Foreword | |
Introduction | |
The Changing Landscape of Marketing Online | |
The Big Picture | |
New Marketing Trends | |
The Consumer Revolution | |
The Shift from Offline to Online Marketing | |
Instant Brand Building (and Destruction) | |
Rich Media and Infinite Variety | |
The Analysis Mandate | |
ROI Marketing | |
Innovation | |
Some Final Thoughts | |
Performance Marketing | |
Data vs. Design | |
Web Design Today | |
The Web Award Fallacy | |
When Visual Design Goes Wrong | |
Where Data Goes Wrong | |
Performance-Driven Design: Balancing Logic and Creativity | |
Case Study: Dealing with Star Power | |
Case Study: Forget Marketing at All | |
Recap | |
Shifting to a Culture of Analysis | |
What "Culture of Analysis" Means | |
What Is a Data-Driven Organization? | |
Data-Driven Decision Making | |
Dynamic Prioritization | |
Perking Up Interest in Web Analytics Establishing a Web Analytics Steering Committee | |
Starting Out Small with a Win | |
Empowering Your Employees | |
Managing Up | |
Impact on Roles beyond the Analytics Team | |
Cross-Channel Implications | |
Questionnaire: Rating Your Level of Data Drive | |
Recap | |
Avoiding Stumbling Points | |
Do You Need an Analytics Intervention? | |
Analytics Intervention Step 1: Admitting the Problem | |
Analytics Intervention Step 2: Admit That You Are the Problem | |
Analytics Intervention Step 3: Agree That This Is a Corporate Problem | |
The Road to Recovery: Overcoming Real Gaps | |
Issue #1: Lack of Established Processes and Methodology | |
Issue #2: Failure to Establish Proper KPIs and Metrics | |
Issue #3: Data Inaccuracy | |
Issue #4: Data Overload | |
Issue #5: Inability to Monetize the Impact of Changes | |
Issue #6: Inability to Prioritize Opportunities | |
Issue #7: Limited Access to Data | |
Issue #8: Inadequate Data Integration | |
Issue #9: Starting Too Big | |
Issue #10: Failure to Tie Goals to KPIs | |
Issue #11: No Plan for Acting on Insight | |
Issue #12: Lack of Committed Individual and Executive Support | |
Recap | |
Proven Formula for Success | |
Preparing to Be Data-Driven | |
Web Analytics Methodology | |
The Four Steps of Web Analytics | |
Defining Business Metrics (KPIs) | |
Reports | |
Analysis | |
Optimization and Action | |
Results and Starting Again | |
Recap | |
Defining Site Goals, KPIs, and Key Metrics | |
Defining Overall Business Goals | |
Defining Site Goals: The Conversion Funnel | |
Awareness | |
Interest | |
Consideration | |
Purchase | |
Website Goals and the Marketing Funnel | |
Understanding Key Performance Indicators (KPIs) | |
Constructing KPIs | |
Creating Targets for KPIs | |
Common KPIs for Different Site Types | |
E-Commerce | |
Lead Generation | |
Customer Service | |
Content Sites | |
Branding Sites | |
Recap | |
Monetizing Site Behaviors | |
The Monetization Challenge | |
Case Study: Monetization and Motivation | |
Web-Monetization Models | |
Top 10 Ways Monetization Models Can Help Your Company | |
How to Create Monetization Models | |
Assembling a Monetization Model | |
Monetization Models for Different Site Types and Behaviors | |
E-Commerce Opportunity | |
Lead Generation | |
Customer Service | |
Ad-Supported Content Sites | |
Recap | |
Getting the Right Data | |
Primary Data Types | |
Warning: Avoid Data Smog | |
Behavioral Data | |
Attitudinal Data | |
Balancing Behavioral and Attitudinal Data | |
Competitive Data | |
Secondary Data Types | |
Customer Interaction and Data | |
Third-Party Research | |
Usability Benchmarking | |
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