Web Analytics: An Hour A Day

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Web Analytics: An Hour a Day provides a unique insider's perspective of the challenges and opportunities that web analytics presents to each person who touches the Web in your organization. Rather than spamming you with metrics and definitions, this book enhances your mindset and teaches you how to fish for yourself. The book includes an innovative CD that includes more than five hours of insightful audio podcasts, a 45-minute video, PowerPoint presentations, and other useful web analytics resources. This is the ultimate resource for anyone needing a step-by-step, task-based guide to creating and maintaining a modern web analytics strategy and framework. About The Author Avinash Kaushik is the author of the highly rated web analytics blog Occam's razor. He is an independent consultant and currently the Analytics Evangelist for Google. Prior to that he was the Director of Web Research & Analytics for Intuit, where he was responsible for the business, technical, and strategic elements of the analytics platform that supported more than 70 Intuit websites. Avinash is a frequent speaker at such conferences as Emetrics Summits and Ad-Tech, and he is often quoted in the media as a web metrics expert. Table Of Contents 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 20 Analytics Competitive Intelligence Analytics Web 20 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