1. The Business Of Web Monitoring

   1. Chapter 1 Why Watch Websites?

      1. A Fragmented View
      2. Out with the Old, in with the New
      3. A Note on Privacy: Tracking People

   2. Chapter 2 What Business Are You In?

      1. Media Sites
      2. Transactional Sites
      3. Collaboration Sites
      4. Software-as-a-Service Applications

   3. Chapter 3 What Could We Watch?

      1. How Much Did Visitors Benefit My Business?
      2. Where Is My Traffic Coming From?
      3. What’s Working Best (and Worst)?
      4. How Good Is My Relationship with My Visitors?
      5. How Healthy Is My Infrastructure?
      6. How Am I Doing Against the Competition?
      7. Where Are My Risks?
      8. What Are People Saying About Me?
      9. How Are My Site and Content Being Used Elsewhere?
      10. The Tools at Our Disposal

   4. Chapter 4 The Four Big Questions

      1. What Did They Do?
      2. How Did They Do It?
      3. Why Did They Do It?
      4. Could They Do It?
      5. Putting It All Together
      6. Analyzing Data Properly
      7. A Complete Web Monitoring Maturity Model

2. Web Analytics, Usability, and the Voice of the Customer

   1. Chapter 5 What Did They Do?: Web Analytics

      1. Dealing with Popularity and Distance
      2. The Core of Web Visibility
      3. A Quick History of Analytics
      4. The Three Stages of Analytics
      5. Implementing Web Analytics
      6. Sharing Analytics Data
      7. Choosing an Analytics Platform
      8. The Up-Front Work
      9. Web Analytics Maturity Model

   2. Chapter 6 How Did They Do It?: Monitoring Web Usability

      1. Web Design Is a Hypothesis
      2. Seeing the Content: Scrolling Behavior
      3. Proper Interactions: Click Heatmaps
      4. Data Input and Abandonment: Form Analysis
      5. Individual Visits: Replay
      6. Implementing WIA
      7. Issues and Concerns
      8. Web Interaction Analytics Maturity Model

   3. Chapter 7 Why Did They Do It?: Voice of the Customer

      1. The Travel Industry’s Dilemma
      2. They Aren’t Doing What You Think They Are
      3. What VOC Is
      4. What VOC Isn’t
      5. Four Ways to Understand Users
      6. Kicking Off a VOC Program
      7. Deciding Who to Ask
      8. Encouraging Participation
      9. Advantages, Concerns, and Caveats
      10. Voice of the Customer Maturity Model

3. Web Performance and End User Experience

   1. Chapter 8 Could They Do It?: End User Experience Management

      1. What’s User Experience? What’s Not?
      2. The Anatomy of a Web Session
      3. Wrinkles: Why It’s Not Always That Easy
      4. Other Factors
      5. Measuring by Hand: Developer Tools
      6. Places and Tasks in User Experience
      7. Conclusions

   2. Chapter 9 Could They Do It?: Synthetic Monitoring

      1. Monitoring Inside the Network
      2. Monitoring from Outside the Network
      3. Different Tests for Different Tiers
      4. Beyond a Simple GET: Compound Testing
      5. Configuring Synthetic Tests
      6. Aggregation and Visualization
      7. Advantages, Concerns, and Caveats
      8. Synthetic Monitoring Maturity Model

   3. Chapter 10 Could They Do It?: Real User Monitoring

      1. RUM and Synthetic Testing Side by Side
      2. How We Use RUM
      3. Capturing End User Experience
      4. Deciding How to Collect RUM Data
      5. RUM Reporting: Individual and Aggregate Views
      6. RUM Concerns and Trends
      7. Real User Monitoring Maturity Model

4. Online Communities, Internal Communities, and Competitors

   1. Chapter 11 What Did They Say?: Online Communities

      1. New Ways to Interact
      2. Consumer Technology
      3. Vocal Markets
      4. Where Communities Come from
      5. Online Communities on the Web

   2. Chapter 12 Why Care About Communities?

      1. The Mouth of the Long Funnel
      2. A New Kind of PR
      3. Support Communities: Help Those Who Help Themselves
      4. Risk Avoidance: Watching What the Internet Thinks
      5. Business Agility: Iterative Improvements
      6. Getting Leads: Referral Communities

   3. Chapter 13 The Anatomy of a Conversation

      1. The Participants: Who’s Talking?
      2. The Topics: What Are They Talking About?
      3. The Places: Where Are They Talking?

