in an academic setting

By AvinashKaushik

Web Analytics practitioners User Experience practitioners
Study and analyze users' behaviors Study and analyze users' intentions and
(what's happening) motives (why those things happen)
Rely on quantitative methods (e.g.,
Rely on qualitative methods (e.g., field
clickstream analysis) for determining
studies) for explaining why things happen
what's happening
Help users achieve their goals (often
Help the organization meet its goals
expressed as primary tasks or topics of
(usually expressed as KPI)
interest)
Use data to measure performance through
"Play" with data to uncover patterns and
benchmarking and monitoring (top-down
surprises (bottom-up analysis)
analysis)
Work with conceptual data (descriptive
Work with statistical data ("real" data in
data in small volumes, artificially generated
large volumes and full of errors)
in lab environment, and full of errors)

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123.45.67.89 - 25/Mar/2006 10:15:32 –
http://www.ipodstuff.com/search?q=nanotubes - Firefox 1.0.7;
Windows NT 5.1 - 740674ce2123e969
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album pages artist descriptions
TV listings
album reviews discography artist bios
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From SLI Systems (www.sli-systems.com)

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Persona example (from
Adaptive Path)
Frequent queries added (in
green)

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1. Beyond diagnostics: SSA as a
predictive tool (example: Financial
Times)
2. The business of not converting:
moving beyond transactions toward
holistic user experience