Utilizing web analytics: a case study of a digital construction permit web service
Paukkeri, Tuomas (2017)
2017
Tietojenkäsittelytieteiden tutkinto-ohjelma - Degree Programme in Computer Sciences
Viestintätieteiden tiedekunta - Faculty of Communication Sciences
This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Hyväksymispäivämäärä
2017-06-20
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:uta-201706262119
https://urn.fi/URN:NBN:fi:uta-201706262119
Tiivistelmä
This thesis inspects the usefulness of web analytics data in a context of an eGoverment web service. The aim of the study was to find out what can be learned about the user behavior and how to utilize the captured user interaction data when considering future improvements to the service to enhance the overall user experience.
The research of the thesis is based on a case-study inspecting the web analytics data of the Lupapiste web service. The Lupapiste web service allows citizens to apply for constriction permits electronically, while municipalities and cities are able to handle construction permits and the communication by utilizing the Lupapiste web service. Google Analytics was used as the main source of the user interaction data.
The results showed web analytics data can give a detailed view of the user behavior, depending on the details of the web analytics implementation and coverage. Inspecting the web analytics data from multiple viewpoints and from varying levels of detail, the data can create insights about the user behavior. The insights from the data can be used for guiding the future improvements of the service. Furthermore, the segmenting of the web analytics data enables to discover distinctive user behaviors. Also, the data can be utilized when considering more detailed inspection of the user behavior such as usability studies. However, the web analytics data cannot reveal the motivations of the users, thus web analytics data should be used in a combination with other research methods to capture attitudinal data of the user behavior.
The research of the thesis is based on a case-study inspecting the web analytics data of the Lupapiste web service. The Lupapiste web service allows citizens to apply for constriction permits electronically, while municipalities and cities are able to handle construction permits and the communication by utilizing the Lupapiste web service. Google Analytics was used as the main source of the user interaction data.
The results showed web analytics data can give a detailed view of the user behavior, depending on the details of the web analytics implementation and coverage. Inspecting the web analytics data from multiple viewpoints and from varying levels of detail, the data can create insights about the user behavior. The insights from the data can be used for guiding the future improvements of the service. Furthermore, the segmenting of the web analytics data enables to discover distinctive user behaviors. Also, the data can be utilized when considering more detailed inspection of the user behavior such as usability studies. However, the web analytics data cannot reveal the motivations of the users, thus web analytics data should be used in a combination with other research methods to capture attitudinal data of the user behavior.