Web Analytics

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Viser: Web Analytics - An Hour a Day

An Hour a Day

Avinash Kaushik og Jim Sterne

(2007)

Sprog: Engelsk

John Wiley & Sons, Limited

270,00 kr.

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Paperback: 480 sider
Udgiver: John Wiley & Sons, Limited (Maj 2007)
Forfattere: Avinash Kaushik og Jim Sterne
ISBN: 9780470130650

Beskrivelse
Indhold

Web analytics expert Avinash Kaushik goes beyond web analytics concepts and definitions to provide a step-by-step guide to implementing a successful web analytics strategy. His revolutionary approach to web analytics challenges prevalent thinking about the field and guides readers, step-by-step, to a solution that will provide truly informed and actionable insights.
In Part I, Avinash explores the web analytics field and where it's going. He then outlines current challenges and solution sets and explores data collection options as well as clickstream, outcomes, research, and competitive data.
In Part II, Avinash shows how to start the analysis process, encouraging readers to solve for business questions and identify truly valuable metrics with his "three layers of so what?" test. He then discusses the importance of qualitative data and, in his clever, engaging, thought-provoking style, debunks leading myths-about path analysis and conversion analysis, for example.
In Part III, Avinash guides readers to a successful web analytics strategy and implementation month by month, day by day, and hour by hour. A quick-start guide is followed by increasingly advanced and crucial analytics topics, such as identifying key opportunities, setting benchmarks and goals, key ingredients of a great testing and experimentation platform, succeeding with rich-internet application analytics, creating a useful dashboard, and measuring multi-channel revenue. Finally, Avinash discusses such advanced analytics concepts as statistical significance, SEM and PPC analysis, the power of segmentation, and conversion-rate best practices. Sprinkled throughout the book are real-world examples drawn from Avinash's experiences as an analytics professional at Intuit, DirecTV Broadband, Silicon Graphics Inc., and DHL.
The innovative CD will include podcasts, PowerPoints, and useful web analytics resources. Web Analytics: An Hour a Day is the ultimate resource for anyone needing a step-by-step, task-based guide to creating and maintaining a modern web analytics strategy and framework.

Foreword
Introduction.
Chapter 1 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.
Chapter 2 Data Collection-Importance and Options. Understanding the Data Landscape. Clickstream Data. Outcomes Data. Research Data. Competitive Data.
Chapter 3 Overview of Qualitative Analysis. The Essence of Customer Centricity. Lab Usability Testing. Heuristic Evaluations. Site Visits (Follow-Me-Home Studies). Surveys (Questionnaires). Summary.
Chapter 4 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.
Chapter 5 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.
Chapter 6 Month
1: Diving Deep into Core Web Analytics Concepts. Week
1: Preparing to Understand the Basics. Week
2: Revisiting Foundational Metrics. Week
3: Understanding Standard Reports. Week
4: Using Website Content Quality and Navigation Reports.
Chapter 7 Month
2: Jump-Start Your Web Data Analysis. Prerequisites and Framing. Week
1: Creating Foundational Reports. E-commerce Website Jump-Start Guide. Support Website Jump-Start Guide. Blog Measurement Jump-Start Guide. Week
4: Reflections and Wrap-Up.
Chapter 8 Month
3: Search Analytics-Internal Search, SEO, and PPC. Week
1: Performing Internal Site Search Analytics. Week
2: Beginning Search Engine Optimization. Week
3: Measuring SEO Efforts. Week
4: Analyzing Pay per Click Effectiveness.
Chapter 9 Month
4: Measuring Email and Multichannel Marketing. Week
1: Email Marketing Fundamentals and a Bit More. Week
2: Email Marketing-Advanced Tracking. Weeks 3 and
4: Multichannel Marketing, Tracking, and Analysis.
Chapter 10 Month
5: Website Experimentation and Testing-Shifting the Power to Customers and Achieving Significant Outcomes. Weeks 1 and
2: Why Test and What Are Your Options? Week
3: What to Test-Specific Options and Ideas. Week
4: Build a Great Experimentation and Testing Program.
Chapter 11 Month
6: Three Secrets Behind Making Web Analytics Actionable. Week
1: Leveraging Benchmarks and Goals in Driving Action. Week
2: Creating High Impact Executive Dashboards. Week
3: Using Best Practices for Creating Effective Dashboard Programs. Week
4: Applying Six Sigma or Process Excellence to Web Analytics.
Chapter 12 Month
7: Competitive Intelligence and Web
2.
0 Analytics. Competitive Intelligence Analytics. Web
2.
0 Analytics.
Chapter 13 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.
Chapter 14 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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