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| Foreword | |
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| Introduction | |
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| The Changing Landscape of Marketing Online | |
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| The Big Picture | |
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| New Marketing Trends | |
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| The Consumer Revolution | |
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| The Shift from Offline to Online Marketing | |
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| Instant Brand Building (and Destruction) | |
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| Rich Media and Infinite Variety | |
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| The Analysis Mandate | |
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| ROI Marketing | |
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| Innovation | |
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| Some Final Thoughts | |
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| Performance Marketing | |
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| Data vs. Design | |
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| Web Design Today | |
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| The Web Award Fallacy | |
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| When Visual Design Goes Wrong | |
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| Where Data Goes Wrong | |
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| Performance-Driven Design: Balancing Logic and Creativity | |
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| Case Study: Dealing with Star Power | |
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| Case Study: Forget Marketing at All | |
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| Recap | |
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| Shifting to a Culture of Analysis | |
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| What "Culture of Analysis" Means | |
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| What Is a Data-Driven Organization? | |
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| Data-Driven Decision Making | |
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| Dynamic Prioritization | |
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| Perking Up Interest in Web Analytics | |
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| Establishing a Web Analytics Steering Committee | |
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| Starting Out Small with a Win | |
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| Empowering Your Employees | |
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| Managing Up | |
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| Impact on Roles beyond the Analytics Team | |
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| Cross-Channel Implications | |
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| Questionnaire: Rating Your Level of Data Drive | |
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| Recap | |
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| Avoiding Stumbling Points | |
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| Do You Need an Analytics Intervention? | |
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| Analytics Intervention Step 1: Admitting the Problem | |
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| Analytics Intervention Step 2: Admit That You Are the Problem | |
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| Analytics Intervention Step 3: Agree That This Is a Corporate Problem | |
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| The Road to Recovery: Overcoming Real Gaps | |
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| Lack of Established Processes and Methodology | |
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| Failure to Establish Proper KPIs and Metrics | |
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| Data Inaccuracy | |
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| Data Overload | |
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| Inability to Monetize the Impact of Changes | |
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| Inability to Prioritize Opportunities | |
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| Limited Access to Data | |
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| Inadequate Data Integration | |
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| Starting Too Big | |
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| Failure to Tie Goals to KPIs | |
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| No Plan for Acting on Insight | |
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| Lack of Committed Individual and Executive Support | |
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| Recap | |
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| Proven Formula for Success | |
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| Preparing to Be Data-Driven | |
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| Web Analytics Methodology | |
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| The Four Steps of Web Analytics | |
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| Defining Business Metrics (KPIs) | |
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| Reports | |
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| Analysis | |
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| Optimization and Action | |
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| Results and Starting Again | |
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| Recap | |
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| Defining Site Goals, KPIs, and Key Metrics | |
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| Defining Overall Business Goals | |
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| Defining Site Goals: The Conversion Funnel | |
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| Awareness | |
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| Interest | |
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| Consideration | |
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| Purchase | |
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| Website Goals and the Marketing Funnel | |
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| Understanding Key Performance Indicators (KPIs) | |
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| Constructing KPIs | |
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| Creating Targets for KPIs | |
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| Common KPIs for Different Site Types | |
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| E-Commerce | |
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| Lead Generation | |
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| Customer Service | |
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| Content Sites | |
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| Branding Sites | |
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| Recap | |
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| Monetizing Site Behaviors | |
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| The Monetization Challenge | |
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| Case Study: Monetization and Motivation | |
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| Web-Monetization Models | |
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| Top 10 Ways Monetization Models Can Help Your Company | |
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| How to Create Monetization Models | |
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| Assembling a Monetization Model | |
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| Monetization Models for Different Site Types and Behaviors | |
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| E-Commerce Opportunity | |
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| Lead Generation | |
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| Customer Service | |
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| Ad-Supported Content Sites | |
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| Recap | |
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| Getting the Right Data | |
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| Primary Data Types | |
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| Warning: Avoid Data Smog | |
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| Behavioral Data | |
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| Attitudinal Data | |
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| Balancing Behavioral and Attitudinal Data | |
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| Competitive Data | |
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| Secondary Data Types | |
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| Customer Interaction and Data | |
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| Third-Party Research | |
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| Usability Benchmarking | |