Web Analytics 2.0

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!

Autorentext

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.

Klappentext
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 trendsincluding 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
  "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 dataand 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

Inhalt

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

The What: Clickstream 7

The How Much: Multiple Outcomes Analysis 7

The Why: Experimentation and Testing 8

The Why: Voice of Customer 9

The What Else: Competitive Intelligence 9

Change: Yes We Can! 10

The Strategic Imperative 10

The Tactical Shift 11

Bonus Analytics 13

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

Q1: Do I want reporting or analysis? 17

Q2: Do I have IT strength, business strength, or both? 19

Q3: Am I solving just for Clickstream or for Web Analytics 2.0? 20

Step 2: Ten Questions to Ask Vendors Before You Marry Them 21

Q1: What is the difference between your tool/solution and free tools from Yahoo! and Google? 21

Q2: Are you 100 percent ASP, or do you offer a software version? Are you planning a software version? 22

Q3: What data capture mechanisms do you use? 22

Q4: Can you calculate the total cost of ownership for your tool? 23

Q5: What kind of support do you offer? What do you include for free, and what costs more? Is it free 24/7? 24

Q6: What features in your tool allow me to segment the data? 25

Q7: What options do I have for exporting data from your system into our company's system? 25

Q8: What features do you provide for me to integrate data from other sources into your tool? 26

Q9: Can you name two new features/tools/acquisitions your company is cooking up to stay ahead of your competition for the next three years? 26

Q10: Why did the last two clients you lost cancel their contracts? Who are they using now? May we call one of these former clients? 27

Comparing Web Analytics Vendors: Diversify and Conquer 28

The Three-Bucket Strategy 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

Visits and Visitors 37

Time on Page and Time on Site 44

Bounce Rate 51

Exit Rate 53

Conversion Rate 55

Engagement 56

Web Metrics Demystified 59

Four Attributes of Great Metrics 59

Example of a Great Web Metric 62

Three Avinash Life Lessons for Massive Success 62

Strategically-aligned Tactics for Impactful Web Metrics 64

Diagnosing the Root Cause of a Metric's PerformanceConversion 64

Leveraging Custom Reporting 66

Starting with Macro Insights 70

Chapter 4 The Awesome World of Clickstream Analysis: Practical Solutions 75

A Web Analytics Primer 76

Getting Primitive Indicators Out of the Way 76

Understanding Visitor Acquisition Strengths 78

Fixing Stuff and Saving Money 79

Click Density Analysis 81

Measuring Visits to Purchase 83

The Best Web Analytics Report 85

Sources of Traffic 86

Outcomes 87

Foundational Analytical Strategies 87

Segment or Go Home 88

Focus on Customer Behavior, Not Aggregates 93

Everyday Clickstream Analyses Made Actionable 94

Internal Site Search Analysis 95

Search Engine Optimization (SEO) Analysis 101

Pay Per Click/Paid Search Analysis 110

Direct Traffic Analysis 116

Email Campaign Analysis 119

Rich Experience Analysis: Flash, Video, and Widgets 122

Reality Check: Perspectives on Key Web Analytics Challenges 126

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