Web Analytics: An Hour a Day

by Avinash Kaushik

• ISBN13: 9780470175057
• ISBN10: 0470175052
• Format: eBook
• Copyright: 2007-07-01
• Publisher: Sybex

Summary

Written by an in-the-trenches practitioner, this step-by-step guide shows you how to implement a successful Web analytics strategy. Web analytics expert Avinash Kaushik, in his thought-provoking style, debunks leading myths and leads you on a path to gaining actionable insights from your analytics efforts. Discover how to move beyond clickstream analysis, why qualitative data should be your focus, and more insights and techniques that will help you develop a customer-centric mindset without sacrificing your company's bottom line.Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Table of Contents

Foreword

Introduction

Web Analytics-Present and Future

A Brief History of Web Analytics

Current Landscape and Challenges

Traditional Web Analytics Is Dead

What Web Analytics Should Be

Data Collection-Importance and Options

Understanding the Data Landscape

Clickstream Data

Outcomes Data

Research Data

Competitive Data

Overview of Qualitative Analysis

The Essence of Customer Centricity

Lab Usability Testing

Heuristic Evaluations

Site Visits (Follow-Me-Home Studies)

Surveys (Questionnaires)

Summary

Critical Components of a Successful Web Analytics Strategy?

Focus on Customer Centricity

Solve for Business Questions

Follow the 10/90 Rule

Hire Great Web Analysts

Identify Optimal Organizational Structure and Responsibilities

Web Analytics Fundamentals

Capturing Data: Web Logs or JavaScript tags?

Selecting Your Optimal Web Analytics Tool

Understanding Clickstream Data Quality

Implementing Best Practices

Apply the "Three Layers of So What" Test

Month 1: Diving Deep into Core Web Analytics Concepts

Preparing to Understand the Basics

Revisiting Foundational Metrics

Understanding Standard Reports

Using Website Content Quality and Navigation Reports

Month 2: Jump-Start Your Web Data Analysis

Prerequisites and Framing

Creating Foundational Reports

E-commerce Website Jump-Start Guide

Support Website Jump-Start Guide

Blog Measurement Jump-Start Guide

Reflections and Wrap-Up

Month 3: Search Analytics-Internal Search, SEO, and PPC.

Performing Internal Site Search Analytics

Beginning Search Engine Optimization

Measuring SEO Efforts

Analyzing Pay per Click Effectiveness

Month 4: Measuring Email and Multichannel Marketing

Email Marketing Fundamentals and a Bit More

Email Marketing-Advanced Tracking

Multichannel Marketing, Tracking, and Analysis

Month 5:Website Experimentation and Testing-Shifting the Power to Customers and Achieving Significant Outcomes

What to Test-Specific Options and Ideas

Build a Great Experimentation and Testing Program

Month 6: Three Secrets Behind Making Web Analytics Actionable

Leveraging Benchmarks and Goals in Driving Action

Creating High Impact Executive Dashboards

Using Best Practices for Creating Effective Dashboard Programs

Applying Six Sigma or Process Excellence to Web Analytics

Month 7: Competitive Intelligence and Web

Analytics

Competitive Intelligence Analytics

Web

Analytics

Month 8 and Beyond: Shattering the Myths of Web Analytics?

Path Analysis: What Is It Good For? Absolutely Nothing

Conversion Rate: An Unworthy Obsession

Perfection: Perfection Is Dead, Long Live Perfection

Real-Time Data: It's Not Really Relevant, and It's Expensive to Boot

Standard KPIs: Less Relevant Than You Think

Advanced Analytics Concepts-Turbocharge Your Web Analytics

Unlock the Power of Statistical Significance

Use the Amazing Power of Segmentation

Make Your Analysis and Reports "Connectable"

Use Conversion Rate Best Practices

Elevate Your Search Engine Marketing/Pay Per C

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