Web Analytics 2.0

Introduction.

1. The Bold New World of Web Analytics 2.0.
State of the Analytics Union.
State of the Industry.
Rethinking Web Analytics: Meet Web Analytics 2.0.
Change: Yes We Can!

2. The Optimal Strategy for Choosing Your Web Analytics Soul Mate.
-Predetermining Your Future Success.
-Step 1: Three Critical Questions to Ask Yourself Before You Seek an --Analytics Soul Mate!
-Q1: "Do I want reporting or analysis?"
-Q2: "Do I have IT strength, business strength, or both?"
-Q3: "Am I solving just for Clickstream or for Web Analytics 2.0?"
-Step 2: Ten Questions to Ask Vendors Before You Marry Them.
-Q1: "What is the difference between your tool/solution and free tools from -Yahoo! and Google?"
-Q2: "Are you 100 percent ASP, or do you offer a software version? Are you planning a software version?"
-Q3: "What data capture mechanisms do you use?"
-Q4: "Can you calculate the total cost of ownership for your tool?"
-Q5: "What kind of support do you offer? What do you include for free, and what costs more? Is it free 24/7?"
-Q6: "What features in your tool allow me to segment the data?"
-Q7: "What options do I have for exporting data from your system into our company's system?"
-Q8: "What features do you provide for me to integrate data from other sources into your tool?"
-Q9: "Can you name two new features/tools/acquisitions your company is cooking up to stay ahead of your competition for the next three years?"
-Q10: "Why did the last two clients you lost cancel their contracts? Who are they using now? May we call one of these former clients?"
-Comparing Web Analytics Vendors: Diversify and Conquer.
-The Three-Bucket Strategy.
-Step 3: Identifying Your Web Analytics Soul Mate (How to Run an Effective Tool Pilot) .
-Step 4: Negotiating the Prenuptials: Check SLAs for Your Web Analytics Vendor Contract.

3. The Awesome World of Clickstream Analysis: Metrics.
-Standard Metrics Revisited: Eight Critical Web Metrics.
-Bounce Rate.
-Exit Rate.
-Conversion Rate.
-Engagement.
-Web Metrics Demystified.
-Strategically-aligned Tactics for Impactful Web Metrics.

4. The Awesome World of Clickstream Analysis: Practical Solutions.
-A Web Analytics Primer.
-The Best Web Analytics Report.
-Foundational Analytical Strategies.
-Everyday Clickstream Analyses Made Actionable.
-Reality Check: Perspectives on Key Web Analytics Challenges.

5. The Key to Glory: Measuring Success.
-Focus on the "Critical Few".
-Five Examples of Actionable Outcome KPIs.
-Moving Beyond Conversion Rates.
-Measuring Macro and Micro Conversions.
-Quantifying Economic Value .
-Measuring Success for a Non-ecommerce Website.
-Measuring B2B Websites.

6. Solving the “Why” Puzzle: Leveraging Qualitative Data.
-Lab Usability Studies: What, Why, and How Much?
-Usability Alternatives: Remote and Online Outsourced.
-Surveys: Truly Scalable Listening.
-Web-Enabled Emerging User Research Options.

7. Failing Faster: Unleashing the Power of Testing and Experimentation.
-A Primer on Testing Options: A/B and MVT.
-Actionable Testing Ideas.
-Controlled Experiments: Step Up Your Analytics Game!
-Creating and Nurturing a Testing Culture.
-Tip 1: Your First Test is "Do or Die".
-Tip 2: Don't Get Caught in the Tool/Consultant Hype.
-Tip 3: "Open the Kimono"—Get Over Yourself.
-Tip 4: Start with a Hypothesis.
-Tip 5: Make Goals Evaluation Criteria and Up-Front Decisions.
-Tip 6: Test For and Measure Multiple Outcomes.
-Tip 7: Source Your Tests in Customer Pain.
-Tip 8: Analyze Data and Communicate Learnings.
-Tip 9: Two Must-Haves: Evangelism and Expertise.

8. Competitive Intelligence Analysis.
-CI Data Sources, Types, and Secrets.
-Website Traffic Analysis.
-Search and Keyword Analysis.
-Audience Identification and Segmentation Analysis.

9. Emerging Analytics: Social, Mobile, and Video.
-Measuring the New Social Web: The Data Challenge.
-Analyzing Offline Customer Experiences (Applications).
-Analyzing Mobile Customer Experiences.
-Measuring the Success of Blogs.
-Quantifying the Impact of Twitter.
-Analyzing Performance of Videos.

10. Optimal Solutions for Hidden Web Analytics Traps.
-Accuracy or Precision?
-A Six-Step Process for Dealing with Data Quality.
-Building the Action Dashboard.
-Nonline Marketing Opportunity and Multichannel Measurement.
-The Promise and Challenge of Behavior Targeting.
-Online Data Mining and Predictive Analytics: Challenges.
-Path to Nirvana: Steps Toward Intelligent Analytics Evolution.
-Step 1: Tag, Baby, Tag!
-Step 2: Configuring Web Analytics Tool Settings.
-Step 3: Campaign/Acquisition Tracking.
-Step 4: Revenue and Uber-intelligence.
-Step 5: Rich-Media Tracking (Flash, Widgets, Video).

11. Guiding Principles for Becoming an Analysis Ninja.
-Context Is Queen.
-Comparing KPI Trends Over Time.
-Beyond the Top 10: What's Changed.
-True Value: Measuring Latent Conversions and Visitor Behavior.
-Four Inactionable KPI Measurement Techniques.
-Search: Measuring the Value of Upper Funnel Keywords.
-Search: Advanced Pay-per-Click Analyses.

12. Advanced Principles for Becoming an Analysis Ninja.
-Multitouch Campaign Attribution Analysis.
-Multichannel Analytics: Measurement Tips for a Nonline World.

13. The Web Analytics Career.
-Planning a Web Analytics Career: Options, Salary Prospects, and Growth.
-Cultivating Skills for a Successful Career in Web Analysis.
-An Optimal Day in the Life of an Analysis Ninja.
-Hiring the Best: Advice for Analytics Managers and Directors.

14. HiPPOs, Ninjas, and the Masses: Creating a Data-Driven Culture.
-Transforming Company Culture: How to Excite People About Analytics.
-Deliver Reports and Analyses That Drive Action.
-Changing Metric Definitions to Change Cultures: Brand Evangelists Index.
-Slay the Data Quality Dragon: Shift from Questioning to Using Data.
-Five Rules for Creating a Data-Driven Boss.
-Need Budget? Strategies for Embarrassing Your Organization.
-Strategies to Break Down Barriers to Web Measurement.
-Who Owns Web Analytics?

Appendix: About the Companion CD.

Index.