A framework of web analytics: Deploying the emergent knowledge of customers to leverage competitive advantage

Internet has changed competition, shifting products, supply-chains and even markets. Its democratization gives power to the consumers what could be considered a threat to corporations. Although, the emergent knowledge derived from digital media can contribute to personalized services, innovation and communication with consumers in a real-time basis. Based on multiple case studies, this paper aims to develop a comprehensive application of web analytics to achieve these business goals and thus support the competitive advantage.