Abstract

Spain is among the countries where online sales are growing fastest, with well over 2,000 activeo nline stores. However, there are not yet many trained and experienced eCommerce professionals, which presents an opportunity for those with knowledge of Information Management to colonize an immature labour niche. The article describes some of the “skills” that eCommerce managers need today, and howthisfits the profile of the Information Management graduate curriculum. Related skills include classifying and describing products, diagnosing search engine optimization problems, designing SEO strategy, coordinating internal and external communities of users, managing suppliers, conducting online market researchthrough competitive intelligence, studying the usability of the website and design / redesigning the interaction of the same, analyzing user interactions with web analytics tools, or even managing digital advertising.

Abstract

The concept of "big data" is explained as a system of analyzing large amounts of data to discover trends, patterns, correlations and even causality to generate predictions. This discipline can be adapted to the context of the daily work of the information professional dealing with "small data" and web analytics. Examples are provided of tools that support the management and analysis of huge amounts of publicly available data.

Abstract

Introduction to the web analytics concept and its application to library portals. It is proposed to establish the goals the library wants to reach and then to define indicators to measure their achievement, such as number of visits, time connected to the web, conversion to book loans, physical visits to the library, fidelity and suitability of the descriptors to the vocabulary used by users.

Abstract

Strategic reflections on analysis of traffic sources for library websites. In an environment where search engine optimisation, exposure to the social web and visitor loyalty become prominent features in web analytics metrics, there is a need for a benchmark with commercial sites to adjust good practises in metrics for library websites. The transition that libraries are making to digital services and resources requires taking note of web analytics strategy, marketing, search engine optimisation, links exchange, and loyalty policy, well-developed in commercial websites.

Abstract

Effectiveness of longitudinal search analytics is studied, in the sense that search log analysis can be used as a tool to enhance website information architecture. A methodology of analysis is described, obtaining the seasonality of queries through the combination of studies on internal search logs (from internal search engines) and external search logs (from Google). Results show that a better information architecture produces better information retrieval results, both for external or internet search engines and for internal search engines

Abstract

On the internet, statistical tools are essential to measure the results of online marketing campaigns. The lack of those tools is annoying because companies cannot make decisions based only on intuition and expectations. A webmaster has to know clearly the objectives and targets, and has to fight to enlarge the user base and to improve their conversion rates. Google Analytics offers the best statistical service: good quality, friendly interface and free service. It offers not only statistical data, but improves the ROI of the companies, i. e., it helps them to earn more money. This is why Google Analytics is used more and more everywhere. 

Abstract

The digital realm increasingly recognizes the relevance of “opinion leaders” or influential users: those who, through their online activity (publishing tweets and blog posts, updating social networks status, recommending readings, etc.) create or filter content to people over whom they exert personal influence. Hence the proliferation of tools that assess the influence of a person or brand by monitoring use of social media. The article discusses the two most important tools: Klout and PeerIndex, explaining the parameters that form the basis of their measurement algorithms as well as the deficiencies of these models of analysis. Understanding how digital influence is exercised and how to measure it is one of the most interesting questions of the “2.0” phenomenon.

Abstract

Las etiquetas “Lo más visto”, “Lo más compartido” y “Lo más comentado” son ejemplos de la lógica que las herramientas de analítica web imponen a los medios digitales en un ecosistema informativo en el que la audiencia, que hoy se puede cuantificar más al detalle que nunca, ha adquirido un protagonismo enorme. En este contexto, el presente artículo se centra en estudiar cómo se construye hoy la agenda de los medios en relación con la creciente importancia dada a las estadísticas de páginas vistas. SE analizan las implicaciones de este nuevo escenario en nuestras sociedades democráticas. Esta investigación toma la forma de un caso de estudio sobre dos de los principales diarios españoles, Lavanguardia.com y Elperiodico. com, recurriendo al análisis de contenido y a entrevistas en profundidad con profesionales en activo. El objetivo es dar respuesta a la siguiente pregunta: ¿qué peso tiene el interés público en las noticias y el contenido viral o anecdótico que se propaga en la web? AbstractThe labels “The most viewed”, “The most shared”, and “The most commented” are examples of the logic from web analytics tools in an information ecosystem where the audience has acquired an enormous role because it is now possible to quantify more precisely than ever before. In this context, the present investigation focuses on how the digital media agenda is currently being constructed in relation to the increasing importance given to pageview statistics. The implications of this new scenario for our society as a whole will be analyzed. This research takes the form of a case study of two of Spain’s leading newspapers, Lavanguardia.com and Elperiodico.com, using content analysis and in-depth interviews with working professionals. The aim of the research is to attempt to answer the following questions: How relevant is public interest news? How much importance is accorded to anecdotal and viral content?   

Abstract

A tour is provided of the features, possibilities, scientific, technical and technologies that are collected under the interdisciplinary umbrella of big data and web analytics from the point of view of its application in practice. A reflection is offered about the challenges, risks and problems that the tools and data cannot resolve on their own, as well as the contexts in which these data processing techniques are useful for decision making.