Actionable web analytics using data to make smart business decisions
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 shou...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Indianapolis, IN :
Wiley Publishing
c2007.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627020806719 |
Tabla de Contenidos:
- Actionable Web Analytics: Using Data To Make Smart Business Decisions; Acknowledgments; About the Authors; Foreword; Website Optimization; Marketing Optimization; Business Optimization; Asking the Right Questions; Contents; Introduction; What's Inside; Part I: The Changing Landscape of Marketing Online; Chapter 1: The Big Picture; New Marketing Trends; The Analysis Mandate; Some Final Thoughts; Chapter 2: Performance Marketing; Data vs. Design; The Web Award Fallacy; Performance-Driven Design: Balancing Logic and Creativity; Recap; Part II: Shifting to a Culture of Analysis
- Chapter 3: What "Culture of Analysis" MeansWhat 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; Recap; Chapter 4: Avoiding Stumbling Points; Do You Need an Analytics Intervention?; The Road to Recovery: Overcoming Real Gaps; Recap; Part III: Proven Formula for Success; Chapter 5: Preparing to Be Data-Driven; Web Analytics Methodology; The Four Steps of Web Analytics; Results and Starting Again; Recap; Chapter 6: Defining Site Goals, KPIs, and Key Metrics
- Defining Overall Business GoalsDefining Site Goals: The Conversion Funnel; Understanding Key Performance Indicators (KPIs); Common KPIs for Different Site Types; Recap; Chapter 7: Monetizing Site Behaviors; The Monetization Challenge; Web-Monetization Models; Monetization Models for Different Site Types and Behaviors; Recap; Chapter 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
- Chapter 9: Analyzing Site PerformanceAnalysis vs. Reporting; Examples of Analysis; Segmenting Traffic to Identify Behavioral Differences; Analyzing Drivers to Offline Conversion; Delayed Conversion; Recap; Chapter 10: Prioritizing; How We Prioritize; Dynamic Prioritization; Forecasting Potential Impact; Recap; Chapter 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; Recap; Chapter 12: Agencies
- Why Use an Agency at All?Finding an Agency; Creating an RFP; Mutual Objective: Success; Recap; Chapter 13: The Creative Brief; What Is a Creative Brief?; Analytics and Creativity; A Sample Creative Brief; Recap; Chapter 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; Recap; Chapter 15: Partners; 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; Recap
- Conclusion
