Future proof analytics techniques for web 2.0 applications

This paper describes the components that constitute a contemporary web analytics application and discusses the impact and the implications of the technology paradigm shift towards rich Internet applications (RIAs) on web analytics applications in Web 2.0. The performance and behavioral measuring mechanisms collect data from various source points. These sources depend heavily on the implementation characteristics of each web application. For example, while the amount of detail data registered in the access log file (ALF) by the web server is sufficient for any non RIA application, it is heavily reduced for any RIA, since the model of interaction between client and server is heavily shifted towards the client [1]. In RIAs most processing and preparation of data is performed locally, at the client site by the browser, so the client handles all key clicks, as well as the main interaction with the user interface of the application. Communication with the server mainly covers transfers and requests of data to and from the database of the web application. The two basic technologies used for analytics, tagging and log file analysis are described and discussed. A hybrid solution that addresses the issue of the reduced ALF is proposed. Additionally extraction techniques for specific crucial data needed in order to scrutinize the performance operationally, as well as from the business perspective of the web application enriches the analyzer´s database and provides measurements and data using terms and descriptions familiar to the operational personnel.