Web Analytics 2.0: The Art of Online Accountability and Science of Customer CentricityJohn Wiley & Sons, 30 Ara 2009 - 512 sayfa 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! |
İçindekiler
| 1 | |
| 2 | |
| 10 | |
| 15 | |
Ten Questions to Ask Vendors Before You Marry Them 21 | 21 |
Why did the last two clients you lost cancel their contracts? | 27 |
Metrics | 36 |
Time on Page and Time on Site | 44 |
Top Keywords Performance Trend | 226 |
Competitive Keyword Advantage Analysis | 233 |
Social Mobile and Video | 241 |
Analyzing Offline Customer Experiences Applications | 248 |
Measuring the Success of Blogs | 257 |
Cost of Blogging | 263 |
Conversation Rate | 270 |
Advanced Video Analysis | 278 |
Bounce Rate | 51 |
Web Metrics Demystified | 59 |
Leveraging Custom Reporting | 66 |
Practical Solutions | 75 |
The Best Web Analytics Report | 85 |
Focus on Customer Behavior Not Aggregates | 93 |
Search Engine Optimization SEO Analysis | 101 |
Pay Per ClickPaid Search Analysis | 110 |
Direct Traffic Analysis | 116 |
Flash Video and Widgets | 122 |
Data Sampling 411 | 130 |
Measuring Success | 145 |
Cart and Checkout Abandonment | 152 |
Examples of Macro and Micro Conversions | 158 |
Visitor Recency | 164 |
Remote and Online Outsourced | 175 |
The Single Biggest Surveying Mistake | 184 |
WebEnabled Emerging User Research Options | 190 |
Actionable Testing Ideas | 202 |
Challenges and Benefits | 208 |
Competitive Intelligence Analysis | 214 |
Hybrid Data | 220 |
Nonline Marketing Opportunity and Multichannel Measurement | 294 |
Two Prerequisites for Behavior Targeting | 301 |
Steps Toward Intelligent Analytics Evolution | 306 |
Guiding Principles for Becoming an Analysis Ninja | 313 |
Comparing KPI Trends Over Time | 321 |
Measuring Latent Conversions and Visitor Behavior | 327 |
Ratios | 334 |
Understanding Your Brand and Category Terms | 341 |
Advanced PayperClick Analyses | 348 |
Zeroing In on the User Search Query and Match Types | 354 |
Advanced Principles for Becoming an Analysis Ninja | 357 |
Tracking Online Impact of Offline Campaigns | 369 |
Tracking the Offline Impact of Online Campaigns | 376 |
The Web Analytics Career | 385 |
An Optimal Day in the Life of an Analysis Ninja | 401 |
Creating a DataDriven Culture | 407 |
The Unböring Filter | 413 |
Shift from Questioning | 420 |
CONTENTS | 426 |
If All Else Fails Call | 432 |
Lack of Trust in Analytics | 439 |
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