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Web Analytics 2.0

The bestselling book "Web Analytics: An Hour A Day" was the first book in the analytics space to move beyond clickstream analysis. "Web Analytics 2.0" will significantly evolve the approaches from the first book and presents an innovative new framework for making critical business decisions based on web data. The book's overwhelming focus will be to teach the reader how to use the latest tools and techniques available in the market place. Continuing in the footsteps of the first book, "Web Analytics 2.0" will cover the fields of traditional web analytics, usability and qualitative analysis, experimentation and testing, as well as competitive intelligence. It will provide a holistic view of what it takes to make good decisions and exactly how to go about doing that. Web analytics practitioners continue to have a tremendous interest (only increased by the current economic condition) in being more data-driven. At the same time, the web continues to evolve in significant ways (video, blogs, flash, social media, etc.) that present significant challenges to measurement. "Web Analytics 2.0" will tackle both of those topics. Furthermore it will be agnostic in terms of tools, which will make it a must-read for online marketers of all hues, web analysts, web designers and architects, and online executives at all levels of the organization interested in successfully collecting, analyzing, and acting upon web analytics data. In true Web 2.0 fashion, the book will also include a veritable buffet of goodies on the accompanying CD-ROM: Videos (Author as well as industry leaders), Podcasts, PowerPoint Presentations and helpful files.
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Table of Contents

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

About the Author

Avinash Kaushik is the author of the leading research & analytics blog Occam?s Razor. He is also the Analytics Evangelist for Google and the Chief Education Officer at Market Motive, Inc. He is a bestselling author and a frequent speaker at key industry conferences around the globe and at leading American universities. He was the recipient of the 2009 Statistical Advocate of the Year award from the American Statistical Association. Avinash donates all proceeds from his books to two charities, The Smile Train and the Ekel Vidyalaya Foundation.

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