Die Kunst des Webtrackings:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | German |
| Veröffentlicht: |
Köln [u.a.]
O'Reilly
2009
|
| Ausgabe: | 1. Aufl. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXI, 303 S. Ill., graph. Darst. |
| ISBN: | 9783897218574 |
Internformat
MARC
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| 245 | 1 | 0 | |a Die Kunst des Webtrackings |c Udo Möller ; Michael Kröhn |
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| 264 | 1 | |a Köln [u.a.] |b O'Reilly |c 2009 | |
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Datensatz im Suchindex
| _version_ | 1804138576640737281 |
|---|---|
| adam_text | Inhalt
Einleitung......................................................
IX
1 Webtracking
à
la carte
............................................. 1
Das
Projektteam
................................................ 1
Das
(Zusammen-)Spiel
beginnt.................................... 5
Checkliste..................................................... 8
2 Design
for Analysis ...............................................
11
Namenskonventionen ........................................... 12
CMS-Integration................................................ 22
Workflows
und Prozesse ......................................... 24
Checkliste..................................................... 27
3 Trackingverfahren................................................ 29
Systemlandschaft ............................................... 30
Exkurs: Inhouse
vs. ASP
.......................................... 40
Logfile-Tracking................................................ 44
Pixeltracking................................................... 50
Sniffer
........................................................ 57
Mausbewegungen tracken ........................................ 60
Hybridverfahren................................................ 62
Gegenüberstellung .............................................. 64
Checkliste..................................................... 65
4 Metriken und Kennzahlen.......................................... 67
Bitte zahlen! ................................................... 68
Das Auge isst mit ............................................... 81
Checkliste..................................................... 83
5 Validierung der Basisdaten ......................................... 85
Rahmenbedingungen ............................................ 86
Filetransfer .................................................... 89
Unscharfen .................................................... 90
Exkurs:
Preprocessing
........................................... 101
Verhältniszahlen................................................ 104
Der Teufel ist ein Eichhörnchen ................................... 107
Checklisten.................................................... 112
6 Interpretation gängiger Berichte..................................... 115
Darf s ein bisschen mehr sein? ..................................... 116
In der Kürze liegt die Würze....................................... 133
Checkliste..................................................... 141
7 Kampagnentracking .............................................. 143
Schritt 1: Planung............................................... 144
Schritt 2: Ablauf................................................ 149
Schritt 3: Ergebnis .............................................. 160
Exkurs: Media-
Agen
tur
vs.
internes
Tracking
......................... 165
Checkliste..................................................... 168
8 Management
Reporting ...........................................
171
Man nehme..................................................... 172
Executive
Summary
............................................. 176
Section
Report ................................................. 182
Homepage-Visualisierung......................................... 188
Competitor Compare............................................
190
Dashboard
.................................................... 195
Checkliste..................................................... 197
9 Der Projektplan.................................................. 199
Vorspeise...................................................... 200
Hauptgang .................................................... 208
Dessert ....................................................... 215
Fallbeispiel: KMU und Projektplan
light
............................. 219
Checkliste..................................................... 222
10 Helferlein...................................................... 225
Die Herstelleranfrage ............................................ 226
Der Kriterienkatalog ............................................ 231
Die Scorecard .................................................. 237
Die Tools im Einzelnen........................................... 239
Checkliste..................................................... 268
VI I
Inhalt
11 Ausblick....................................................... 271
Bid
Management
and beyond
...................................... 272
Data Mining in die
Tiefe.......................................... 274
Gemeinsam sind wir stark ........................................ 276
Konsolidierung der
Superhelden
................................... 278
12 Kurz und bündig................................................. 281
Toolhersteller kompakt .......................................... 281
Häufig gestellte Fragen........................................... 282
Aus dem Leben eines Webmanagers ................................ 288
Der Rest ist Schweigen........................................... 291
Glossar........................................................ 293
Index......................................................... 299
Inhalt
I
VII
|
| any_adam_object | 1 |
| author | Möller, Udo Kröhn, Michael 1972- |
| author_GND | (DE-588)123702771 |
| author_facet | Möller, Udo Kröhn, Michael 1972- |
| author_role | aut aut |
| author_sort | Möller, Udo |
| author_variant | u m um m k mk |
| building | Verbundindex |
| bvnumber | BV035283270 |
| classification_rvk | ST 205 ST 252 |
| ctrlnum | (OCoLC)634897735 (DE-599)DNB990357333 |
| dewey-full | 006 658.8302854678 |
| dewey-hundreds | 000 - Computer science, information, general works 600 - Technology (Applied sciences) |
| dewey-ones | 006 - Special computer methods 658 - General management |
| dewey-raw | 006 658.8302854678 |
| dewey-search | 006 658.8302854678 |
| dewey-sort | 16 |
| dewey-tens | 000 - Computer science, information, general works 650 - Management and auxiliary services |
| discipline | Informatik Wirtschaftswissenschaften |
| edition | 1. Aufl. |
| format | Book |
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| id | DE-604.BV035283270 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:30:23Z |
| institution | BVB |
| isbn | 9783897218574 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017088453 |
| oclc_num | 634897735 |
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| physical | XXI, 303 S. Ill., graph. Darst. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | O'Reilly |
| record_format | marc |
| spelling | Möller, Udo Verfasser aut Die Kunst des Webtrackings Udo Möller ; Michael Kröhn 1. Aufl. Köln [u.a.] O'Reilly 2009 XXI, 303 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Statistik (DE-588)4056995-0 gnd rswk-swf Erfolgskontrolle (DE-588)4015228-5 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Website (DE-588)4596172-4 gnd rswk-swf Website (DE-588)4596172-4 s Electronic Commerce (DE-588)4592128-3 s Erfolgskontrolle (DE-588)4015228-5 s Statistik (DE-588)4056995-0 s DE-604 b DE-604 Kröhn, Michael 1972- Verfasser (DE-588)123702771 aut Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017088453&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Möller, Udo Kröhn, Michael 1972- Die Kunst des Webtrackings Statistik (DE-588)4056995-0 gnd Erfolgskontrolle (DE-588)4015228-5 gnd Electronic Commerce (DE-588)4592128-3 gnd Website (DE-588)4596172-4 gnd |
| subject_GND | (DE-588)4056995-0 (DE-588)4015228-5 (DE-588)4592128-3 (DE-588)4596172-4 |
| title | Die Kunst des Webtrackings |
| title_auth | Die Kunst des Webtrackings |
| title_exact_search | Die Kunst des Webtrackings |
| title_full | Die Kunst des Webtrackings Udo Möller ; Michael Kröhn |
| title_fullStr | Die Kunst des Webtrackings Udo Möller ; Michael Kröhn |
| title_full_unstemmed | Die Kunst des Webtrackings Udo Möller ; Michael Kröhn |
| title_short | Die Kunst des Webtrackings |
| title_sort | die kunst des webtrackings |
| topic | Statistik (DE-588)4056995-0 gnd Erfolgskontrolle (DE-588)4015228-5 gnd Electronic Commerce (DE-588)4592128-3 gnd Website (DE-588)4596172-4 gnd |
| topic_facet | Statistik Erfolgskontrolle Electronic Commerce Website |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017088453&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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