Estratégias e métricas web analytics assentes em contributos da comunicação organizacional e user experience

: o caso e-commerce Sonae MC

Abstract

In the current scenario that every day emerge new technologies, information and types of media. The scenario of the cyberculture. A place where occurs fusions between the interpersonal communication and the mass communication, who lives and operate under the same master matrix network. In which the transmitter and the receiver confused in a web of interactions and possibilities. It is essential for the socio-cultural relations, as for academic development and for organizations, the search for knology of this reality. According Barichello (2013), due to the current digital context, the metaphor broadcast by the Media Ecology, of an ecosystem for analysis and theoretical development of communication breath wins this decade. "In a culture of convergence scenario, which blurs the boundaries between institutional or interpersonal and mass communication. Not everything that comes from the organizations is massive; and, not everything that is produced by the public is interpersonal "(Barrichello, 2013, p.70). Increasingly, the role of mediation is no longer exclusive to media organizations, and increasingly it is necessary for institutions to work with interactive components and improving the experience of individuals in their relationship with those institutions that make up society. Thus, it becomes increasingly evident the need to match knowledge, searching for a holistic view, which in this work, is guided by three pillars: Organizational Communication (founded by the socio-cultural tradition, especially the concepts of McLuhan and the derivative Media Ecology). The User Experience (based on the theoretical contributions of Norman, Morville and Hassenzahl). And the information and communication technology (with regard to Web Analytics tools and the processing of data as actionable knowledge). In addition to the three referenced pillars this dissertation has a context and development focused on the area of e-commerce, in particular, the ECOMMERCE SONAE MC, which represents the online stores Continent and Wells, whose it was done a project - named "Ativando Conhecimento” (enabling knowledge) for the development and spread of Web Analytics data in the organization - parallel and guided by theoretical components of this dissertation. The positioning of this scientific research is interpretative, it was used the Interactive Maxwell model (Maxwell, 2012), as well, the practice of Case Study (Yin, 2001). Three research questions were defined, being the central issue: A communicative approach to User Experience is relevant from the point of view of organizational strategy / business? The adopted techniques are mostly qualitative, by theoretical alignment through the mentioned areas, the use of interviews and participant observation. Were also used quantitative methods to mesure the Maturity Level in Web Analytics on comparative basis (before and after the implementation of the project) and is therefore a mixed methodology for triangulation results. There is also the use of the experimental design logic with regard to the implementation of design and the expected consequences. After developing the design and analysis of results, it is concluded that in the current context where we live, in principal to organizations operating in the digital universe, it is relevant and positive the prospect of a symbiosis between the Communication and User Experience as in human interactions, whatever they may be, there is no experience without some form of communication and the reverse also applies. By using the concepts and strategies of these areas holistically aligned to Web Analytics data, positive results were obtained that validate and respond - within the context presented - all research questions.

Date of Award	8 Feb 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)