Web Analytics 2.0. The Art of Online Accountability and Science of Customer Centricity

Transcription

1 Brochure More information from Web Analytics 2.0. The Art of Online Accountability and Science of Customer Centricity Description: Analytics is vitally important, and no one explains it more elegantly, more simply, or more powerfully than Avinash Kaushik. Consider buying up all the copies of this book before your competition gets a copy. Seth Godin, author, Tribes Lots of companies have spent lots of time and money collecting data and sadly do little with it. In Web Analytics 2.0, Avinash Kaushik helps us grasp the importance of this underused resource and shows us how to make the most of online data and experimentation. Dan Ariely, Professor of Behavioral Economics, Duke University, and author of Predictably Irrational Kaushik takes the witchcraft out of analytics. If venture capitalists read this book, they would fire half of the CEOs that they've funded. Guy Kawasaki, Co founder of Alltop & Garage Technology Ventures When people ask, who is the smartest guy in the room when it comes to online marketing? only one name comes to mind: Avinash Kaushik. His new book Web Analytics 2.0 should be on every marketer s desk. It s powerful, awesome and actionable. Mitch Joel, President of Twist Image & author of Six Pixels of Separation Shift to Data Driven Decision Making and Leverage the Complete Power of All Web Data The Web, online marketing, and advertising have been revolutionized in the last few years, yet the approach to using data has remained largely the same as a decade ago. Web analytics thought leader Avinash Kaushik presents the next generation framework of web analytics in this exciting book that will dramatically enhance the ability of your organization to think smart and move fast. In this book, Avinash lays out specific strategies and execution models to evolve from simply leveraging clickstream tools to incorporating the insightful elixir of qualitative data, experimentation and testing, and competitive intelligence tools. While expanding upon the industry shaping lessons from his bestselling book Web Analytics: An Hour a Day, Avinash explains how to measure, analyze, and act upon today's quickly evolving web technologies and trends including social media, video, mobile, and online user centric design options. As he updates traditional approaches, Avinash debunks myths, identifies traps, and reveals specific, simple and advanced methodologies to transform your thinking, making this book the ultimate guide for all web professionals. - Discover the solutions for the hardest challenges, including multichannel analytics and multitouch campaign attribution analysis - Quantify the holistic economic value of your website and measure macro and micro conversions for ecommerce, non ecommerce, and B2B websites - Profit from analytical methodologies that attack the holy trinity of search: internal site search, pay per click marketing, and search engine optimization - Pinpoint the most relevant Key Performance Indicators for your organization and create actionable dashboards that drive change - Master crucial emerging analytics fields including Twitter, YouTube, blogs, mobile, and rich media analytics - Leverage experimentation and testing to create truly customer centric websites and innovate by failing faster - Create data driven bosses and organizations, and cultivate the skills and background you need for a successful analytics career - Continue learning with four hours of video, an hour of audio, and valuable presentations, templates, and models on the CD

2 Contents: Introduction xxi Chapter 1 The Bold New World of Web Analytics State of the Analytics Union 2 State of the Industry 3 Rethinking Web Analytics: Meet Web Analytics Chapter 2 The Optimal Strategy for Choosing Your Web Analytics Soul Mate 15 Predetermining Your Future Success 16 Step 1: Three Critical Questions to Ask Yourself Before You Seek an Analytics Soul Mate! 17 Step 2: Ten Questions to Ask Vendors Before You Marry Them 21 Comparing Web Analytics Vendors: Diversify and Conquer 28 Step 3: Identifying Your Web Analytics Soul Mate (How to Run an Effective Tool Pilot) 29 Step 4: Negotiating the Prenuptials: Check SLAs for Your Web Analytics Vendor Contract 32 Chapter 3 The Awesome World of Clickstream Analysis: Metrics 35 Standard Metrics Revisited: Eight Critical Web Metrics 36 Bounce Rate 51 Exit Rate 53 Conversion Rate 55 Engagement 56 Web Metrics Demystified 59 Strategically aligned Tactics for Impactful Web Metrics 64 Chapter 4 The Awesome World of Clickstream Analysis: Practical Solutions 75 A Web Analytics Primer 76 The Best Web Analytics Report 85 Foundational Analytical Strategies 87 Everyday Clickstream Analyses Made Actionable 94 Reality Check: Perspectives on Key Web Analytics Challenges 126 Chapter 5 The Key to Glory: Measuring Success 145 Focus on the Critical Few 147 Five Examples of Actionable Outcome KPIs 149 Moving Beyond Conversion Rates 151 Measuring Macro and Micro Conversions 156 Quantifying Economic Value 159

