Web analytics : an hour a day (Book, 2007) [WorldCat.org]
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Web analytics : an hour a day

Author: Avinash Kaushik
Publisher: Indianapolis, Ind. : Sybex, ©2007.
Series: Serious skills.
Edition/Format:   Print book : Audio book, etc.   Visual material   Sound Recording   Computer File : EnglishView all editions and formats
Synopsis: Develop a Successful Web Analytics Strategy. A Step-by-Step Guide. Learn web analytics the right way with this unique, thoroughly modern guide to today's web analytics challenges and opportunities. Written by an in-the-trenches practitioner, this book goes beyond concepts and definitions to challenge prevalent thinking about the field and provide a step-by-step guide to implementing a successful web  Read more...

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Genre/Form: Statistics
Material Type: Audio book, etc., Internet resource, Videorecording
Document Type: Book, Computer File, Sound Recording, Internet Resource, Visual material
All Authors / Contributors: Avinash Kaushik
ISBN: 9780470130650 0470130652
OCLC Number: 144566695
Notes: Includes index.
Description: xxxiii, 443 pages : illustrations ; 24 cm + 1 CD-ROM (4 3/4 in.).
Contents: Foreword --
Introduction --
1: Web Analytics-Present And Future --
Brief history of Web analytics --
Current landscape and challenges --
Traditional web analytics is dead --
What web analytics should be --
Measuring both the what and the why --
Trinity: a mindset and a strategic approach --
2: Data Collection-Importance And Options --
Understanding the data landscape --
Clickstream data --
Web logs --
Web beacons --
JavaScript tags --
Packet sniffing --
Outcomes data --
E-commerce --
Lead generation --
Brand/advocacy and support --
Research data --
Mindset --
Organizational structure --
Timing --
Competitive data --
Panel-based measurement --
ISP-based measurement --
Search engine data --
3: Overview Of Qualitative Analysis --
Essence of customer centricity --
Lab usability testing --
Conducting a test --
Benefits of lab usability tests --
Things to watch for --
Heuristic evaluations --
Conducting a heuristic evaluation --
Benefits of heuristic evaluations --
Things to watch for --
Site visits (follow-me-home studies) --
Conducting a site visit --
Benefits of site visits --
Things to watch for --
Surveys (questionnaires) --
Website surveys --
Post-visit surveys --
Creating and running a survey --
Benefits of surveys --
Things to watch for --
Summary --
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 --
Centralization --
Decentralization --
Centralized decentralization --
5: Web Analytics Fundamentals --
Capturing data: Web logs or JavaScript tags? --
Separating data serving and data capture --
Type and size of data --
Innovation --
Integration --
Selecting your optimal Web analytics tool --
Old way --
New way --
Understanding clickstream data quality --
Implementing best practices --
Tag all your pages --
Make sure tags go last (customers come first!) --
Tags should be inline --
Identify your unique page definition --
Use cookies intelligently --
Consider link-coding issues --
Be aware of redirects --
Validate that data is being captured correctly --
Correctly encode your your Website rich media --
Apply the "three layers of so what" test --
Key Performance Indicator: Percent of repeat visitors --
Key Performance Indicator: Top exit pages on the Website --
Key Performance Indicator: Conversion rate for top search keywords --
6: Month 1: Diving Deep Into Core Web Analytics Concepts --
Week 1: Preparing to understand the basics --
Monday and Tuesday: URLs --
Wednesday: URL parameters --
Thursday and Friday: Cookies --
Week 2: Revisiting foundational metrics --
Monday: Visits and visitors --
Tuesday and Wednesday: Time on site --
Thursday and Friday: Page views --
Week 3: Understanding standard reports --
Monday and Tuesday: Bounce rate --
Wednesday through Friday: Referrers-sources and search key phrases --
Week 4: Using Website content quality and navigation reports --
Monday and Tuesday: Top pages-most viewed, top entry, top exit --
Wednesday: Top destinations (exit links) --
Thursday and Friday: Site overlay (click density analysis) --
