Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity
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Book description
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!
Table of contents
- Copyright
- Dear Reader,
- Acknowledgments
- About the Author
- Introduction
- 1. The Bold New World of Web Analytics 2.0
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2. The Optimal Strategy for Choosing Your Web Analytics Soul Mate
- 2.1. Predetermining Your Future Success
- 2.2. Step 1: Three Critical Questions to Ask Yourself Before You Seek an Analytics Soul Mate!
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2.3. Step 2: Ten Questions to Ask Vendors Before You Marry Them
- 2.3.1. Q1: "What is the difference between your tool/solution and free tools from Yahoo! and Google?"
- 2.3.2. Q2: "Are you 100 percent ASP, or do you offer a software version? Are you planning a software version?"
- 2.3.3. Q3: "What data capture mechanisms do you use?"
- 2.3.4. Q4: "Can you calculate the total cost of ownership for your tool?"
- 2.3.5. Q5: "What kind of support do you offer? What do you include for free, and what costs more? Is it free 24/7?"
- 2.3.6. Q6: "What features in your tool allow me to segment the data?"
- 2.3.7. Q7: "What options do I have for exporting data from your system into our company's system?"
- 2.3.8. Q8: "What features do you provide for me to integrate data from other sources into your tool?"
- 2.3.9. 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?"
- 2.3.10. 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?"
- 2.4. Comparing Web Analytics Vendors: Diversify and Conquer
- 2.5. Step 3: Identifying Your Web Analytics Soul Mate (How to Run an Effective Tool Pilot)
- 2.6. Step 4: Negotiating the Prenuptials: Check SLAs for Your Web Analytics Vendor Contract
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3. The Awesome World of Clickstream Analysis: Metrics
- 3.1. Standard Metrics Revisited: Eight Critical Web Metrics
- 3.2. Bounce Rate
- 3.3. Exit Rate
- 3.4. Conversion Rate
- 3.5. Engagement
- 3.6. Web Metrics Demystified
- 3.7. Strategically Aligned Tactics for Impactful Web Metrics
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4. The Awesome World of Clickstream Analysis: Practical Solutions
- 4.1. A Web Analytics Primer
- 4.2. The Best Web Analytics Report
- 4.3. Foundational Analytical Strategies
- 4.4. Everyday Clickstream Analyses Made Actionable
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4.5. Reality Check: Perspectives on Key Web Analytics Challenges
- 4.5.1. Visitor Tracking Cookies
- 4.5.2. Data Sampling 411
- 4.5.3. The Value of Historical Data
- 4.5.4. The Usefulness of Video Playback of Customer Experience
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4.5.5. The Ultimate Data Reconciliation Checklist
- 4.5.5.1. #1: Don't Compare Data Collected from Web Logs vs. JavaScript Tags
- 4.5.5.2. #2: The Gift That Keeps Giving: First- and Third-Party Cookies
- 4.5.5.3. #3: Imprecise Website Tagging
- 4.5.5.4. #4: Torture Your Vendor: Check Definitions of Key Metrics
- 4.5.5.5. #5: A Tough Nut: Sessionization
- 4.5.5.6. #6: The Permanent Tripwire: URL Parameter Configuration
- 4.5.5.7. #7: The Problem of the Big: Campaign Parameter Configuration
- 4.5.5.8. #8: The Hidden Angel: Data Sampling
- 4.5.5.9. #9: Order of Tags
- 5. The Key to Glory: Measuring Success
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6. Solving the "Why" Puzzle—Leveraging Qualitative Data
- 6.1. Lab Usability Studies: What, Why, and How Much?
- 6.2. Usability Alternatives: Remote and Online Outsourced
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6.3. Surveys: Truly Scalable Listening
- 6.3.1. Types of Surveys
- 6.3.2. The Single Biggest Surveying Mistake
- 6.3.3. Three Greatest Survey Questions Ever
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6.3.4. Eight Tips for Choosing an Online Survey Provider
- 6.3.4.1. Tip 1: Mathematical Rigor
- 6.3.4.2. Tip 2: On-the-Fly Segmentation Capabilities
- 6.3.4.3. Tip 3: Benchmarks and Indices
- 6.3.4.4. Tip 4: Open Text Categorization
- 6.3.4.5. Tip 5: Type of Survey Invitation
- 6.3.4.6. Tip 6: Cookie Sophistication
- 6.3.4.7. Tip 7: Integration with Clickstream Data
- 6.3.4.8. Tip 8: Pilot Friendly
- 6.4. Web-Enabled Emerging User Research Options
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7. Failing Faster: Unleashing the Power of Testing and Experimentation
- 7.1. A Primer on Testing Options: A/B and MVT
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7.2. Actionable Testing Ideas
- 7.2.1. Fix the Big Losers—Landing Pages
- 7.2.2. Focus on Checkout, Registration, and Lead Submission Pages
- 7.2.3. Optimize the Number and Layout of Ads
- 7.2.4. Test Different Prices and Selling Tactics
- 7.2.5. Test Box Layouts, DVD Covers, and Offline Stuff
- 7.2.6. Optimize Your Outbound Marketing Efforts
- 7.3. Controlled Experiments: Step Up Your Analytics Game!
