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. | |
Why Test and What Are Your Options? | |
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 2.0 Analytics. | |
Competitive Intelligence Analytics | |
Web 2.0 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 Click Analysis | |
Measure the Adorable Site Abandonment Rate Metric | |
Measure Days and Visits to Purchase | |
Leverage Statistical Control Limits | |
Measure the Real Size of Your Convertible "Opportunity Pie" | |
Creating a Data-Driven Culture-Practical Steps and Best Practices. | |
Key Skills to Look for in a Web Analytics Manager/Leader | |
When and How to Hire Consultants or In-House Experts | |
Seven Steps to Creating a Data-Driven Decision-Making Culture | |
Index | |
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