Web Site Measurement Hacks
Tips & Tools to help optimize your onlione business
Paperback Engels 2005 1e druk 9780596009885Samenvatting
In order to establish and then maintain a successful presence on the Web, designing a creative site is only half the battle. What good is an intricate Web infrastructure if you're unable to measure its effectiveness? That's why every business is desperate for feedback on their site's visitors: Who are they? Why do they visit? What information or service is most valuable to them?
Unfortunately, most common Web analytics software applications are long on functionality and short on documentation. Without clear guidance on how these applications should be integrated into the greater Web strategy, these often expensive investments go underused and underappreciated.
Enter 'Web Site Measurement Hacks', a guidebook that helps you understand your Web site visitors and how they contribute to your business's success. It helps organizations and individual operators alike make the most of their Web investment by providing tools, techniques, and
strategies for measuring--and then improving--their site's usability, performance, and design.
Among the many topics covered, you'll learn:
- definitions of commonly used terms, such as 'key performance indicators' (KPIs)
- how to drive potential customers to action
- how to gather crucial marketing and customer data
- which features are useful and which are superfluous
- advanced techniques that senior Web site analysts use on a daily basis
By examining how real-world companies use analytics to their success, Web Site Measurement Hacks demonstrates how you, too, can accurately measure your Web site's overall effectiveness. Just as importantly, it bridges the gulf between the technical teams charged with maintaining your Web's infrastructure and the business teams charged with making management decisions.
It's the technology companion that every site administrator needs.
Specificaties
Lezersrecensies
Inhoudsopgave
Credits
Preface
Chapter 1. Web Measurement Basics
1. Talk the Talk
2. Best Practices for Web Measurement
3. Select the Right Vendor
4. Staff for Web Measurement Success
5. Get to Know Your Visitors
6. Understand Common Data Sources
7. Understand Visitor Intent
8. Know When to Use Packet Sniffing
9. Write a Useful Web Measurement Request for Proposal (RFP)
10. Find a Free or Cheap Web Measurement Solution
11. Use Analog to Process Logfiles
12. Build Your Own Web Measurement Application: An Overview and Data Collection
13. Build Your Own RSS Tracking Application: An Overview and Data Collection
Chapter 2. Implementation and Setup
14. Optimize the Implementation Process
15. Improve Data Accuracy with Cookies
16. Know When to Use First-Party Cookies
17. Alternatives to Cookies
18. Use Macromedia Flash Local Shared Objects Instead of Cookies
19. Fine-Tune Your Data Collection
20. Define Useful Page Names and Content Groups
21. Understand Where Data Gets Lost
22. Deconstruct Web Server Logfiles
23. Exclude Robots and Spiders from Your Analysis
24. Bust the Cache for Accuracy
25. Use Query Strings Effectively
26. Web Measurement and Visitor Privacy
27. Establish a P3P Privacy Policy
28. Deconstruct JavaScript Page Tags
29. Understand Web Bugs
30. Hack the JavaScript Document Object Model
31. Use Custom Variables Wisely
32. Best Practices for Data Integration
33. Measure Your Intranet or Extranet
34. Measure Your Mistakes
35. Build Your Own Web Measurement Application: The Core Code
36. Build Your Own RSS Tracking Application: The Core Code and Reporting
Chapter 3. Online Marketing Measurement
37. Understand Marketing Terminology
38. Identify Your Business Objectives
39. Define Conversion Events
40. Measure Banner Advertising
41. Measure Email Marketing
42. Measure Paid Search Engine Marketing
43. Measure Organic Search
44. Contrast Paid Keywords Versus Actual Search Queries
45. Measure Affiliate Marketing
46. Use Unique Landing Pages
47. Measure Content Syndicated via RSS
48. Segment Visitors to Understand Specific Group Activity
49. Measure Conversion Through Multiple Goals
50. Leverage Referring Domains and URLs
51. Calculate Click-to-Visit Drop-off
52. Create Visitor Loyalty Segments
53. Build Your Own Web Measurement Application: Marketing Data
54. Measure the Value of Pages and Clicks
55. Measuring Clicks the Old-Fashioned Way
56. Use Language to Drive Action
57. Deconstruct Time Spent on Site
58. Use the Entry, Exit, and Single-Access Page Report
59. Measure Multi-Step Processes
60. Measure Usability in the Checkout Process
61. Measure "Internal Campaigns"
62. Use Browser Overlays
63. Run Your Own Split-Path Tests
64. Measure Internal Searches
65. Take Advantage of "Zero Results" Internal Search Results
66. Effectively Measure the "Known" Visitor
67. Build Your Own Web Measurement Application: Usability Data
Chapter 5. Technographics and "Demographics"
68. Measure Site Performance
69. Measure Connection Type
70. Know How to Use Screen Resolution Data
71. Know How to Use Browser Version Information
72. Know if People Are Bookmarking Your Site
73. Measure Browser Plug-ins
74. Know Which Technographic Data to Ignore
75. Know How to Use Visitor Language Reports
76. Hacking into Page-Level Details for Language
77. Track Demographic Data Using Custom Variables and Visitor Segmentation
78. Track Your Geographic Visitor Distribution
79. Accurately Measure Downloads
80. Build Your Own Web Measurement Application: Technographic Data
Chapter 6. Web Measurement and the Online Retail Model
81. Know How to Use Retail Analytics
82. Measure the Shopping Cart
83. Measure the Checkout Process
84. Understand Frequency and Lifetime Value
85. Measure Potential Customer Value Using Recency and Latency
86. Manage Lifetime Value Using the Visitor Segment Value Matrix
87. Use Cross-Sell Data to Sell More Products
88. Use Geographic Segmentation to Measure Offline Marketing
89. Measure New and Returning Customers
90. Build Your Own Web Measurement Application: Commerce Data
Chapter 7. Reporting Strategies and Key Performance Indicators
91. Distribute Reports Wisely
92. Know If the News Is Good
93. (Don't) Benchmark Your Site
94. Use Key Performance Indicators
95. Know the Difference Between a KPI and a Measurement
96. Key Performance Indicators for Online Retailers
97. Key Performance Indicators for Advertising and Content Sites
98. Key Performance Indicators for Customer Support Sites
99. Key Performance Indicators for Business Sites (Lead Generation)
100. Build Your Own Web Measurement Application: Reporting
Index
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan