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
- Praise for Actionable Web Analytics: Using Data To Make Smart Business Decisions
- Dear Reader
- About the Authors
I. The Changing Landscape of Marketing Online
- 1. The Big Picture
- 2. Performance Marketing
II. Shifting to a Culture of Analysis
3. What “Culture of Analysis” Means
- What Is a Data-Driven Organization?
- Perking Up Interest in Web Analytics
- Impact on Roles beyond the Analytics Team
- Cross-Channel Implications
- Questionnaire: Rating Your Level of Data Drive
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
- 3. What “Culture of Analysis” Means
III. Proven Formula for Success
- 5. Preparing to Be Data-Driven
6. Defining Site Goals, KPIs, and Key Metrics
- Defining Overall Business Goals
- Defining Site Goals: The Conversion Funnel
- Understanding Key Performance Indicators (KPIs)
- Common KPIs for Different Site Types
7. Monetizing Site Behaviors
- The Monetization Challenge
- Web-Monetization Models
- Monetization Models for Different Site Types and Behaviors
8. Getting the Right Data
Primary Data Types
- Warning: Avoid Data Smog
- Behavioral Data
- Attitudinal Data
- Balancing Behavioral and Attitudinal Data
- Competitive Data
- Secondary Data Types
- Comparing Performance with Others
- What Is a Relative Index?
- Methodology: Leveraging Indices across Your Organization
- Case Study: Leveraging Different Data Types to Improve Site Performance
- Primary Data Types
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
- How We Prioritize
- Dynamic Prioritization
- Forecasting Potential Impact
11. Moving from Analysis to Site Optimization
- Testing Methodologies and Tools
- What to Test
- Optimizing Segment Performance
- Planning for Optimization
- Overcoming IT Doubts
- Learning from Your Successes and Mistakes
- Test Examples
- Why Use an Agency at All?
- Finding an Agency
- Creating an RFP
- Mutual Objective: Success
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
14. Staffing and Tuning Your Web Team
- Skills That Make a Great Web Analyst
- Building Your Web-Analytics Team: Internal and External Teams
- Education and Training for Web Analysts
- When to Choose an Analytics Tool Vendor
- Methodology for Selecting a Tool
- Criteria to Review and Select Vendors
- 10 Questions to Ask Web Analytics Vendors
- A. Web Analytics “Big Three” Definitions
- Title: Actionable Web Analytics: Using Data To Make Smart Business Decisions
- Release date: May 2007
- Publisher(s): Sybex
- ISBN: 9780470124741