Web analytics : an hour a day / Avinash Kaushik.

Format:

Book

Author/Creator:

Kaushik, Avinash.

Series:

Serious skills.

Serious skills

Language:

English

Subjects (All):

Web usage mining.

Internet users--Statistics--Data processing.

Internet users.

Internet marketing.

Web site development.

Physical Description:

1 online resource (481 p.)

Edition:

1st edition

Place of Publication:

Indianapolis, Ind. : Sybex, c2007.

Language Note:

English

System Details:

text file

Summary:

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

Contents:

Web Analytics: An Hour a Day; Acknowledgments; About the Author; Contents; 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 BasicsWeek 2: Revisiting Foundational Metrics; Week 3: Understanding Standard Reports; Week 4: Using Website Content Quality and Navigation Reports; Chapter 7: Month 2: Jump-Start; 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 EffortsWeek 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 ActionableWeek 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

Notes:

Includes index.

ISBN:

9786610916443

9781280916441

1280916443

9780470175057

0470175052

OCLC:

299753363