business Review, v.79, n.3, p.63-78.
  26. Porter, M. E., 2001. Strategy and the Internet. Harvard Business Review, v.79, n.3, p.63-78.
  27. Sen, A., Dacin, P. A., Pattichis, C., 2006. Current trends in web data analysis, Communications of the ACM, Vol. 49, n.11, p.85-91.
  28. Sen, A., Dacin, P. A., Pattichis, C., 2006. Current trends in web data analysis, Communications of the ACM, Vol. 49, n.11, p.85-91.
  29. Shankar, V., and Yadav, M., 2010. Emerging Perspectives on Marketing in a Multichannel and Multimedia Retailing Environment, Journal of Interactive Marketing, v. 24, p. 55-57
  30. Shankar, V., and Yadav, M., 2010. Emerging Perspectives on Marketing in a Multichannel and Multimedia Retailing Environment, Journal of Interactive Marketing, v. 24, p. 55-57
  31. Silveira, G., Borenstein, D., Fogliatto, F. S., 2001. Mass customization: Literature review and research directions, International Journal of Production Economics, v. 72.
  32. Silveira, G., Borenstein, D., Fogliatto, F. S., 2001. Mass customization: Literature review and research directions, International Journal of Production Economics, v. 72.
  33. Tapscott, D. (2001), Rethinking Strategy in a Networked World (or how Michael Porter is wrong about the Internet), Strategy + Business, issue 24, 8p.
  34. Tapscott, D. (2001), Rethinking Strategy in a Networked World (or how Michael Porter is wrong about the Internet), Strategy + Business, issue 24, 8p.
  35. Tarapanoff, K., 2004, Inteligência social e inteligência competitiva, Revista Eletrônica de Biblioteconomia e Ciência da Informação, n. esp, p.11-26.
  36. Tarapanoff, K., 2004, Inteligência social e inteligência competitiva, Revista Eletrônica de Biblioteconomia e Ciência da Informação, n. esp, p.11-26.
  37. Waisberg, D., Kaushik, A., 2009. Web Analytics 2.0: Empowering Customer Centricity, SEMJ.org, V. 2 I. 1, 7p.
  38. Waisberg, D., Kaushik, A., 2009. Web Analytics 2.0: Empowering Customer Centricity, SEMJ.org, V. 2 I. 1, 7p.
  39. Web Analytics Association, 2010. About us, available in http://www.webanalyticsassociation.org/?page=aboutu s/ accessed in Jan, 2011.
  40. Web Analytics Association, 2010. About us, available in http://www.webanalyticsassociation.org/?page=aboutu s/ accessed in Jan, 2011.
  41. Yin, R. K., 1991, Case Study Research: Design and Methods. Ed. Sage Publications. Newbury Park.
  42. Yin, R. K., 1991, Case Study Research: Design and Methods. Ed. Sage Publications. Newbury Park.
  43. Zhang & Segall, 2010 Review of data, text and web mining software, Kybernetes, Vol. 39 No. 4, pp. 625-655.
  44. Zhang & Segall, 2010 Review of data, text and web mining software, Kybernetes, Vol. 39 No. 4, pp. 625-655.
Download


Paper Citation


in Harvard Style

Luis Cruz de Oliveira C. and José Barbin Laurindo F. (2011). A FRAMEWORK OF WEB ANALYTICS - Deploying the Emergent Knowledge of Customers to Leverage Competitive Advantage . In Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011) ISBN 978-989-8425-70-6, pages 125-130. DOI: 10.5220/0003526801250130


in Harvard Style

Luis Cruz de Oliveira C. and José Barbin Laurindo F. (2011). A FRAMEWORK OF WEB ANALYTICS - Deploying the Emergent Knowledge of Customers to Leverage Competitive Advantage . In Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011) ISBN 978-989-8425-70-6, pages 125-130. DOI: 10.5220/0003526801250130


in Bibtex Style

@conference{ice-b11,
author={Claudio Luis Cruz de Oliveira and Fernando José Barbin Laurindo},
title={A FRAMEWORK OF WEB ANALYTICS - Deploying the Emergent Knowledge of Customers to Leverage Competitive Advantage},
booktitle={Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011)},
year={2011},
pages={125-130},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003526801250130},
isbn={978-989-8425-70-6},
}


in Bibtex Style

@conference{ice-b11,
author={Claudio Luis Cruz de Oliveira and Fernando José Barbin Laurindo},
title={A FRAMEWORK OF WEB ANALYTICS - Deploying the Emergent Knowledge of Customers to Leverage Competitive Advantage},
booktitle={Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011)},
year={2011},
pages={125-130},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003526801250130},
isbn={978-989-8425-70-6},
}


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011)
TI - A FRAMEWORK OF WEB ANALYTICS - Deploying the Emergent Knowledge of Customers to Leverage Competitive Advantage
SN - 978-989-8425-70-6
AU - Luis Cruz de Oliveira C.
AU - José Barbin Laurindo F.
PY - 2011
SP - 125
EP - 130
DO - 10.5220/0003526801250130


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011)
TI - A FRAMEWORK OF WEB ANALYTICS - Deploying the Emergent Knowledge of Customers to Leverage Competitive Advantage
SN - 978-989-8425-70-6
AU - Luis Cruz de Oliveira C.
AU - José Barbin Laurindo F.
PY - 2011
SP - 125
EP - 130
DO - 10.5220/0003526801250130