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| Foreword | |
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| Introduction | |
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| Web Analytics-Present and Future | |
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| A Brief History of Web Analytics | |
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| Current Landscape and Challenges | |
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| Traditional Web Analytics Is Dead | |
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| What Web Analytics Should Be | |
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| Data Collection-Importance and Options | |
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| Understanding the Data Landscape | |
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| Clickstream Data | |
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| Outcomes Data | |
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| Research Data | |
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| Competitive Data | |
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| Overview of Qualitative Analysis | |
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| The Essence of Customer Centricity | |
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| Lab Usability Testing | |
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| Heuristic Evaluations | |
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| Site Visits (Follow-Me-Home Studies) | |
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| Surveys (Questionnaires) | |
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| Summary | |
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| Critical Components of a Successful Web Analytics Strategy? | |
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| Focus on Customer Centricity | |
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| Solve for Business Questions | |
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| Follow the 10/90 Rule | |
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| Hire Great Web Analysts | |
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| Identify Optimal Organizational Structure and Responsibilities | |
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| Web Analytics Fundamentals | |
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| Capturing Data: Web Logs or JavaScript tags? | |
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| Selecting Your Optimal Web Analytics Tool | |
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| Understanding Clickstream Data Quality | |
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| Implementing Best Practices | |
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| Apply the "Three Layers of So What" Test | |
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| Month 1: Diving Deep into Core Web Analytics Concepts | |
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| Preparing to Understand the Basics | |
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| Revisiting Foundational Metrics | |
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| Understanding Standard Reports | |
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| Using Website Content Quality and Navigation Reports | |
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| Month 2: Jump-Start Your Web Data Analysis | |
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| Prerequisites and Framing | |
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| Creating Foundational Reports | |
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| E-commerce Website Jump-Start Guide | |
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| Support Website Jump-Start Guide | |
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| Blog Measurement Jump-Start Guide | |
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| Reflections and Wrap-Up | |
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| Month 3: Search Analytics-Internal Search, SEO, and PPC | |
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| Performing Internal Site Search Analytics | |
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| Beginning Search Engine Optimization | |
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| Measuring SEO Efforts | |
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| Analyzing Pay per Click Effectiveness | |
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| Month 4: Measuring Email and Multichannel Marketing | |
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| Email Marketing Fundamentals and a Bit More | |
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| Email Marketing-Advanced Tracking | |
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| Multichannel Marketing, Tracking, and Analysis | |
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| Month 5:Website Experimentation and Testing-Shifting the Power to Customers and Achieving Significant Outcomes | |
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| Why Test and What Are Your Options? | |
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| What to Test-Specific Options and Ideas | |
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| Build a Great Experimentation and Testing Program | |
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| Month 6: Three Secrets Behind Making Web Analytics Actionable | |
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| Leveraging Benchmarks and Goals in Driving Action | |
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| Creating High Impact Executive Dashboards | |
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| Using Best Practices for Creating Effective Dashboard Programs | |
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| Applying Six Sigma or Process Excellence to Web Analytics | |
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| Month 7: Competitive Intelligence and Web 2.0 Analytics | |
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| Competitive Intelligence Analytics | |
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| Web 2.0 Analytics | |
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| Month 8 and Beyond: Shattering the Myths of Web Analytics | |
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| Path Analysis | |
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| Conversion Rate: An Unworthy Obsession | |
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| Perfection: Perfection Is Dead, Long Live Perfection | |
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| Real-Time Data: It's Not Really Relevant, and It's Expensive to Boot | |
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| Standard KPIs: Less Relevant Than You Think | |
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| Advanced Analytics Concepts-Turbocharge Your Web Analytics | |
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| Unlock the Power of Statistical Significance | |
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| Use the Amazing Power of Segmentation | |
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| Make Your Analysis and Reports "Connectable" | |
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| Use Conversion Rate Best Practices | |
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| Elevate Your Search Engine Marketing/Pay Per C | |