Web analytics an hour a day
Written by an in-the-trenches practitioner, this step-by-step guide shows you how to implement a successful Web analytics strategy. Web analytics expert Avinash Kaushik, in his thought-provoking style, debunks leading myths and leads you on a path to gaining actionable insights from your analytics e...
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Indianapolis, Ind. :
Sybex
c2007.
|
| Edición: | 1st edition |
| Colección: | Serious skills.
|
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627002706719 |
Tabla de Contenidos:
- Web Analytics: An Hour a Day; Acknowledgments; About the Author; Contents; Foreword; Introduction; Chapter 1: Web Analytics-Present and Future; A Brief History of Web Analytics; Current Landscape and Challenges; Traditional Web Analytics Is Dead; What Web Analytics Should Be; Chapter 2: Data Collection-Importance and Options; Understanding the Data Landscape; Clickstream Data; Outcomes Data; Research Data; Competitive Data; Chapter 3: Overview of Qualitative Analysis; The Essence of Customer Centricity; Lab Usability Testing; Heuristic Evaluations; Site Visits (Follow-Me-Home Studies)
- Surveys (Questionnaires)Summary; Chapter 4: Critical Components of a Successful Web Analytics Strategy?; Focus on Customer Centricity; Solve for Business Questions; Follow the 10/90 Rule; Hire Great Web Analysts; Identify Optimal Organizational Structure and Responsibilities; Chapter 5: Web Analytics Fundamentals; Capturing Data: Web Logs or JavaScript tags?; Selecting Your Optimal Web Analytics Tool; Understanding Clickstream Data Quality; Implementing Best Practices; Apply 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 Metrics; Week 3: Understanding Standard Reports; Week 4: Using Website Content Quality and Navigation Reports; Chapter 7: Month 2: Jump-Start; Prerequisites and Framing; Week 1: Creating Foundational Reports; E-commerce Website Jump-Start Guide; Support Website Jump-Start Guide; Blog Measurement Jump-Start Guide; Week 4: Reflections and Wrap-Up; Chapter 8: Month 3: Search Analytics-Internal Search, SEO, and PPC; Week 1: Performing Internal Site Search Analytics; Week 2: Beginning Search Engine Optimization
- Week 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 More; Week 2: Email Marketing-Advanced Tracking; Weeks 3 and 4: Multichannel Marketing, Tracking, and Analysis; Chapter 10: Month 5: Website Experimentation and Testing-Shifting the Power to Customers and Achieving Significant Outcomes; Weeks 1 and 2: Why Test and What Are Your Options?; Week 3: What to Test-Specific Options and Ideas; Week 4: Build a Great Experimentation and Testing Program
- Chapter 11: Month 6: Three Secrets Behind Making Web Analytics ActionableWeek 1: Leveraging Benchmarks and Goals in Driving Action; Week 2: Creating High Impact Executive Dashboards; Week 3: Using Best Practices for Creating Effective Dashboard Programs; Week 4: Applying Six Sigma or Process Excellence to Web Analytics; Chapter 12: Month 7: Competitive Intelligence and Web 2.0 Analytics; Competitive Intelligence Analytics; Web 2.0 Analytics; Chapter 13: Month 8 and Beyond: Shattering the Myths of Web Analytics; Path Analysis: What Is It Good For? Absolutely Nothing
- Conversion Rate: An Unworthy Obsession