7: Month 2: Jump-Start Your Web Data Analysis --
Prerequisites and framing --
Week 1: Creating foundational reports --
Monday: Top referring URLs and top key phrases --
Tuesday: Site content popularity and home page visits --
Wednesday and Thursday: Click density, or site overlay --
Friday: Site bounce rate --
E-commerce Website jump-start guide --
Week 2: Measuring business outcomes --
Week 3: Indexing performance and measuring merchandizing --
Effectiveness and customer satisfaction --
Support Website jump-start guide --
Week 2: Walking in the customer's shoes and measuring offline impact --
Week 3: Measuring success by using VOC or customer ratings (at a site and page level) --
Blog measurement jump-start guide --
Week 2: Overcoming complexity to measure the fundamentals (by using new metrics) --
Week 3: Competitive benchmarking and measuring cost and ROI --
Week 4: Reflections and wrap-up. 8: Month 3: Search Analytics-Internal Search, SEO, And PPC --
Week 1: Performing internal site search analytics --
Monday: Understand the value of the internal search --
Tuesday: Spot internal search trends --
Wednesday: Analyze click density by using the site overlay report --
Thursday: Measure effectiveness of actual search results --
Friday: Measure outcome metrics for internal searches --
Week 2: Beginning search engine optimization --
Monday: Understand the impact of, and optimize, links --
Tuesday: Link to press releases and social sites --
Wednesday and Thursday: Optimize Web page tags and content --
Friday: Provide guidance for search robots --
Week 3: Measuring SEO efforts --
Monday: Check how well your site is indexed --
Tuesday: Track inbound links and top keywords --
Wednesday: Split organic referrals from PPC --
Thursday: Measure the value of organic referrals --
Friday: Measure optimization for top pages --
Week 4: Analyzing pay per click effectiveness --
Monday: Understand PPC basics --
Tuesday: Measure search engine bib-related metrics --
Wednesday: Define critical bottom-line-impacting metrics --
Thursday: Measure unique visitors --
Friday: Learn PPC reporting best practices --
9: Month 4: Measuring Email And Multichannel Marketing --
Week 1: Email marketing fundamentals and a bit more --
Monday: Understand email marketing fundamentals --
Tuesday and Wednesday: Measure basic response metrics --
Thursday and Friday: Measure outcome metrics --
Week 2: Email marketing-advanced tracking --
Monday and Tuesday: Measure Website effectiveness --
Wednesday: Avoid email analytics pitfalls --
Thursday and Friday: Integrate your email campaign with your Web analytics tools --
Weeks 3 and 4: Multichannel marketing, tracking, and analysis --
Week 3: Understanding multichannel marketing, and tracking offline-to-online campaigns --
Week 4: Tracking and analyzing multichannel marketing --
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 1: Preparations and A/B testing --
Week 2: Moving beyond A/B testing --
Week 3: What to test-specific options and ideas --
Monday: Test important pages and calls to action --
Tuesday: Focus on search traffic --
Wednesday: Test content and creatives --
Thursday: Test price and promotions --
Friday: Test direct marketing campaigns --
Week 4: Build a great experimentation and testing program --
Monday: Hypothesize and set goals --
Tuesday: Test and validate for multiple goals --
Wednesday: Start simple and then scale and have fun --
Thursday: Focus on Evangelism and expertise --
Friday: Implement the two key ingredients for every testing program --
11: Month 6: Three Secrets Behind Making Web Analytics Actionable --
Week 1: Leveraging benchmarks and goals in driving action --
Monday and Tuesday: Understand the importance of benchmarks and setting goals --
Wednesday: Leverage external benchmarking --
Thursday: Leverage internal benchmarking --
Friday: Encourage and create goals --
Week 2: Creating high impact executive dashboards --
Monday: Provide context-benchmark, segment, and trend --
Tuesday: Isolate your critical few metrics --
Wednesday: Don't stop at metrics-include insights --
Thursday: Limit your dashboard to a single page --
Friday: Know that appearance matters --
