Implementation and Use of Web Analytics for Academic Library Websites

Article type: Research Article

Authors: Paul, Anindita | Erdelez, Sanda^;

Affiliations: Indian Institute of Management Kozhikode, IIMK Campus PO, Kozhikode, Kerala - 673570, India. E-mail: aninditapaul@gmail.com | University of Missouri, USA | School of Information Science and Learning Technologies, 303 Townsend Hall, University of Missouri, Columbia, MO- 65211. E-mail: erdelezs@missouri.edu

Abstract: Academic libraries are often required to support decision-making related to data that are both credible and readily obtained. Library researchers and practitioners have recognized the need for tools, such as Web Analytics (WA) for online researching. However, few studies have analysed the library management's perception towards the WA use. Understanding the management's perspective towards WA can further help to understand the optimum usage of WA and the various challenges and obstacles faced while using it for the library purposes. Six members of the Website Usability Committee of an academic library were engaged in an interactive group interview about WA. Analysis revealed the library management's various views about WA and the challenges faced while interpreting the WA reports. Four themes emerged out of the interview regarding the use of WA—decision about services, decision about web-design, library's interest in user behavior, and challenges of WA use for the library. These themes are then discussed to shed light on current and future prospects of using WA for improving academic library website. Factors affecting web analytics implementation are also discussed.

Keywords: Academic library website, Library decision–making, Web analytics, Google analytics, Web site evaluation, Web metrics

DOI: 10.3233/WDL-120106

Journal: World Digital Libraries - An international journal, vol. 6, no. 2, pp. 115-132, 2013