Front cover image for Web analytics 2.0 : the art of online accountability & science of customer centricity

Web analytics 2.0 : the art of online accountability & science of customer centricity

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 d
eBook, English, 2009
Wiley, Hoboken, NJ, 2009
1 online resource (507 pages)
9780470596449, 9781282319653, 9786612319655, 9780470596425, 0470596449, 1282319655, 6612319658, 0470596422
Available in another form:
Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity; About the Author; Contents; Introduction; The Awesome World of Data-Driven Decision Making; What's Inside the Book?; Valuable Multimedia Content on the CD; Request for Feedback; The Beginning; 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!Step 2: Ten Questions to Ask Vendors Before You Marry Them; Comparing Web Analytics Vendors: Diversify and Conquer; 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 MetricsChapter 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 WebsitesChapter 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; Chapter 8: Competitive Intelligence Analysis; CI Data Sources, Types, and Secrets Website Traffic AnalysisSearch 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
Includes index
Nonline Marketing Opportunity and Multichannel Measurement