3 Measuring Success for a Non ecommerce Website 162 Measuring B2B Websites 166 Chapter 6 Solving the Why Puzzle: Leveraging Qualitative Data 169 Lab Usability Studies: What, Why, and How Much? 170 Usability Alternatives: Remote and Online Outsourced 175 Surveys: Truly Scalable Listening 179 Web Enabled Emerging User Research Options 190 Chapter 7 Failing Faster: Unleashing the Power of Testing and Experimentation 195 A Primer on Testing Options: A/B and MVT 197 Actionable Testing Ideas 202 Controlled Experiments: Step Up Your Analytics Game! 205 Creating and Nurturing a Testing Culture 209 Chapter 8 Competitive Intelligence Analysis 213 CI Data Sources, Types, and Secrets 214 Website Traffic Analysis 221 Search and Keyword Analysis 225 Audience Identification and Segmentation Analysis 235 Chapter 9 Emerging Analytics: Social, Mobile, and Video 241 Measuring the New Social Web: The Data Challenge 242 Analyzing Offline Customer Experiences (Applications) 248 Analyzing Mobile Customer Experiences 250 Measuring the Success of Blogs 257 Quantifying the Impact of Twitter 266 Analyzing Performance of Videos 273 Chapter 10 Optimal Solutions for Hidden Web Analytics Traps 283 Accuracy or Precision? 284 A Six Step Process for Dealing with Data Quality 286 Building the Action Dashboard 288 Nonline Marketing Opportunity and Multichannel Measurement 294 The Promise and Challenge of Behavior Targeting 298 Online Data Mining and Predictive Analytics: Challenges 302

4 Path to Nirvana: Steps Toward Intelligent Analytics Evolution 306 Chapter 11 Guiding Principles for Becoming an Analysis Ninja 313 Context Is Queen 314 Comparing KPI Trends Over Time 321 Beyond the Top 10: What s Changed 324 True Value: Measuring Latent Conversions and Visitor Behavior 327 Four Inactionable KPI Measurement Techniques 330 Search: Achieving the Optimal Long Tail Strategy 338 Search: Measuring the Value of Upper Funnel Keywords 346 Search: Advanced Pay per Click Analyses 348 Chapter 12 Advanced Principles for Becoming an Analysis Ninja 357 Multitouch Campaign Attribution Analysis 358 Multichannel Analytics: Measurement Tips for a Nonline World 368 Chapter 13 The Web Analytics Career 385 Planning a Web Analytics Career: Options, Salary Prospects, and Growth 386 Cultivating Skills for a Successful Career in Web Analysis 393 An Optimal Day in the Life of an Analysis Ninja 401 Hiring the Best: Advice for Analytics Managers and Directors 403 Chapter 14 HiPPOs, Ninjas, and the Masses: Creating a Data Driven Culture 407 Transforming Company Culture: How to Excite People About Analytics 408 Changing Metric Definitions to Change Cultures: Brand Evangelists Index 415 Slay the Data Quality Dragon: Shift from Questioning to Using Data 420 Five Rules for Creating a Data Driven Boss 426 Need Budget? Strategies for Embarrassing Your Organization 429 Strategies to Break Down Barriers to Web Measurement 432 Who Owns Web Analytics? 440 Appendix About the Companion CD 443 Index 447 Ordering: Order Online - Order by Fax - using the form below Order by Post - print the order form below and send to

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