Web analytics: an hour a day

By: Kaushik, Avinash
Material type: TextTextPublisher: New Delhi Wiley India 2007Description: xxxiii, 443 p. With CD at Acc. No. CD1332ISBN: 9788126513284Subject(s): Web usage mining; Internet users - Statistics - Data processing; Internet marketing | Web site developmentDDC classification: 006.312 Summary: 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. https://www.wiley.com/en-al/Web+Analytics%3A+An+Hour+a+Day-p-9780470130650
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Table of content

Foreword
Introduction
Chapter 1 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
Chapter 2 Data Collection—Importance and Options
Understanding the Data Landscape
Clickstream Data
Outcomes Data
Research Data
Competitive Data
Chapter 3 Overview of Qualitative Analysis
The Essence of Customer Centricity
Lab Usability Testing
Heuristic Evaluations
Site Visits (Follow-Me-Home Studies)
Surveys (Questionnaires)
Summary
Chapter 4 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
Chapter 5 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
Chapter 6 Month 1: Diving Deep into Core Web Analytics Concepts
Week 1: Preparing to Understand the Basics
Week 2: Revisiting Foundational Metrics
Week 3: Understanding Standard Reports
Week 4: Using Website Content Quality and Navigation Reports
Chapter 7 Month 2: Jump-Start Your Web Data Analysis
Prerequisites and Framing
Week 1: Creating Foundational Reports
E-commerce Website Jump-Start Guide
Support Website Jump-Start Guide
Blog Measurement Jump-Start Guide
Week 4: Reflections and Wrap-Up
Chapter 8 Month 3: Search Analytics—Internal Search, SEO, and PPC
Week 1: Performing Internal Site Search Analytics
Week 2: Beginning Search Engine Optimization
Week 3: Measuring SEO Efforts
Week 4: Analyzing Pay per Click Effectiveness
Chapter 9 Month 4: Measuring Email and Multichannel Marketing
Week 1: Email Marketing Fundamentals and a Bit More
Week 2: Email Marketing—Advanced Tracking
Weeks 3 and 4: Multichannel Marketing, Tracking, and Analysis
Chapter 10 Month 5:Website Experimentation and Testing—Shifting the Power to Customers and Achieving Significant Outcomes
Weeks 1 and 2: Why Test and What Are Your Options
Week 3: What to Test—Specific Options and Ideas
Week 4: Build a Great Experimentation and Testing Program
Chapter 11 Month 6: Three Secrets Behind Making Web Analytics Actionable
Week 1: Leveraging Benchmarks and Goals in Driving Action
Week 2: Creating High Impact Executive Dashboards
Week 3: Using Best Practices for Creating Effective Dashboard Programs
Week 4: Applying Six Sigma or Process Excellence to Web Analytics
Chapter 12 Month 7: Competitive Intelligence and Web 2.0 Analytics
Competitive Intelligence Analytics
Web 2.0 Analytics
Chapter 13 Month 8 and Beyond: Shattering the Myths of Web Analytics
Path Analysis: What Is It Good For? Absolutely Nothing
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
Chapter 14 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 Click Analysis
Measure the Adorable Site Abandonment Rate Metric
Measure Days and Visits to Purchase
Leverage Statistical Control Limits
Measure the Real Size of Your Convertible “Opportunity Pie”
Chapter 15 Creating a Data-Driven Culture—Practical Steps and Best Practices
Key Skills to Look for in a Web Analytics Manager/Leader
When and How to Hire Consultants or In-House Experts
Seven Steps to Creating a Data-Driven Decision-Making Culture
Index

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.

https://www.wiley.com/en-al/Web+Analytics%3A+An+Hour+a+Day-p-9780470130650

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