Web site measurement hacks: [tips & tools to help optimize your online business]
Gespeichert in:
1. Verfasser: | |
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Format: | Buch |
Sprache: | English |
Veröffentlicht: |
Beijing [u.a.]
O'Reilly
2005
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Ausgabe: | 1. ed. |
Schlagworte: | |
Online-Zugang: | Inhaltsverzeichnis |
Beschreibung: | XXI, 405 S. Ill., graph. Darst. |
ISBN: | 0596009887 |
Internformat
MARC
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Datensatz im Suchindex
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adam_text | Contents
Foreword vii
Credits ix
Preface xv
Chapter 1. Web Measurement Basics 1
1. Talk the Talk 4
2. Best Practices for Web Measurement 10
3. Select the Right Vendor 13
4. Staff for Web Measurement Success 17
5. Get to Know Your Visitors 20
6. Understand Common Data Sources 22
7. Understand Visitor Intent 25
8. Know When to Use Packet Sniffing 27
9. Write a Useful Web Measurement Request for Proposal (RFP) 32
10. Find a Free or Cheap Web Measurement Solution 33
11. Use Analog to Process Logfiles 38
12. Build Your Own Web Measurement Application:
An Overview and Data Collection 40
13. Build Your Own RSS Tracking Application:
An Overview and Data Collection 45
Chapter 2. Implementation and Setup 51
14. Optimize the Implementation Process 52
15. Improve Data Accuracy with Cookies 56
16. Know When to Use First Party Cookies 59
17. Alternatives to Cookies 62
18. Use Macromedia Flash Local Shared Objects Instead of Cookies 65
19. Fine Tune Your Data Collection 69
20. Define Useful Page Names and Content Groups 73
21. Understand Where Data Gets Lost 75
22. Deconstruct Web Server Logfiles 79
23. Exclude Robots and Spiders from Your Analysis 83
24. Bust the Cache for Accuracy 87
25. Use Query Strings Effectively 91
26. Web Measurement and Visitor Privacy 95
27. Establish a P3P Privacy Policy 10°
28. Deconstruct JavaScript Page Tags 106
29. Understand Web Bugs 111
30. Hack the JavaScript Document Object Model 114
31. Use Custom Variables Wisely 118
32. Best Practices for Data Integration 122
33. Measure Your Intranet or Extranet 126
34. Measure Your Mistakes 129
35. Build Your Own Web Measurement Application:
The Core Code 134
36. Build Your Own RSS Tracking Application:
The Core Code and Reporting 138
Chapter 3. Online Marketing Measurement 150
37. Understand Marketing Terminology 151
38. Identify Your Business Objectives 156
39. Define Conversion Events 158
40. Measure Banner Advertising 163
41. Measure Email Marketing 167
42. Measure Paid Search Engine Marketing 173
43. Measure Organic Search 177
44. Contrast Paid Keywords Versus Actual Search Queries 180
45. Measure Affiliate Marketing 184
46. Use Unique Landing Pages 188
47. Measure Content Syndicated via RSS 191
48. Segment Visitors to Understand Specific Group Activity 195
iv I Contents ~ •
49. Measure Conversion Through Multiple Goals 199
50. Leverage Referring Domains and URLs 203
51. Calculate Click to Visit Drop off 205
52. Create Visitor Loyalty Segments 209
53. Build Your Own Web Measurement Application:
Marketing Data 213
Chapter 4. Measuring Web Site Usability 218
54. Measure the Value of Pages and Clicks 219
55. Measuring Clicks the Old Fashioned Way 222
56. Use Language to Drive Action 223
57. Deconstruct Time Spent on Site 227
58. Use the Entry, Exit, and Single Access Page Report 231
59. Measure Multi Step Processes 237
60. Measure Usability in the Checkout Process 240
61. Measure Internal Campaigns 243
62. Use Browser Overlays 245
63. Run Your Own Split Path Tests 248
64. Measure Internal Searches 253
65. Take Advantage of Zero Results Internal Search Results 256
66. Effectively Measure the Known Visitor 260
67. Build Your Own Web Measurement Application: Usability Data 264
Chapter 5. Technographics and Demographics 267
68. Measure Site Performance 269
69. Measure Connection Type 271
