Web analytics 2.0 the art of online accountability & science of customer centricity
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 strat...
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, NJ :
Wiley
2009.
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| Edición: | 1st edition |
| Colección: | Serious skills
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627594606719 |
Tabla de Contenidos:
- Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity; About the Author; Contents; Introduction; The Awesome World of Data-Driven Decision Making; What's Inside the Book?; Valuable Multimedia Content on the CD; Request for Feedback; The Beginning; Chapter 1: The Bold New World of Web Analytics 2.0; State of the Analytics Union; State of the Industry; Rethinking Web Analytics: Meet Web Analytics 2.0; Change: Yes We Can!; Chapter 2: The Optimal Strategy for Choosing Your Web Analytics Soul Mate; Predetermining Your Future Success
- Step 1: Three Critical Questions to Ask Yourself Before You Seek an Analytics Soul Mate!Step 2: Ten Questions to Ask Vendors Before You Marry Them; Comparing Web Analytics Vendors: Diversify and Conquer; Step 3: Identifying Your Web Analytics Soul Mate (How to Run an Effective Tool Pilot); Step 4: Negotiating the Prenuptials: Check SLAs for Your Web Analytics Vendor Contract; Chapter 3: The Awesome World of Clickstream Analysis: Metrics; Standard Metrics Revisited: Eight Critical Web Metrics; Bounce Rate; Exit Rate; Conversion Rate; Engagement; Web Metrics Demystified
- Strategically Aligned Tactics for Impactful Web MetricsChapter 4: The Awesome World of Clickstream Analysis: Practical Solutions; A Web Analytics Primer; The Best Web Analytics Report; Foundational Analytical Strategies; Everyday Clickstream Analyses Made Actionable; Reality Check: Perspectives on Key Web Analytics Challenges; Chapter 5: The Key to Glory: Measuring Success; Focus on the "Critical Few"; Five Examples of Actionable Outcome KPIs; Moving Beyond Conversion Rates; Measuring Macro and Micro Conversions; Quantifying Economic Value; Measuring Success for a Non-ecommerce Website
- Measuring B2B WebsitesChapter 6: Solving the "Why" Puzzle-Leveraging Qualitative Data; Lab Usability Studies: What, Why, and How Much?; Usability Alternatives: Remote and Online Outsourced; Surveys: Truly Scalable Listening; Web-Enabled Emerging User Research Options; Chapter 7: Failing Faster: Unleashing the Power of Testing and Experimentation; A Primer on Testing Options: A/B and MVT; Actionable Testing Ideas; Controlled Experiments: Step Up Your Analytics Game!; Creating and Nurturing a Testing Culture; Chapter 8: Competitive Intelligence Analysis; CI Data Sources, Types, and Secrets
- Website Traffic AnalysisSearch and Keyword Analysis; Audience Identification and Segmentation Analysis; Chapter 9: Emerging Analytics: Social, Mobile, and Video; Measuring the New Social Web: The Data Challenge; Analyzing Offline Customer Experiences (Applications); Analyzing Mobile Customer Experiences; Measuring the Success of Blogs; Quantifying the Impact of Twitter; Analyzing Performance of Videos; Chapter 10: Optimal Solutions for Hidden Web Analytics Traps; Accuracy or Precision?; A Six-Step Process for Dealing with Data Quality; Building the Action Dashboard
- Nonline Marketing Opportunity and Multichannel Measurement
