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| Introduction | |
| The Bold New World of Web Analytics 2.0 | |
| State of the Analytics Union | |
| State of the Industry | |
| Rethinking Web Analytics: Meet Web Analytics 2.0 | |
| Change: Yes We Can! | |
| The Optimal Strategy for Choosing Your Web Analytics Soul Mate | |
| Predetermining Your Future Success | |
| Three Critical Questions to Ask Yourself Before You Seek an Analytics Soul Mate! | |
| "Do I want reporting or analysis?" | |
| "Do I have IT strength, business strength, or both?" | |
| "Am I solving just for Clickstream or for Web Analytics 2.0?" | |
| Ten Questions to Ask Vendors Before You Marry Them | |
| "What is the difference between your tool/solution and free tools from Yahoo! and Google?" | |
| "Are you 100 percent ASP, or do you offer a software version? Are you planning a software version?" | |
| "What data capture mechanisms do you use?" | |
| "Can you calculate the total cost of ownership for your tool?" | |
| "What kind of support do you offer? What do you include for free, and what costs more? Is it free 24/7?" | |
| "What features in your tool allow me to segment the data?" | |
| "What options do I have for exporting data from your system into our company's system?" | |
| "What features do you provide for me to integrate data from other sources into your tool?" | |
| "Can you name two new features/tools/acquisitions your company is cooking up to stay ahead of your competition for the next three years?" | |
| "Why did the last two clients you lost cancel their contracts? Who are they using now? May we call one of these former clients?" | |
| Comparing Web Analytics Vendors: Diversify and Conquer | |
| The Three-Bucket Strategy | |
| Identifying Your Web Analytics Soul Mate (How to Run an Effective Tool Pilot) | |
| Negotiating the Prenuptials: Check SLAs for Your Web Analytics Vendor Contract | |
| The Awesome World of Clickstream Analysis: Metrics | |
| Standard Metrics Revisited: Eight Critical Web Metrics | |
| Bounce Rate | |
| Exit Rate | |
| Conversion Rate | |
| Engagement | |
| Web Metrics Demystified | |
| Strategically-aligned Tactics for Impactful Web Metrics | |
| The Awesome World of Clickstream Analysis: Practical Solutions | |
| A Web Analytics Primer | |
| The Best Web Analytics Report | |
| Foundational Analytical Strategies | |
| Everyday Clickstream Analyses Made Actionable | |
| Reality Check: Perspectives on Key Web Analytics Challenges | |
| The Key to Glory: Measuring Success | |
| Focus on the "Critical Few" | |
| Five Examples of Actionable Outcome KPIs | |
| Moving Beyond Conversion Rates | |
| Measuring Macro and Micro Conversions | |
| Quantifying Economic Value | |
| Measuring Success for a Non-ecommerce Website | |
| Measuring B2B Websites | |
| Solving the "Why" Puzzle: Leveraging Qualitative Data | |
| Lab Usability Studies: What, Why, and How Much? | |
| Usability Alternatives: Remote and Online Outsourced | |
| Surveys: Truly Scalable Listening | |
| Web-Enabled Emerging User Research Options | |
| Failing Faster: Unleashing the Power of Testing and Experimentation | |
| A Primer on Testing Options: A/B and MVT | |
| Actionable Testing Ideas | |
| Controlled Experiments: Step Up Your Analytics Game! | |
| Creating and Nurturing a Testing Culture | |
| Your First Test is "Do or Die" | |
| Don't Get Caught in the Tool/Consultant Hype | |
| "Open the Kimono"-Get Over Yourself | |
| Start with a Hypothesis | |
| Make Goals Evaluation Criteria and Up-Front Decisions | |
| Test For and Measure Multiple Outcomes | |
| Source Your Tests in Customer Pain | |
| Analyze Data and Communicate Learnings | |
| Two Must-Haves: Evangelism and Expertise | |
| Competitive Intelligence Analysis | |
| CI Data Sources, Types, and Secrets | |
| Website Traffic Analysis | |
| Search and Keyword Analysis | |
| Audience Identification and Segmentation Analysis | |
| Emerging Analytics: Social, Mobile, and Video | |
| Measuring the New Social Web: The Data Challenge | |
| Analyzing Offline Customer Experiences (Applications) | |
| Analyzing Mobile Customer Experiences | |
| Measuring the Success of Blogs | |
| Quantifying the Impact of Twitter | |
| Analyzing Performance of Videos | |
| Optimal Solutions for Hidden Web Analytics Traps | |
| Accuracy or Precision? | |
| A Six-Step Process for Dealing with Data Quality | |
| Building the Action Dashboard | |
| Nonline Marketing Opportunity and Multichannel Measurement | |
| The Promise and Challenge of Behavior Targeting | |
| Online Data Mining and Predictive Analytics: Challenges | |
| Path to Nirvana: Steps Toward Intelligent Analytics Evolution | |
| Tag, Baby, Tag! | |
| Configuring Web Analytics Tool Settings | |
| Campaign/Acquisition Tracking | |
| Revenue and Uber-intelligence | |
| Rich-Media Tracking (Flash, Widgets, Video) | |
| Guiding Principles for Becoming an Analysis Ninja | |
| Context Is Queen | |
| Comparing KPI Trends Over Time | |
| Beyond the Top 10: What's Changed | |
| True Value: Measuring Latent Conversions and Visitor Behavior | |
| Four Inactionable KPI Measurement Techniques | |
| Search: Measuring the Value of Upper Funnel Keywords | |
| Search: Advanced Pay-per-Click Analyses | |
| Advanced Principles for Becoming an Analysis Ninja | |
| Multitouch Campaign Attribution Analysis | |
| Multichannel Analytics: Measurement Tips for a Nonline World | |
| The Web Analytics Career | |
| Planning a Web Analytics Career: Options, Salary Prospects, and Growth | |
| Cultivating Skills for a Successful Career in Web Analysis | |
| An Optimal Day in the Life of an Analysis Ninja | |
| Hiring the Best: Advice for Analytics Managers and Directors | |
| HiPPOs, Ninjas, and the Masses: Creating a Data-Driven Culture | |
| Transforming Company Culture: How to Excite People About Analytics | |
| Deliver Reports and Analyses That Drive Action | |
| Changing Metric Definitions to Change Cultures: Brand Evangelists Index | |
| Slay the Data Quality Dragon: Shift from Questioning to Using Data | |
| Five Rules for Creating a Data-Driven Boss | |
| Need Budget? Strategies for Embarrassing Your Organization | |
| Strategies to Break Down Barriers to Web Measurement | |
| Who Owns Web Analytics? | |
| Appendix About the Companion CD | |
| Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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