Web Analytics

Web Analytics

by Avinash Kaushik
Released June 2007
Publisher(s): Sybex
ISBN: 9780470130650

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Book description

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 efforts. Discover how to move beyond clickstream analysis, why qualitative data should be your focus, and more insights and techniques that will help you develop a customer-centric mindset without sacrificing your company’s bottom line.

Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Table of contents

  1. Praise
  2. Title Page
  3. Copyright Page
  4. Dear Reader,
  5. Dedication
  6. Acknowledgements
  7. About the Author
  8. Foreword
  9. Introduction
    1. Why Focus on Web Analytics?
    2. Who Can Use This book?
    3. What’s Inside?
  10. Chapter 1 - Web Analytics—Present and Future
    1. A Brief History of Web Analytics
    2. Current Landscape and Challenges
    3. Traditional Web Analytics Is Dead
    4. What Web Analytics Should Be
  11. Chapter 2 - Data Collection—Importance and Options
    1. Understanding the Data Landscape
    2. Clickstream Data
    3. Outcomes Data
    4. Research Data
    5. Competitive Data
  12. Chapter 3 - Overview of Qualitative Analysis
    1. The Essence of Customer Centricity
    2. Lab Usability Testing
    3. Heuristic Evaluations
    4. Site Visits (Follow-Me-Home Studies)
    5. Surveys (Questionnaires)
    6. Summary
  13. Chapter 4 - Critical Components of a Successful Web Analytics Strategy?
    1. Focus on Customer Centricity
    2. Solve for Business Questions
    3. Follow the 10/90 Rule
    4. Hire Great Web Analysts
    5. Identify Optimal Organizational Structure and Responsibilities
  14. Chapter 5 - Web Analytics Fundamentals
    1. Capturing Data: Web Logs or JavaScript tags?
    2. Selecting Your Optimal Web Analytics Tool
    3. Understanding Clickstream Data Quality
    4. Implementing Best Practices
    5. Apply the “Three Layers of So What” Test
  15. Chapter 6 - Month 1: Diving Deep into Core Web Analytics Concepts
    1. Week 1: Preparing to Understand the Basics
    2. Week 2: Revisiting Foundational Metrics
    3. Week 3: Understanding Standard Reports
    4. Week 4: Using Website Content Quality and Navigation Reports
  16. Chapter 7 - Month 2: Jump-Start Your Web Data Analysis
    1. Prerequisites and Framing
    2. Week 1: Creating Foundational Reports
    3. E-commerce Website Jump-Start Guide
    4. Support Website Jump-Start Guide
    5. Blog Measurement Jump-Start Guide
    6. Week 4: Reflections and Wrap-Up
  17. Chapter 8 - Month 3: Search Analytics—Internal Search, SEO, and PPC
    1. Week 1: Performing Internal Site Search Analytics
    2. Week 2: Beginning Search Engine Optimization
    3. Week 3: Measuring SEO Efforts
    4. Week 4: Analyzing Pay per Click Effectiveness
  18. Chapter 9 - Month 4: Measuring Email and Multichannel Marketing
    1. Week 1: Email Marketing Fundamentals and a Bit More
    2. Week 2: Email Marketing—Advanced Tracking
    3. Weeks 3 and 4: Multichannel Marketing, Tracking, and Analysis
  19. Chapter 10 - Month 5: Website Experimentation and Testing—Shifting the Power ...
    1. Weeks 1 and 2: Why Test and What Are Your Options?
    2. Week 3: What to Test—Specific Options and Ideas
    3. Week 4: Build a Great Experimentation and Testing Program
  20. Chapter 11 - Month 6: Three Secrets Behind Making Web Analytics Actionable
    1. Week 1: Leveraging Benchmarks and Goals in Driving Action
    2. Week 2: Creating High Impact Executive Dashboards
    3. Week 3: Using Best Practices for Creating Effective Dashboard Programs
    4. Week 4: Applying Six Sigma or Process Excellence to Web Analytics
  21. Chapter 12 - Month 7: Competitive Intelligence and Web 2.0 Analytics
    1. Competitive Intelligence Analytics
    2. Web 2.0 Analytics
  22. Chapter 13 - Month 8 and Beyond: Shattering the Myths of Web Analytics
    1. Path Analysis: What Is It Good For? Absolutely Nothing
    2. Conversion Rate: An Unworthy Obsession
    3. An Alternative: Task Completion Rate by Primary Purpose
    4. Perfection: Perfection Is Dead, Long Live Perfection
    5. Real-Time Data: It’s Not Really Relevant, and It’s Expensive to Boot
    6. Standard KPIs: Less Relevant Than You Think
  23. Chapter 14 - Advanced Analytics Concepts—Turbocharge Your Web Analytics
    1. Unlock the Power of Statistical Significance
    2. Use the Amazing Power of Segmentation
    3. Make Your Analysis and Reports “Connectable”
    4. Use Conversion Rate Best Practices
    5. Elevate Your Search Engine Marketing/Pay Per Click Analysis
    6. Measure Your Bounce Rate (in Aggregate and by Top Key Phrases)
    7. Measure the Adorable Site Abandonment Rate Metric
    8. Measure Days and Visits to Purchase
    9. Leverage Statistical Control Limits
    10. Measure the Real Size of Your Convertible “Opportunity Pie”
  24. Chapter 15 - Creating a Data-Driven Culture—Practical Steps and Best Practices
    1. Key Skills to Look for in a Web Analytics Manager/Leader
    2. When and How to Hire Consultants or In-House Experts
    3. Seven Steps to Creating a Data-Driven Decision-Making Culture
  25. Index

Product information

  • Title: Web Analytics
  • Author(s): Avinash Kaushik
  • Release date: June 2007
  • Publisher(s): Sybex
  • ISBN: 9780470130650