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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, Limited
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, Limited (Oktober 2009)
  • ISBN: 9780470529393
Adeptly address today?s business challenges with thispowerful new book from web analytics thought leader AvinashKaushik. Web Analytics 2.0 presents a new framework thatwill permanently change how you think about analytics. It providesspecific recommendations for creating an actionable strategy,applying analytical techniques correctly, solving challenges suchas measuring social media and multichannel campaigns, achievingoptimal success by leveraging experimentation, and employingtactics for truly listening to your customers. The book will helpyour organization become more data driven while you become a superanalysis ninja!

Note: CD-ROM/DVD and other supplementary materials arenot 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 The What: Clickstream 7 The How Much: Multiple Outcomes Analysis 7 The Why: Experimentation and Testing 8 The Why: Voice of Customer 9 The What Else: Competitive Intelligence 9 Change: Yes We Can! 10 The Strategic Imperative 10 The Tactical Shift 11 Bonus Analytics 13
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 Q1: "Do I want reporting or analysis?" 17 Q2: "Do I have IT strength, business strength, or both?" 19 Q3: "Am I solving just for Clickstream or for Web Analytics
2. 0?" 20
Step 2: Ten Questions to Ask Vendors Before You Marry Them 21 Q1: "What is the difference between your tool/solution and free tools from Yahoo! and Google?" 21 Q2: "Are you 100 percent ASP, or do you offer a software version? Are you planning a software version?" 22 Q3: "What data capture mechanisms do you use?" 22 Q4: "Can you calculate the total cost of ownership for your tool?" 23 Q5: "What kind of support do you offer? What do you include for free, and what costs more? Is it free 24/7?" 24 Q6: "What features in your tool allow me to segment the data?" 25 Q7: "What options do I have for exporting data from your system into our company''s system?" 25 Q8: "What features do you provide for me to integrate data from other sources into your tool?" 26 Q9: "Can you name two new features/tools/acquisitions your company is cooking up to stay ahead of your competition for the next three years?" 26 Q10: "Why did the last two clients you lost cancel their contracts? Who are they using now? May we call one of these former clients?" 27 Comparing Web Analytics Vendors: Diversify and Conquer 28 The Three-Bucket Strategy 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 Visits and Visitors 37 Time on Page and Time on Site 44 Bounce Rate 51 Exit Rate 53 Conversion Rate 55 Engagement 56 Web Metrics Demystified 59 Four Attributes of Great Metrics 59 Example of a Great Web Metric 62 Three Avinash Life Lessons for Massive Success 62 Strategically-aligned Tactics for Impactful Web Metrics 64 Diagnosing the Root Cause of a Metric''s Performance--Conversion 64 Leveraging Custom Reporting 66 Starting with Macro Insights 70
Chapter 4 The Awesome World of Clickstream Analysis: Practical Solutions 75 A Web Analytics Primer 76 Getting Primitive Indicators Out of the Way 76 Understanding Visitor Acquisition Strengths 78 Fixing Stuff and Saving Money 79 Click Density Analysis 81 Measuring Visits to Purchase 83 The Best Web Analytics Report 85 Sources of Traffic 86 Outcomes 87 Foundational Analytical Strategies 87 Segment or Go Home 88 Focus on Customer Behavior, Not Aggregates 93 Everyday Clickstream Analyses Made Actionable 94 Internal Site Search Analysis 95 Search Engine Optimization (SEO) Analysis 101 Pay Per Click/Paid Search Analysis 110 Direct Traffic Analysis 116 Email Campaign Analysis 119 Rich Experience Analysis: Flash, Video, and Widgets 122 Reality Check: Perspectives on Key Web Analytics Challenges 126 Visitor Tracking Cookies 126 Data Sampling 411 130 The Value of Historical Data 133 The Usefulness of Video Playback of Customer Experience 136 The Ultimate Data Reconciliation Checklist 138