Week 3: Using best practices for creating effective dashboard programs --
Monday: Create trinity metrics that have a clear line of sight --
Tuesday: Create relevant dashboards --
Wednesday: One metric, one owner --
Thursday: Walk the talk --
Friday: Measure the effectiveness of your dashboards --
Week 4: Applying Six Sigma or process excellence to Web analytics --
Monday: Everything's a process --
Tuesday through Thursday: Apply the DMAIC process --
Friday: Reflect on what you've learned --
12: Month 7: Competitive Intelligence And Web 2-0 Analytics --
Competitive intelligence analytics --
Week 1: Competitive traffic reports --
Week 2: Search engine reports --
Web 2-0 analytics --
Week 3: Measuring the success of Rich Interactive Applications (RIAs) --
Week 4: Measuring the success of RSS --
13: Month 8 And Beyond: Shattering The Myths Of Web Analytics --
Path analysis: What is it good for? Absolutely nothing --
Challenges with path analysis --
Alternative: funnel report --
Conversion rate: Unworthy obsession --
Problems with conversion rate --
Alternative: task completion rate by primary purpose --
Perfection: Perfection is dead, long live perfection --
Perfect data --
Web at the speed of Web --
Fractured multisource data --
Real-time data: it's not really relevant, and it's expensive to boot --
Results of getting real-time data --
Checklist for real-time data readiness --
Standard KPIs: Less relevant than you think. 14: Advanced Analytics Concepts-Turbocharge Your Web Analytics --
Unlock the power of statistical significance --
Use the amazing power of segmentation --
Segmenting by bounce --
Segmenting by search --
Combining search and bounce --
Trending segmented data --
Make your analysis and reports "connectable" --
Using pretty pictures --
Using connectable language --
Use conversion rate best practices --
Forget about overall site conversion rate --
Trend over time and don't forget seasonality --
Understand your Website's/company's acquisition strategy --
Measure conversion rate by the top five referring URLs --
Don't measure conversion rate by page or link --
Segment like crazy --
Always show revenue next to conversion rate --
Measure conversion rate with a goal in mind --
Elevate your search engine marketing/pay per click analysis --
Measure your bounce rate (in aggregate and by top key phrases) --
Audit your vendors/agencies --
Measure PPC campaigns cannibalization rate (vs organic) --
Aggressively push for testing and experimentation --
Strive for multigoal understanding of visitors --
Measure the adorable site abandonment rate metric --
Using segmentation with abandonment rate --
Finding actionable insights and taking action --
Measure days and visits to purchase --
How to measure the KPIs --
Finding actionable insights and taking action --
Leverage statistical control limits --
Calculating control limits --
Practical example of using control limits --
Measure the real size of your convertible "opportunity pie" --
Use bounce rate --
Filter out search bots, image requests, 404 errors, Website-monitoring software "visits" --
Use customer intent --
Take action --
15: Creating A Data-Driven Culture-Practical Steps And Best Practices --
Key skills to look for in a Web analytics manager/leader --
Deep passion for the job --
Loves change, owns change --
Questions data to the point of being rude --
CDI baby, CDI (customer driven innovation) --
Not really good "numbers Gods" --
Raw business savvy and acumen --
Impressive people skills --
When and how to hire consultants or in-house experts --
Stage 1: Birth --
Stage 2: Toddler to early teens --
Stage 3: Wild youth --
Stage 4: Maturity-you are 30+ --
Seven steps to creating a data-driven decision-making culture --
Go for the bottom line first (outcomes) --
Remember that reporting is not analysis, and encourage the latter --
Depersonalize decision making --
Be proactive rather than reactive --
Empower your analysts --
Solve for the trinity --
Got process? --
Series Title: Serious skills.
Responsibility: Avinash Kaushik.
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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  Read more...


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