Using web analytics data: A participatory design model for individual web traffic report development

Web Analytics (WA) tools offer an increasing amount of analysis options. This amount of possible data overwhelm business users who are not familiar with WA and therefore the potential of WA is not fully exploited. We address this demand of individual information needs with the development of an indicator selection process. By using participatory design methods future users from different business units are involved in order to adopt WA into their workspace through building individual WA reports. The developed iterative model consists of five main steps. After the presentation of the developed model, we demonstrate the applicability in a case study at an industrial company. The case study shows a greater adoption by the different users, as the dashboards are individually tailored to them.