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March 16, 2011

UW-Eau Claire IS Student to Present at National Undergraduate Research Conference

James A. Kasson, a senior University of Wisconsin-Eau Claire information systems major from Waupaca, WI, will present his collaborative research project, Analysis of the Online Behavior of Global Internet Audiences, at a poster session during the National Conference on Undergraduate Research. See abstract below. The conference will be held March 31-April 2 at Ithaca College in Ithaca, NY.

Kasson’s faculty research mentor is Dr. Bruce W. N. Lo, a professor in the Department of Information Systems. Their collaborative research project received funding from the UW-Eau Claire Office of Research and Sponsored Research and the UW-Eau Claire Department of Information Systems.

The National Conference on Undergraduate Research (NCUR), established in 1987, is dedicated to promoting undergraduate research, scholarship, and creative activity in all fields of study by sponsoring an annual conference for students.


James A. Kasson, (Dr. Bruce W.N. Lo), University of Wisconsin-Eau Claire Department of Information Systems

In a world that is swiftly moving towards an environment where online interactions occupy increasingly a greater proportion of people’s working and leisurely hours, it would be beneficial for the business community to seek out ways to better understand the online behaviors of their Internet audiences.

Online behavior can be measured by a number of different ways. We classify these measures into three major categories: clickstream, stickiness, and reach. Clickstream measures the genealogy of website browsing behavior, and is comprised of the sites that were visited just before entering the target site (upstream), and just after leaving the target site (downstream). Stickiness measures how effective a website can hold the attention of its visitors. Web metrics for stickiness may include average stay (in minutes), attention, daily attention, page views, and pages per visit. Finally, reach measures how widely a website may attract its potential audience. Web metrics for reach may include daily reach, number of visits, and the number of unique visitors.

Actual statistics were obtained from three major web-analytic data providers:,, and We chose these providers based on the amount of available data, and the comparable reliability of their data.

Using this data, we perform analysis and computation to determine trends and patterns in an effort to better understand the online behavior of multiple global internet audiences. It is our hope that these findings will assist e-business marketing specialists, IT professionals, educators & trainers, and communication facilitators to more effectively reach out to their targeted web audience.

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