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

ISBN-13: 9780470529393 / Angielski / Twarda / 2009 / 512 str.

Avinash Kaushik

Opis

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 driven while you become a super analysis ninja Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Spis treści

Introduction xxi

Chapter 1 The Bold New World of Web Analytics 2.0 1

State of the Analytics Union 2

State of the Industry 3

Rethinking Web Analytics: Meet Web Analytics 2.0 4

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

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

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

O autorze

Avinash Kaushik is the author of the leading research & analytics blog Occam′s Razor. He is also the Analytics Evangelist for Google and the Chief Education Officer at Market Motive, Inc. He is a bestselling author and a frequent speaker at key industry conferences around the globe and at leading American universities. He was the recipient of the 2009 Statistical Advocate of the Year award from the American Statistical Association.

The author donates all proceeds from his books to two charities, The Smile Train and The Ekal Vidyalaya Foundation.

Blurb

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

"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