Avinash Kaushik

Web Analytics 2.0 (eBook, ePUB)

The Art of Online Accountability and Science of Customer Centricity

• Format: ePub

Produktbeschreibung

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 strategy, applying analytical techniques correctly, solving challenges such as measuring social media and multichannel campaigns, achieving optimal success by leveraging experimentation, and employing tactics for truly listening to your customers. The book will help your organization become more data driven while you become a super analysis ninja!

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 512
• Erscheinungstermin: 14. Januar 2010
• Englisch
• ISBN-13: 9780470596449
• Artikelnr.: 37297460

Autorenporträt

Avinash Kaushik is the author of the leading research & analytics blog Occam's Razor. He is also the Analytics Evangelist for Google and the Chief Education Officer at Market Motive, Inc. He is a bestselling author and a frequent speaker at key industry conferences around the globe and at leading American universities. He was the recipient of the 2009 Statistical Advocate of the Year award from the American Statistical Association. The author donates all proceeds from his books to two charities, The Smile Train and The Ekal Vidyalaya Foundation.

Inhaltsangabe

Introduction. 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! Q1: "Do I want reporting or analysis?" Q2: "Do I have
IT strength, business strength, or both?" Q3: "Am I solving just for
Clickstream or for Web Analytics 2.0?" Step 2: Ten Questions to Ask Vendors
Before You Marry Them. Q1: "What is the difference between your
tool/solution and free tools from Yahoo! and Google?" Q2: "Are you 100
percent ASP, or do you offer a software version? Are you planning a
software version?" Q3: "What data capture mechanisms do you use?" Q4: "Can
you calculate the total cost of ownership for your tool?" Q5: "What kind of
support do you offer? What do you include for free, and what costs more? Is
it free 24/7?" Q6: "What features in your tool allow me to segment the
data?" Q7: "What options do I have for exporting data from your system into
our company's system?" Q8: "What features do you provide for me to
integrate data from other sources into your tool?" Q9: "Can you name two
new features/tools/acquisitions your company is cooking up to stay ahead of
your competition for the next three years?" Q10: "Why did the last two
clients you lost cancel their contracts? Who are they using now? May we
call one of these former clients?" Comparing Web Analytics Vendors:
Diversify and Conquer. The Three-Bucket Strategy. 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 Metrics. Chapter 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 Websites. Chapter 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. Tip 1: Your First Test is "Do or
Die". Tip 2: Don't Get Caught in the Tool/Consultant Hype. Tip 3: "Open the
Kimono"--Get Over Yourself. Tip 4: Start with a Hypothesis. Tip 5: Make
Goals Evaluation Criteria and Up-Front Decisions. Tip 6: Test For and
Measure Multiple Outcomes. Tip 7: Source Your Tests in Customer Pain. Tip
8: Analyze Data and Communicate Learnings. Tip 9: Two Must-Haves:
Evangelism and Expertise. Chapter 8 Competitive Intelligence Analysis. CI
Data Sources, Types, and Secrets. Website Traffic Analysis. Search 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. The Promise and Challenge of Behavior Targeting.
Online Data Mining and Predictive Analytics: Challenges. Path to Nirvana:
Steps Toward Intelligent Analytics Evolution. Step 1: Tag, Baby, Tag! Step
2: Configuring Web Analytics Tool Settings. Step 3: Campaign/Acquisition
Tracking. Step 4: Revenue and Uber-intelligence. Step 5: Rich-Media
Tracking (Flash, Widgets, Video). Chapter 11 Guiding Principles for
Becoming an Analysis Ninja. Context Is Queen. Comparing KPI Trends Over
Time. Beyond the Top 10: What's Changed. True Value: Measuring Latent
Conversions and Visitor Behavior. Four Inactionable KPI Measurement
Techniques. Search: Measuring the Value of Upper Funnel Keywords. Search:
Advanced Pay-per-Click Analyses. Chapter 12 Advanced Principles for
Becoming an Analysis Ninja. Multitouch Campaign Attribution Analysis.
Multichannel Analytics: Measurement Tips for a Nonline World. Chapter 13
The Web Analytics Career. Planning a Web Analytics Career: Options, Salary
Prospects, and Growth. Cultivating Skills for a Successful Career in Web
Analysis. An Optimal Day in the Life of an Analysis Ninja. Hiring the Best:
Advice for Analytics Managers and Directors. Chapter 14 HiPPOs, Ninjas, and
the Masses: Creating a Data-Driven Culture. Transforming Company Culture:
How to Excite People About Analytics. Deliver Reports and Analyses That
Drive Action. Changing Metric Definitions to Change Cultures: Brand
Evangelists Index. Slay the Data Quality Dragon: Shift from Questioning to
Using Data. Five Rules for Creating a Data-Driven Boss. Need Budget?
Strategies for Embarrassing Your Organization. Strategies to Break Down
Barriers to Web Measurement. Who Owns Web Analytics? Appendix About the
Companion CD. Index.