Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity [With CDROM] (Hardcover)

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