Actionable web intelligence is a combination of web analytics, which examines how website visitors view and interact with a site's pages and features, and business intelligence, which allows an enterprise's management to use data on customer purchasing patterns, demographics and demand trends in order to make effective strategic decisions.  The focus of this new SAI workshop is on using technology to achieve this objective. 

Part 1: Web Intelligence and Clickstream data

• Web analytics: introduction and sources of data
• Definition and examples
• Web intelligence and web mining
• Clickstream analysis: core concepts
• Clickstream data collection techniques
• Log analysis
• Page tagging
• Web bugs - beacons, packet sniffing
• Comparison of techniques - impact on the accuracy of metrics

Part 2: Web Metrics and Key Performance Indicators

• Page views, visits, unique/repeat/return visitors
• Engagement: time on site/page, pages/visit, bounce rates, etc.
• Content: most popular pages, top entry/exit pages
• Measuring outcomes/actions: the conversion chain, conversion rates, drop-off rates, revenue, ROI, task completion rates, etc.

Part 3: From Metric to Actionable Insights - monitoring and analysis 

• Monitoring and anomaly detection
• Trends analysis
• Benchmarking
• Dashboards
• Segmentation - OLAP: drill down, slicing and dicing
• Navigation analysis
• Path analysis - funnel reports
• Site overlay (click density analysis) - heat maps
• Search Engine Optimization (SEO)
• Organic search results versus Pay Per Click (PPC)
• Experimentation: A/B or multivariate testing

Part 4: Web Analytics in the context of Web 2.0 (RIA, Blogs and Social Networks)

• Rich Internet Applications (RIA)
• AJAX
• Event logging and tracking
• Impact on web metrics
• Social networks
• Examples and applications
• Social network metrics
• Viral marketing
• Social network based inference
• Blogs
• Blog metrics
• RSS

Part 5: Conclusions