ABSTRACT
Web and mobile analytics enable researchers to collect and analyse information about web behaviour, search behaviour, website or app journey, visitor engagement and location, for example. Web and mobile analytics are covered by the umbrella term of data analytics and can be seen to be part of big data analytics. They can also be used within, and to complement, business analytics, social media analytics, HR analytics and learning analytics. Web analytics is related closely to webometrics, which is the quantitative study of the World Wide Web. The two differ in their roots and purpose: web analytics developed from software engineering, computer science and business for research, development and/or commercial purposes, whereas webometrics developed from information sciences for quantification, measurement and/or descriptive purposes. Web and mobile analytics are used in a wide variety of disciplines and fields of study, including media and journalism, politics, health and medicine, international development, mobile learning and marketing.
