Web Site Measurement Hacks
Eric T. Peterson
- 出版商: O'Reilly|英文2書85折
- 出版日期: 2005-09-27
- 定價: $820
- 售價: 9.5 折 $779
- 貴賓價: 9.0 折 $738
- 語言: 英文
- 頁數: 434
- 裝訂: Paperback
- ISBN: 0596009887
- ISBN-13: 9780596009885
立即出貨 (庫存=1)
買這商品的人也買了...
-
$413Usable Forms for the Web
-
$1,320$1,254 -
$2,320$2,204 -
$1,100$1,045 -
$750$593 -
$680$537 -
$960$941 -
$199Google Power: Unleash the Full Potential of Google
-
$890$757 -
$888Beginning Excel What-If Data Analysis Tools: Getting Started with Goal Seek, Data Tables, Scenarios, and Solver (Paperback)
-
$425Google: The Missing Manual, 2/e (Paperback)
-
$580$493 -
$600$474 -
$650$507 -
$425Creating Web Pages with HTML Simplified, 3/e (Paperback)
-
$495Figure Drawing with Virtual Models: Getting the Most Out of Poser Artist (Paperback)
-
$1,570$1,492 -
$375Everyone Should Draw (Paperback)
-
$1,260$1,197 -
$1,100$1,045 -
$299How to Do Everything with Google Tools
-
$450Picture Yourself Shooting Pool (Paperback)
-
$1,093SmartDraw For Dummies (Paperback)
-
$890$846 -
$1,100$1,045
相關主題
商品描述
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
商品描述(中文翻譯)
描述:
為了在網絡上建立並維持成功的存在,設計一個有創意的網站只是戰鬥的一半。如果你無法衡量其效果,那麼一個複雜的網絡基礎架構有什麼用呢?這就是為什麼每個企業都渴望了解他們網站訪問者的反饋:他們是誰?他們為什麼訪問?對他們來說,哪些信息或服務最有價值?
不幸的是,大多數常見的網絡分析軟件應用程序在功能上很強大,但文檔卻很少。沒有明確的指導,告訴你如何將這些應用程序整合到更大的網絡戰略中,這些通常昂貴的投資就會被浪費和低估。
《網站測量技巧》是一本指南,幫助您了解您的網站訪問者以及他們對您業務成功的貢獻。它通過提供測量和改進網站的可用性、性能和設計的工具、技術和策略,幫助組織和個人經營者充分利用他們的網絡投資。在許多涵蓋的主題中,您將學到:
- 常用術語的定義,如“關鍵績效指標”(KPI)
- 如何促使潛在客戶採取行動
- 如何收集關鍵的市場營銷和客戶數據
- 哪些功能是有用的,哪些是多餘的
- 高級技術,高級網站分析師每天使用的技術
通過研究現實世界的公司如何成功使用分析, 《網站測量技巧》展示了您也可以準確衡量您的網站整體效果。同樣重要的是,它彌合了負責維護您網絡基礎架構的技術團隊和負責管理決策的業務團隊之間的鴻溝。
目錄:
- 前言
- 致謝
- 前言
- 第一章:網站測量基礎
- 第二章:實施和設置