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Authors: Claudio Luis Cruz de Oliveira 1 and Fernando José Barbin Laurindo 2

Affiliations: 1 University of São Paulo, Superior School of Advertising and Marketing and Santa Cecilia University, Brazil ; 2 University of São Paulo, Brazil

Keyword(s): Web Analytics, Strategy, e-Business.

Related Ontology Subjects/Areas/Topics: Artificial Intelligence ; Cloud Computing ; Collaboration and e-Services ; Data Communication Networking ; e-Business ; Enterprise Information Systems ; Knowledge Engineering and Ontology Development ; Knowledge-Based Systems ; Platforms and Applications ; Semantic Web ; Social Networks ; Soft Computing ; Symbolic Systems ; Telecommunications ; Usability ; Usability and Ergonomics ; Web Information Systems and Technologies ; Web Interfaces and Applications

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.

CC BY-NC-ND 4.0

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Paper citation in several formats:
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 (ICETE 2011) - ICE-B; ISBN 978-989-8425-70-6, SciTePress, pages 125-130. DOI: 10.5220/0003526801250130

@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 (ICETE 2011) - ICE-B},
year={2011},
pages={125-130},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003526801250130},
isbn={978-989-8425-70-6},
}

TY - CONF

JO - Proceedings of the International Conference on e-Business (ICETE 2011) - ICE-B
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
PB - SciTePress

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