Chapter 5 The Key to Glory: Measuring Success 145 Focus on the "Critical Few" 147 Five Examples of Actionable Outcome KPIs 149 Task Completion Rate 149 Share of Search 150 Visitor Loyalty and Recency 150 RSS/Feed Subscribers 150 % of Valuable Exits 151 Moving Beyond Conversion Rates 151 Cart and Checkout Abandonment 152 Days and Visits to Purchase 153 Average Order Value 153 Primary Purpose (Identify the Convertible) 154 Measuring Macro and Micro Conversions 156 Examples of Macro and Micro Conversions 158 Quantifying Economic Value 159 Measuring Success for a Non-ecommerce Website 162 Visitor Loyalty 162 Visitor Recency 164 Length of Visit 165 Depth of Visit 165 Measuring B2B Websites 166
Chapter 6 Solving the "Why" Puzzle: Leveraging Qualitative Data 169 Lab Usability Studies: What, Why, and How Much? 170 What Is Lab Usability? 170 How to Conduct a Test 171 Best Practices for Lab Usability Studies 174 Benefits of Lab Usability Studies 174 Areas of Caution 174 Usability Alternatives: Remote and Online Outsourced 175 Live Recruiting and Remote User Research 176 Surveys: Truly Scalable Listening 179 Types of Surveys 180 The Single Biggest Surveying Mistake 184 Three Greatest Survey Questions Ever 185 Eight Tips for Choosing an Online Survey Provider 187 Web-Enabled Emerging User Research Options 190 Competitive Benchmarking Studies 190 Rapid Usability Tests 191 Online Card-Sorting Studies 191 Artificially Intelligent Visual Heat Maps 192
Chapter 7 Failing Faster: Unleashing the Power of Testing and Experimentation 195 A Primer on Testing Options: A/B and MVT 197 A/B Testing 197 Multivariate Testing 198 Actionable Testing Ideas 202 Fix the Big Losers--Landing Pages 202 Focus on Checkout, Registration, and Lead Submission Pages 202 Optimize the Number and Layout of Ads 203 Test Different Prices and Selling Tactics 203 Test Box Layouts, DVD Covers, and Offline Stuff 204 Optimize Your Outbound Marketing Efforts 204 Controlled Experiments: Step Up Your Analytics Game! 205 Measuring Paid Search Impact on Brand Keywords and Cannibalization 205 Examples of Controlled Experiments 207 Challenges and Benefits 208 Creating and Nurturing a Testing Culture 209 Tip
1: Your First Test is "Do or Die" 209 Tip
2: Don''t Get Caught in the Tool/Consultant Hype 209 Tip
3: "Open the Kimono"--Get Over Yourself 210 Tip
4: Start with a Hypothesis 210 Tip
5: Make Goals Evaluation Criteria and Up-Front Decisions 210 Tip
6: Test For and Measure Multiple Outcomes 211 Tip
7: Source Your Tests in Customer Pain 211 Tip
8: Analyze Data and Communicate Learnings 212 Tip
9: Two Must-Haves: Evangelism and Expertise 212
Chapter 8 Competitive Intelligence Analysis 213 CI Data Sources, Types, and Secrets 214 Toolbar Data 215 Panel Data 216 ISP (Network) Data 217 Search Engine Data 217 Benchmarks from Web Analytics Vendors 218 Self-reported Data 219 Hybrid Data 220 Website Traffic Analysis 221 Comparing Long-Term Traffic Trends 222 Analyzing Competitive Sites Overlap and Opportunities 223 Analyzing Referrals and Destinations 224 Search and Keyword Analysis 225 Top Keywords Performance Trend 226 Geographic Interest and Opportunity Analysis 227 Related and Fast-Rising Searches 230 Share-of-Shelf Analysis 231 Competitive Keyword Advantage Analysis 233 Keyword Expansion Analysis 234 Audience Identification and Segmentation Analysis 235 Demographic Segmentation Analysis 236 Psychographic Segmentation Analysis 238 Search Behavior and Audience Segmentation Analysis 239
Chapter 9 Emerging Analytics: Social, Mobile, and Video 241 Measuring the New Social Web: The Data Challenge 242 The Content Democracy Evolution 243 The Twitter Revolution 247 Analyzing Offline Customer Experiences (Applications) 248 Analyzing Mobile Customer Experiences 250 Mobile Data Collection: Options 250 Mobile Reporting and Analysis 253 Measuring the Success of Blogs 257 Raw Author Contribution 257 Holistic Audience Growth 258 Citations and Ripple
Index 262 Cost of Blogging 263 Benefit (ROI) from Blogging 263 Quantifying the Impact of Twitter 266 Growth in Number of Followers 266 Message Amplification 267 Click-Through Rates and Conversions 268 Conversation Rate 270 Emerging Twitter Metrics 271 Analyzing Performance of Videos 273 Data Collection for Videos 273 Key Video Metrics and Analysis 274 Advanced Video Analysis 278
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 Creating Awesome Dashboards 288 The Consolidated Dashboard 290 Five Rules for High-Impact Dashboards 291 Nonline Marketing Opportunity and Multichannel Measurement 294 Shifting to the Nonline Marketing Model 294 Multichannel Analytics 296 The Promise and Challenge of Behavior Targeting 298 The Promise of Behavi
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