Web Analytics An Hour a Day

ISBN-10: 0470130652
ISBN-13: 9780470130650
Edition: 2007
List price: $29.99
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Description: 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  More...

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Book details

List price: $29.99
Copyright year: 2007
Publisher: John Wiley & Sons, Incorporated
Publication date: 6/5/2007
Binding: Paperback
Pages: 480
Size: 7.50" wide x 9.25" long x 1.25" tall
Weight: 1.628
Language: English

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 not included as part of eBook file.

Avinash Kaushik is the co-Founder of Market Motive Inc and the Digital Marketing Evangelist for Google. His prior professional experience includes key roles at Intuit, DirecTV, Silicon Graphics in the US & DHL in Saudi Arabia.Through his blog, Occam's Razor, and his best selling books, Web Analytics: An Hour A Day and Web Analytics 2.0, Avinash has become recognized as an authoritative voice on how marketers, executives teams and industry leaders can leverage data to fundamentally reinvent their digital existence.Avinash puts a common sense framework around the often frenetic world of web analytics and combines that with the philosophy that investing in talented analysts is the key to long-term success. He passionately advocates customer centricity and leveraging bleeding edge competitive intelligence techniques.Avinash has received rave reviews for bringing his energetic, inspiring, and practical insights to companies like Unilever, Dell, Time Warner, Vanguard, Porsche, and IBM. He has delivered keynotes at a variety of global conferences, including Ad-Tech, Monaco Media Forum, Search Engine Strategies, JMP Innovators' Summit, The Art of Marketing and Web 2.0.Acting on his passion for teaching Avinash has lectured at major universities such as Stanford University, University of Virginia, University of California - Los Angeles and University of Utah.Avinash received the 2009 Statistical Advocate of the Year award from the American Statistical Association, and the 2011 Most Influential Industry Contributor award from the Web Analytics Association.Specialties:Web Analytics and Web Research thought leadership.Customer Satisfaction & VOC measurement & management.Driving efficiency and insights in large companies by strategic infusion of technology and business acumen.

Foreword
Introduction
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
Data Collection-Importance and Options
Understanding the Data Landscape
Clickstream Data
Outcomes Data
Research Data
Competitive Data
Overview of Qualitative Analysis
The Essence of Customer Centricity
Lab Usability Testing
Heuristic Evaluations
Site Visits (Follow-Me-Home Studies)
Surveys (Questionnaires)
Summary
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
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
Month 1: Diving Deep into Core Web Analytics Concepts
Preparing to Understand the Basics
Revisiting Foundational Metrics
Understanding Standard Reports
Using Website Content Quality and Navigation Reports
Month 2: Jump-Start Your Web Data Analysis
Prerequisites and Framing
Creating Foundational Reports
E-commerce Website Jump-Start Guide
Support Website Jump-Start Guide
Blog Measurement Jump-Start Guide
Reflections and Wrap-Up
Month 3: Search Analytics-Internal Search, SEO, and PPC
Performing Internal Site Search Analytics
Beginning Search Engine Optimization
Measuring SEO Efforts
Analyzing Pay per Click Effectiveness
Month 4: Measuring Email and Multichannel Marketing
Email Marketing Fundamentals and a Bit More
Email Marketing-Advanced Tracking
Multichannel Marketing, Tracking, and Analysis
Month 5:Website Experimentation and Testing-Shifting the Power to Customers and Achieving Significant Outcomes
Why Test and What Are Your Options?
What to Test-Specific Options and Ideas
Build a Great Experimentation and Testing Program
Month 6: Three Secrets Behind Making Web Analytics Actionable
Leveraging Benchmarks and Goals in Driving Action
Creating High Impact Executive Dashboards
Using Best Practices for Creating Effective Dashboard Programs
Applying Six Sigma or Process Excellence to Web Analytics
Month 7: Competitive Intelligence and Web 2.0 Analytics
Competitive Intelligence Analytics
Web 2.0 Analytics
Month 8 and Beyond: Shattering the Myths of Web Analytics
Path Analysis
Conversion Rate: An Unworthy Obsession
Perfection: Perfection Is Dead, Long Live Perfection
Real-Time Data: It's Not Really Relevant, and It's Expensive to Boot
Standard KPIs: Less Relevant Than You Think
Advanced Analytics Concepts-Turbocharge Your Web Analytics
Unlock the Power of Statistical Significance
Use the Amazing Power of Segmentation
Make Your Analysis and Reports "Connectable"
Use Conversion Rate Best Practices
Elevate Your Search Engine Marketing/Pay Per C

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