Web Analytics, w. CD-ROM

Web Analytics, w. CD-ROM

Develop a Successful Web Analytics StrategyA Step-by-Step GuideLearn web analytics the right way with this unique, thoroughly modern guide to today's web analytics challenges and opportunities. Written by an in-the-trenches practitioner, this book goes beyond concepts and definitions to challenge prevalent thinking about the field and provide a step-by-step guide to implementing 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. Learn the pros and cons of data collection methodologies Find out how you can stop counting page views and still get a rich understanding of your customers Discover how to identify valuable metrics with the "three layers of so what" test Optimize your organizational structure and choose the right analytics tool Understand and apply advanced analytics concepts, including SEM/PPC analysis, the power of segmentation, conversion-rate best practices, and others Leverage quick-start solutions for blogs and e-commerce, support, and small business websites Learn the key ingredients of a great experimentation and testing platform Use competitive-intelligence analysis to glean insights and drive actionsYou'll also find: Ten steps to turbocharge your web analytics Seven steps for creating a data-driven culture in your organization Six ways to measure the success of a blog Three secrets behind making web analytics actionable Ten signs of a great web analystValuable CD IncludedThe innovative CD includes more than three hours of insightful audio podcasts, a 45-minute video, PowerPoint(r) presentations that mirror key topics in the book, and other useful analytics resources.

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Avinash Kaushik is the author of the highly rated web analytics blog Occam's Razor (www.kaushik.net/avinash). He is an independent consultant and currently the Analytics Evangelist for Google. Prior to that he was the Director of Web Research & Analytics for Intuit, where he was responsible for the business, technical, and strategic elements of the analytics platform that supported more than 70 Intuit websites. Avinash is a frequent speaker at such conferences as Emetrics Summits and Ad-Tech, and he is often quoted in the media as a web metrics expert.Avinash is donating all proceeds from this book to two charities, The Smile Train and Doctors Without Borders.

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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 Basics

Week 2: Revisiting Foundational Metrics

Week 3: Understanding Standard Reports

Week 4: Using Website Content Quality and Navigation Reports

Chapter 7 Month 2: Jump-Start Your Web Data Analysis

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 Efforts

Week 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 Actionable

Week 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

Perfection: Perfection Is Dead, Long Live Perfection

Real-Time Data: It's Not Really Relevant, and It's Expensive to Boot

Standard KPIs: Less Relevant Than You Think

Chapter 14 Advanced Analytics Concepts--Turbocharge Your Web Analytics

Unlock the Power of Statistical Significance

Use the Amazing Power of Segmentation

Make Your Analysis and Reports "Connectable"

Use Conversion Rate Best Practices

Elevate Your Search Engine Marketing/Pay Per Click Analysis

Measure the Adorable Site Abandonment Rate Metric

Measure Days and Visits to Purchase

Leverage Statistical Control Limits

Measure the Real Size of Your Convertible "Opportunity Pie"

Chapter 15 Creating a Data-Driven Culture--Practical Steps and Best Practices

Key Skills to Look for in a Web Analytics Manager/Leader

When and How to Hire Consultants or In-House Experts

Seven Steps to Creating a Data-Driven Decision-Making Culture

Index