   4. Chapter 14 Tracking and Responding

      1. Searching a Community
      2. Joining a Community
      3. Moderating a Community
      4. Running a Community
      5. Putting It All Together
      6. Measuring Communities and Outcomes
      7. Reporting the Data
      8. Responding to the Community
      9. Community Listening Platforms
      10. Community Monitoring Maturity Model

   5. Chapter 15 Internally Focused Communities

      1. Knowledge Management Strategies
      2. Internal Community Platform Examples
      3. The Internal Community Monitoring Maturity Model

   6. Chapter 16 What Are They Plotting?: Watching Your Competitors

      1. Watching Competitors’ Sites
      2. Do I Have Competitors I Don’t Know About?
      3. Are They Getting More Traffic?
      4. Do They Have a Better Reputation?
      5. Are Their Sites Healthier Than Mine?
      6. Is Their Marketing and Branding Working Better?
      7. Are Their Sites Easier to Use or Better Designed?
      8. Have They Made Changes I Can Use?
      9. Preparing a Competitive Report
      10. Competitive Monitoring Maturity Model

5. Putting It All Together

   1. Chapter 17 Putting It All Together

      1. Simplify, Simplify, Simplify
      2. Drill Down and Drill Up
      3. Visualization
      4. Segmentation
      5. Efficient Alerting
      6. Getting It All in the Same Place
      7. Tying Together Offsite and Onsite Data

   2. Chapter 18 What’s Next?: The Future of Web Monitoring

      1. Accounting and Optimization
      2. From Visits to Visitors
      3. From Pages to Places and Tasks
      4. Mobility
      5. Standardization
      6. Agencies Versus Individuals
      7. Monetizing Analytics
      8. A Holistic View
      9. A Complete Maturity Model
      10. A Complete Perspective
      11. The Unfinished Ending

1. Appendix KPIs for the Four Types of Site

   1. Tailoring the Monitoring Mix to Media Sites

   2. Tailoring the Monitoring Mix to Transactional Sites

   3. Tailoring the Monitoring Mix to Collaborative Sites

   4. Tailoring the Monitoring Mix to SaaS Sites

2. Colophon

The animal on the cover of Complete Web Monitoring is a raven. The raven Corvus corax is a member of the family Corvidae, which includes crows, jays, and magpies. They are one of the most widespread, naturally occurring birds worldwide. While they can be found throughout most of the Northern Hemisphere in many types of habitats, they are permanent residents of Alaska, where they nest anywhere from the Seward Peninsula to the mountains of southeast Alaska. Ravens prefer open landscapes such as seacoasts, treeless tundra, open riverbanks, rocky cliffs, mountain forests, plains, deserts, and scrubby woodlands. There is no mistaking the raucous call of the raven; its deep, resonant caw is its trademark, yet the bird can produce an amazing assortment of sounds.

The raven is distinguished from other Corvus species by their massive size and is the largest all-black bird in the world. In Alaska, the raven is sometimes confused with a hawk or crow. The birds have have large, stout bills, thick necks, shaggy throat feathers called "hackles" that they use in social communication, and wedge-shaped tails, which are most visible when the birds are in flight.

Most ravens first breed at three or four years of age; once a raven finds a parter, it mates for life. Ravens begin displaying courtship behavior in mid-January, and by mid-March, adult pairs roost near their nesting locations. The female lays three to seven eggs and then incubates them; the male contributes to the birth of his young by feeding the mother-to-be while she nests. The chicks hatch after about three weeks and leave the nest about four weeks after hatching. Both parents feed their young by regurgitating food and water stored in their throat pouches. Ravens are omnivores, but most of their diet is meat, they are known to consume a wide variety of both plant and animal matter.

Ravens are excellent fliers and often engage in aerial acrobatics as they soar to great heights. During the day, ravens form loose flocks, but by night, many of them will roost together. As many as 800 ravens have been seen in one roost. Unlike many birds, ravens do not undertake long migrations, but they do relocate locally for nesting each year. They scavenge for carrion and garbage and also prey on rodents and on the eggs and nestlings of other birds.

The raven has played important roles in many cultures, mythologies, and writings. Ravens disobeyed Noah during the great flood by failing to return to the ark after being sent to search for land. In Norse mythology, the god Odin ordered two ravens named Thought and Memory to fly the world each day so they could inform him of what was happening. The spiritual importance of the raven to Alaska's Native people is still recognized today.

The cover image is from Cassell's Natural History. The cover font is Adobe ITC Garamond. The text font is Linotype Birka; the heading font is Adobe Myriad Condensed; and the code font is LucasFont's TheSansMonoCondensed.