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Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity

Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Vital Source e-bog

Avinash Kaushik
(2009)
John Wiley & Sons
281,00 kr.
Leveres umiddelbart efter køb
Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity, 1. udgave

Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Vital Source e-bog

Avinash Kaushik
(2009)
John Wiley & Sons
281,00 kr.
Leveres umiddelbart efter køb
Web Analytics 2. 0 - The Art of Online Accountability and Science of Customer Centricity

Web Analytics 2. 0

The Art of Online Accountability and Science of Customer Centricity
Avinash Kaushik
(2009)
Sprog: Engelsk
John Wiley & Sons, Incorporated
289,00 kr.
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Detaljer Om Varen

  • Vital Source E-book: 504 sider
  • Udgiver: John Wiley & Sons (Oktober 2009)
  • ISBN: 9781118060117
Adeptly address todays business challenges with this powerful new book from web analytics thought leader Avinash Kaushik. Web Analytics 2.0 presents a new framework that will permanently change how you think about analytics. It provides specific recommendations for creating an actionable strategy, applying analytical techniques correctly, solving challenges such as measuring social media and multichannel campaigns, achieving optimal success by leveraging experimentation, and employing tactics for truly listening to your customers. The book will help your organization become more data driven while you become a super analysis ninja! Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.
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Detaljer Om Varen

  • 1. Udgave
  • Vital Source E-book
  • Udgiver: John Wiley & Sons (Oktober 2009)
  • ISBN: 9781118065846
Licens varighed:
Online udgaven er tilgængelig: 365 dage fra købsdato.
Offline udgaven er tilgængelig: ubegrænset dage fra købsdato.

Udgiveren oplyser at følgende begrænsninger er gældende for dette produkt:
Print: -1 sider kan printes ad gangen
Copy: højest -1 sider i alt kan kopieres (copy/paste)

Detaljer Om Varen

  • Paperback: 504 sider
  • Udgiver: John Wiley & Sons, Incorporated (Oktober 2009)
  • ISBN: 9780470529393
Adeptly address today's business challenges with this powerful new book from web analytics thought leader Avinash Kaushik. Web Analytics 2.0 presents a new framework that will permanently change how you think about analytics. It provides specific recommendations for creating an actionable strategy, applying analytical techniques correctly, solving challenges such as measuring social media and multichannel campaigns, achieving optimal success by leveraging experimentation, and employing tactics for truly listening to your customers. The book will help your organization become more data driven while you become a super analysis ninja!

Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Introduction
xxi
Chapter 1 The Bold New World of Web Analytics
2.
0 1 State of the Analytics Union 2 State of the Industry 3 Rethinking Web Analytics: Meet Web Analytics
2.
0 4
Chapter 2 The Optimal Strategy for Choosing Your Web Analytics Soul Mate 15 Predetermining Your Future Success 16
Step 1: Three Critical Questions to Ask Yourself Before You Seek an Analytics Soul Mate! 17
Step 2: Ten Questions to Ask Vendors Before You Marry Them 21 Comparing Web Analytics Vendors: Diversify and Conquer 28
Step 3: Identifying Your Web Analytics Soul Mate (How to Run an Effective Tool Pilot) 29
Step 4: Negotiating the Prenuptials: Check SLAs for Your Web Analytics Vendor Contract 32
Chapter 3 The Awesome World of Clickstream Analysis: Metrics 35 Standard Metrics Revisited: Eight Critical Web Metrics 36 Bounce Rate 51 Exit Rate 53 Conversion Rate 55 Engagement 56 Web Metrics Demystified 59 Strategically-aligned Tactics for Impactful Web Metrics 64
Chapter 4 The Awesome World of Clickstream Analysis: Practical Solutions 75 A Web Analytics Primer 76 The Best Web Analytics Report 85 Foundational Analytical Strategies 87 Everyday Clickstream Analyses Made Actionable 94 Reality Check: Perspectives on Key Web Analytics Challenges 126
Chapter 5 The Key to Glory: Measuring Success 145 Focus on the "Critical Few" 147 Five Examples of Actionable Outcome KPIs 149 Moving Beyond Conversion Rates 151 Measuring Macro and Micro Conversions 156 Quantifying Economic Value 159 Measuring Success for a Non-ecommerce Website 162 Measuring B2B Websites 166
Chapter 6 Solving the "Why" Puzzle: Leveraging Qualitative Data 169 Lab Usability Studies: What, Why, and How Much? 170 Usability Alternatives: Remote and Online Outsourced 175 Surveys: Truly Scalable Listening 179 Web-Enabled Emerging User Research Options 190
Chapter 7 Failing Faster: Unleashing the Power of Testing and Experimentation 195 A Primer on Testing Options: A/B and MVT 197 Actionable Testing Ideas 202 Controlled Experiments: Step Up Your Analytics Game! 205 Creating and Nurturing a Testing Culture 209
Chapter 8 Competitive Intelligence Analysis 213 CI Data Sources, Types, and Secrets 214 Website Traffic Analysis 221 Search and Keyword Analysis 225 Audience Identification and Segmentation Analysis 235
Chapter 9 Emerging Analytics: Social, Mobile, and Video 241 Measuring the New Social Web: The Data Challenge 242 Analyzing Offline Customer Experiences (Applications) 248 Analyzing Mobile Customer Experiences 250 Measuring the Success of Blogs 257 Quantifying the Impact of Twitter 266 Analyzing Performance of Videos 273
Chapter 10 Optimal Solutions for Hidden Web Analytics Traps 283 Accuracy or Precision? 284 A Six-Step Process for Dealing with Data Quality 286 Building the Action Dashboard 288 Nonline Marketing Opportunity and Multichannel Measurement 294 The Promise and Challenge of Behavior Targeting 298 Online Data Mining and Predictive Analytics: Challenges 302 Path to Nirvana: Steps Toward Intelligent Analytics Evolution 306
Chapter 11 Guiding Principles for Becoming an Analysis Ninja 313 Context Is Queen 314 Comparing KPI Trends Over Time 321 Beyond the Top
10: What''s Changed 324 True Value: Measuring Latent Conversions and Visitor Behavior 327 Four Inactionable KPI Measurement Techniques 330 Search: Achieving the Optimal Long-Tail Strategy 338 Search: Measuring the Value of Upper Funnel Keywords 346 Search: Advanced Pay-per-Click Analyses 348
Chapter 12 Advanced Principles for Becoming an Analysis Ninja 357 Multitouch Campaign Attribution Analysis 358 Multichannel Analytics: Measurement Tips for a Nonline World 368
Chapter 13 The Web Analytics Career 385 Planning a Web Analytics Career: Options, Salary Prospects, and Growth 386 Cultivating Skills for a Successful Career in Web Analysis 393 An Optimal Day in the Life of an Analysis Ninja 401 Hiring the Best: Advice for Analytics Managers and Directors 403
Chapter 14 HiPPOs, Ninjas, and the Masses: Creating a Data-Driven Culture 407 Transforming Company Culture: How to Excite People About Analytics 408 Changing Metric Definitions to Change Cultures: Brand Evangelists
Index 415 Slay the Data Quality Dragon: Shift from Questioning to Using Data 420 Five Rules for Creating a Data-Driven Boss 426 Need Budget? Strategies for Embarrassing Your Organization 429 Strategies to Break Down Barriers to Web Measurement 432 Who Owns Web Analytics? 440 Appendix About the Companion CD 443
Index 447
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