Book description
Knowing everything you can about each click to your Web site can help you make strategic decisions regarding your business. This book is about the why, not just the how, of web analytics and the rules for developing a "culture of analysis" inside your organization. Why you should collect various types of data. Why you need a strategy. Why it must remain flexible. Why your data must generate meaningful action. The authors answer these critical questions—and many more—using their decade of experience in Web analytics.
Table of contents
- Copyright
- Praise for Actionable Web Analytics: Using Data To Make Smart Business Decisions
- Dear Reader
- Acknowledgments
- About the Authors
- Foreword
- Introduction
- I. The Changing Landscape of Marketing Online
-
II. Shifting to a Culture of Analysis
- 3. What “Culture of Analysis” Means
-
4. Avoiding Stumbling Points
- Do You Need an Analytics Intervention?
-
The Road to Recovery: Overcoming Real Gaps
- Issue #1: Lack of Established Processes and Methodology
- Issue #2: Failure to Establish Proper KPIs and Metrics
- Issue #3: Data Inaccuracy
- Issue #4: Data Overload
- Issue #5: Inability to Monetize the Impact of Changes
- Issue #6: Inability to Prioritize Opportunities
- Issue #7: Limited Access to Data
- Issue #8: Inadequate Data Integration
- Issue #9: Starting Too Big
- Issue #10: Failure to Tie Goals to KPIs
- Issue #11: No Plan for Acting on Insight
- Issue #12: Lack of Committed Individual and Executive Support
- Recap
-
III. Proven Formula for Success
- 5. Preparing to Be Data-Driven
- 6. Defining Site Goals, KPIs, and Key Metrics
- 7. Monetizing Site Behaviors
-
8. Getting the Right Data
- Primary Data Types
- Secondary Data Types
- Comparing Performance with Others
- What Is a Relative Index?
- Customer Engagement
- Case Study: Leveraging Different Data Types to Improve Site Performance
- Recap
-
9. Analyzing Site Performance
- Analysis vs. Reporting
-
Examples of Analysis
- Analyzing Purchasing Processes to Find Opportunities
- Analyzing Lead Processes to Find Opportunities
- Understanding What Onsite Search Is Telling You
- Evaluating the Effectiveness of Your Home Page
- Evaluating the Effectiveness of Branding Content: Branding Metrics
- Evaluating the Effectiveness of Campaign Landing Pages
- Segmenting Traffic to Identify Behavioral Differences
- Analyzing Drivers to Offline Conversion
- Delayed Conversion
- Recap
- 10. Prioritizing
- 11. Moving from Analysis to Site Optimization
- 12. Agencies
-
13. The Creative Brief
- What Is a Creative Brief?
- Analytics and Creativity
-
A Sample Creative Brief
-
Creative Brief: Robotwear.Com
- Purpose of the brief
- What is the overarching strategy?
- Who are we targeting?
- What do we want to accomplish?
- What is the core message that we want to communicate with this campaign?
- What is the campaign strategy? How does it support the larger strategy for the RobotWear web channel?
- What is the campaign concept?
- What are the campaign offers?
- What are the main campaign components?
- What are the key milestones for the project?
-
Creative Brief: Robotwear.Com
- Recap
- 14. Staffing and Tuning Your Web Team
- 15. Partners
- A. Web Analytics “Big Three” Definitions
Product information
- Title: Actionable Web Analytics: Using Data To Make Smart Business Decisions
- Author(s):
- Release date: May 2007
- Publisher(s): Sybex
- ISBN: None
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