book

Web Analytics

Name: Web Analytics
Author: Avinash Kaushik
ISBN: 9780470130650

by Avinash Kaushik

June 2007

Beginner to intermediate

480 pages

13h 6m

English

Sybex

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Praise
Title Page
Copyright Page
Dear Reader,
Dedication
Acknowledgements
About the Author
Foreword
Introduction
Why Focus on Web Analytics?Who Can Use This book?What’s Inside?
Chapter 1 - Web Analytics—Present and Future
A Brief History of Web AnalyticsCurrent Landscape and ChallengesTraditional Web Analytics Is DeadWhat Web Analytics Should Be

Chapter 2 - Data Collection—Importance and Options
Understanding the Data LandscapeClickstream DataOutcomes DataResearch DataCompetitive Data
Chapter 3 - Overview of Qualitative Analysis
The Essence of Customer CentricityLab Usability TestingHeuristic EvaluationsSite Visits (Follow-Me-Home Studies)Surveys (Questionnaires)Summary
Chapter 4 - Critical Components of a Successful Web Analytics Strategy?
Focus on Customer CentricitySolve for Business QuestionsFollow the 10/90 RuleHire Great Web AnalystsIdentify Optimal Organizational Structure and Responsibilities
Chapter 5 - Web Analytics Fundamentals
Capturing Data: Web Logs or JavaScript tags?Selecting Your Optimal Web Analytics ToolUnderstanding Clickstream Data QualityImplementing Best PracticesApply the “Three Layers of So What” Test
Chapter 6 - Month 1: Diving Deep into Core Web Analytics Concepts
Week 1: Preparing to Understand the BasicsWeek 2: Revisiting Foundational MetricsWeek 3: Understanding Standard ReportsWeek 4: Using Website Content Quality and Navigation Reports
Chapter 7 - Month 2: Jump-Start Your Web Data Analysis
Prerequisites and FramingWeek 1: Creating Foundational ReportsE-commerce Website Jump-Start GuideSupport Website Jump-Start GuideBlog Measurement Jump-Start GuideWeek 4: Reflections and Wrap-Up
Chapter 8 - Month 3: Search Analytics—Internal Search, SEO, and PPC
Week 1: Performing Internal Site Search AnalyticsWeek 2: Beginning Search Engine OptimizationWeek 3: Measuring SEO EffortsWeek 4: Analyzing Pay per Click Effectiveness
Chapter 9 - Month 4: Measuring Email and Multichannel Marketing
Week 1: Email Marketing Fundamentals and a Bit MoreWeek 2: Email Marketing—Advanced TrackingWeeks 3 and 4: Multichannel Marketing, Tracking, and Analysis
Chapter 10 - Month 5: Website Experimentation and Testing—Shifting the Power ...
Weeks 1 and 2: Why Test and What Are Your Options?Week 3: What to Test—Specific Options and IdeasWeek 4: Build a Great Experimentation and Testing Program
Chapter 11 - Month 6: Three Secrets Behind Making Web Analytics Actionable
Week 1: Leveraging Benchmarks and Goals in Driving ActionWeek 2: Creating High Impact Executive DashboardsWeek 3: Using Best Practices for Creating Effective Dashboard ProgramsWeek 4: Applying Six Sigma or Process Excellence to Web Analytics
Chapter 12 - Month 7: Competitive Intelligence and Web 2.0 Analytics
Competitive Intelligence AnalyticsWeb 2.0 Analytics
Chapter 13 - Month 8 and Beyond: Shattering the Myths of Web Analytics
Path Analysis: What Is It Good For? Absolutely NothingConversion Rate: An Unworthy ObsessionAn Alternative: Task Completion Rate by Primary PurposePerfection: Perfection Is Dead, Long Live PerfectionReal-Time Data: It’s Not Really Relevant, and It’s Expensive to BootStandard KPIs: Less Relevant Than You Think
Chapter 14 - Advanced Analytics Concepts—Turbocharge Your Web Analytics
Unlock the Power of Statistical SignificanceUse the Amazing Power of SegmentationMake Your Analysis and Reports “Connectable”Use Conversion Rate Best PracticesElevate Your Search Engine Marketing/Pay Per Click AnalysisMeasure Your Bounce Rate (in Aggregate and by Top Key Phrases)Measure the Adorable Site Abandonment Rate MetricMeasure Days and Visits to PurchaseLeverage Statistical Control LimitsMeasure the Real Size of Your Convertible “Opportunity Pie”
Chapter 15 - Creating a Data-Driven Culture—Practical Steps and Best Practices
Key Skills to Look for in a Web Analytics Manager/LeaderWhen and How to Hire Consultants or In-House ExpertsSeven Steps to Creating a Data-Driven Decision-Making Culture
Index

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Web Analytics

by Avinash Kaushik

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