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7.4. Creating and Nurturing a Testing Culture
- 7.4.1. Tip 1: Your First Test is "Do or Die"
- 7.4.2. Tip 2: Don't Get Caught in the Tool/Consultant Hype
- 7.4.3. Tip 3: "Open the Kimono"—Get Over Yourself
- 7.4.4. Tip 4: Start with a Hypothesis
- 7.4.5. Tip 5: Make Goals Evaluation Criteria and Up-Front Decisions
- 7.4.6. Tip 6: Test For and Measure Multiple Outcomes
- 7.4.7. Tip 7: Source Your Tests in Customer Pain
- 7.4.8. Tip 8: Analyze Data and Communicate Learnings
- 7.4.9. Tip 9: Two Must-Haves: Evangelism and Expertise
- 8. Competitive Intelligence Analysis
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9. Emerging Analytics: Social, Mobile, and Video
- 9.1. Measuring the New Social Web: The Data Challenge
- 9.2. Analyzing Offline Customer Experiences (Applications)
- 9.3. Analyzing Mobile Customer Experiences
- 9.4. Measuring the Success of Blogs
- 9.5. Quantifying the Impact of Twitter
- 9.6. Analyzing Performance of Videos
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10. Optimal Solutions for Hidden Web Analytics Traps
- 10.1. Accuracy or Precision?
- 10.2. A Six-Step Process for Dealing with Data Quality
- 10.3. Building the Action Dashboard
- 10.4. Nonline Marketing Opportunity and Multichannel Measurement
- 10.5. The Promise and Challenge of Behavior Targeting
- 10.6. Online Data Mining and Predictive Analytics: Challenges
- 10.7. Path to Nirvana: Steps Toward Intelligent Analytics Evolution
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11. Guiding Principles for Becoming an Analysis Ninja
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11.1. Context Is Queen
- 11.1.1. Comparing Key Metrics Performance for Different Time Periods
- 11.1.2. Providing Context Through Segmenting
- 11.1.3. Comparing Key Metrics and Segments Against Site Average
- 11.1.4. Joining PALM (People Against Lonely Metrics)
- 11.1.5. Leveraging Industry Benchmarks and Competitive Data
- 11.1.6. Tapping into Tribal Knowledge
- 11.2. Comparing KPI Trends Over Time
- 11.3. Beyond the Top 10: What's Changed
- 11.4. True Value: Measuring Latent Conversions and Visitor Behavior
- 11.5. Four Inactionable KPI Measurement Techniques
- 11.6. Search: Achieving the Optimal Long-Tail Strategy
- 11.7. Search: Measuring the Value of Upper Funnel Keywords
- 11.8. Search: Advanced Pay-per-Click Analyses
-
11.1. Context Is Queen
-
12. Advanced Principles for Becoming an Analysis Ninja
- 12.1. Multitouch Campaign Attribution Analysis
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12.2. Multichannel Analytics: Measurement Tips for a Nonline World
- 12.2.1. Tracking Online Impact of Offline Campaigns
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12.2.2. Tracking the Offline Impact of Online Campaigns
- 12.2.2.1. Measuring Offline Calls to Action
- 12.2.2.2. Tracking Phone Calls and Live Chat
- 12.2.2.3. Using Unique Coupon Codes and Offers
- 12.2.2.4. Marrying and Mining Online and Offline Data
- 12.2.2.5. Using Surveys to Predict Offline Impact
- 12.2.2.6. Conducting Controlled Experiments
- 12.2.2.7. Leveraging Primary Research
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13. The Web Analytics Career
- 13.1. Planning a Web Analytics Career: Options, Salary Prospects, and Growth
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13.2. Cultivating Skills for a Successful Career in Web Analysis
- 13.2.1. Do It: Use the Data
- 13.2.2. Get Experience with Multiple Tools
- 13.2.3. Play in the Real World
- 13.2.4. Become a Data Capture Detective
- 13.2.5. Rock Math: Learn Basic Statistics
- 13.2.6. Ask Good Questions
- 13.2.7. Work Closely with Business Teams
- 13.2.8. Learn Effective Data Visualization and Presentation
- 13.2.9. Stay Current: Attend Free Webinars
- 13.2.10. Stay Current: Read Blogs
- 13.3. An Optimal Day in the Life of an Analysis Ninja
- 13.4. Hiring the Best: Advice for Analytics Managers and Directors
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14. HiPPOs, Ninjas, and the Masses: Creating a Data-Driven Culture
- 14.1. Transforming Company Culture: How to Excite People About Analytics
- 14.2. Deliver Reports and Analyses That Drive Action
- 14.3. Changing Metric Definitions to Change Cultures: Brand Evangelists Index
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14.4. Slay the Data Quality Dragon: Shift from Questioning to Using Data
- 14.4.1. Pick a Different Boss
- 14.4.2. Distract HiPPOs with Actionable Insights
- 14.4.3. Dirty Little Secret 1: Head Data Can Be Actionable in the First Week/Month
- 14.4.4. Dirty Little Secret 2: Data Precision Improves Lower in the Funnel
- 14.4.5. The Solution Is Not to Implement Another Tool!
- 14.4.6. Recognize Diminishing Marginal Returns
- 14.4.7. Small Site, Bigger Problems
- 14.4.8. Fail Faster on the Web
- 14.5. Five Rules for Creating a Data-Driven Boss
- 14.6. Need Budget? Strategies for Embarrassing Your Organization
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14.7. Strategies to Break Down Barriers to Web Measurement
- 14.7.1. First, a Surprising Insight
- 14.7.2. Lack of Budget/Resources
- 14.7.3. Lack of Strategy
- 14.7.4. Siloed Organization
- 14.7.5. Lack of Understanding
- 14.7.6. Too Much Data
- 14.7.7. Lack of Senior Management Buy-In
- 14.7.8. IT Blockages
- 14.7.9. Lack of Trust in Analytics
- 14.7.10. Finding Staff
- 14.7.11. Poor Technology
- 14.8. Who Owns Web Analytics?
- A. About the Companion CD
Product information
- Title: Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity
- Author(s):
- Release date: October 2009
- Publisher(s): Sybex
- ISBN: 9780470529393
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