Web Site Measurement Hacks

Eric T. Peterson

  • 出版商: O'Reilly Media
  • 出版日期: 2005-08-29
  • 售價: $199
  • 語言: 英文
  • 頁數: 434
  • 裝訂: Paperback
  • ISBN: 0596009887
  • ISBN-13: 9780596009885

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Description:

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.

 

Table of Contents:

Foreword  

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  

Chapter 4. Measuring Web Site Usability 

      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