70. Know How to Use Screen Resolution Data 276
71. Know How to Use Browser Version Information 279
72. Know if People Are Bookmarking Your Site 282
73. Measure Browser Plug ins 285
74. Know Which Technographic Data to Ignore 287
75. Know How to Use Visitor Language Reports 290
76. Hacking into Page Level Details for Language 292
77. Track Demographic Data Using Custom Variables
and Visitor Segmentation 294
78. Track Your Geographie Visitor Distribution 301
Contents I ^
79. Accurately Measure Downloads 304
80. Build Your Own Web Measurement Application:
Technographic Data 308
Chapter 6. Web Measurement and the Online Retail Model 311
81. Know How to Use Retail Analytics 312
82. Measure the Shopping Cart 316
83. Measure the Checkout Process 320
84. Understand Frequency and Lifetime Value 324
85. Measure Potential Customer Value Using Recency and Latency 327
86. Manage Lifetime Value Using the Visitor Segment Value Matrix 331
87. Use Cross Sell Data to Seil More Products 334
88. Use Geographie Segmentation to Measure Offline Marketing 338
89. Measure New and Returning Customers 340
90. Build Your Own Web Measurement Application:
Commerce Data 344
Chapter 7. Reporting Strategies and Key Performance Indicators 349
91. Distribute Reports Wisely 352
92. Know If the News Is Good 355
93. (Don t) Benchmark Your Site 357
94. Use Key Performance Indicators 360
95. Know the Difference Between a KPI and a Measurement 364
96. Key Performance Indicators for Online Retailers 365
97. Key Performance Indicators for Advertising and Content Sites 370
98. Key Performance Indicators for Customer Support Sites 376
99. Key Performance Indicators for Business Sites (Lead Generation) 381
100. Build Your Own Web Measurement Application: Reporting 386
Index 391
|
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author | Peterson, Eric T. |
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indexdate | 2024-07-09T20:08:45Z |
institution | BVB |
isbn | 0596009887 |
language | English |
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spelling | Peterson, Eric T. Verfasser aut Web site measurement hacks [tips & tools to help optimize your online business] Eric T. Peterson 1. ed. Beijing [u.a.] O'Reilly 2005 XXI, 405 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Leistungsbewertung (DE-588)4167271-9 gnd rswk-swf Website (DE-588)4596172-4 gnd rswk-swf Website (DE-588)4596172-4 s Leistungsbewertung (DE-588)4167271-9 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013224805&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
spellingShingle | Peterson, Eric T. Web site measurement hacks [tips & tools to help optimize your online business] Leistungsbewertung (DE-588)4167271-9 gnd Website (DE-588)4596172-4 gnd |
subject_GND | (DE-588)4167271-9 (DE-588)4596172-4 |
title | Web site measurement hacks [tips & tools to help optimize your online business] |
title_auth | Web site measurement hacks [tips & tools to help optimize your online business] |
title_exact_search | Web site measurement hacks [tips & tools to help optimize your online business] |
title_full | Web site measurement hacks [tips & tools to help optimize your online business] Eric T. Peterson |
title_fullStr | Web site measurement hacks [tips & tools to help optimize your online business] Eric T. Peterson |
title_full_unstemmed | Web site measurement hacks [tips & tools to help optimize your online business] Eric T. Peterson |
title_short | Web site measurement hacks |
title_sort | web site measurement hacks tips tools to help optimize your online business |
title_sub | [tips & tools to help optimize your online business] |
topic | Leistungsbewertung (DE-588)4167271-9 gnd Website (DE-588)4596172-4 gnd |
topic_facet | Leistungsbewertung Website |
url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013224805&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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