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Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity

Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity

Avinash Kaushik

ISBN: 978-0-470-52939-3 October 2009 504 Pages


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Adeptly address today’s business challenges with this powerful new book from web analytics thought leader Avinash Kaushik. Web Analytics 2.0 presents a new framework that will permanently change how you think about analytics. It provides specific recommendations for creating an actionable strategy, applying analytical techniques correctly, solving challenges such as measuring social media and multichannel campaigns, achieving optimal success by leveraging experimentation, and employing tactics for truly listening to your customers. The book will help your organization become more data driven while you become a super analysis ninja!

Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

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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

ChapterPageDetailsDatePrint Run
Short urls in the 1st printing no longer redirect to the correct web pages
The author used a website called to provide short urls for all the web pages to which he refers in the book. That site is now defunct and so those urls do not redirect properly as printed in the book. The short urls are now being handled through another domain, called "". To go to any of the webpages, you need to replace the domain in the url, "" with the domain "". The shortcut portion of the short urls remains unchanged.

In addition, there is an Excel spreadsheet included on the CD that lists all the short urls and the web pages to which they point. Go to the Resources and Downloads tab to download a corrected version of that file that lists the new short urls with the domain.

499Error in discussion of data shown in Figure 4.22
The first sentence on the page, "You can quickly see that Visitors refine their query for the word blogger only 1.8 percent of the time, a likely indication that they find what they are looking for right away."

Should read:

You can quickly see that Visitors refine their query for the word cross domain only 3.23 percent of the time, a likely indication that they find what they are looking for right away.

4111Reference to incorrect figures
In the first paragraph, the reference to Figure 4.28 and Figure 4.29 is incorrect. It should read "Figure 4.27 and Figure 4.28".

5160Text correction: Typographical error in calculation
In the sixth paragraph, a comma has been substituted for a divide by character: "/".

"1,900 , 30 = $63" should read "1,900 / 30 = $63"

5160Text clarification
In the sixth paragraph, replace "I can take the average of that value over the past three months and compute that each click on the site is worth $25. Total monthly value? 338 × 35 = $8,450." with the following text:

"I can follow that same process for rest of the conferences and to compute the value of each click on that page I can, as an example, take the average of that value. Final economic value created? I received 338 clicks on that page and my average value was $25 so the total was 338 x 25 = $8450."

9variousText correction: Mobile analytics provider Bango Analytics incorrectly called "Bongo"
In two instances on pg. 251 under "Tag-Based Solutions -- JavaScript or Image" The name of the mobile analytics provider Bango Analytics is misspelled "Bongo". The same error is repeated on pg. 253 in the first paragraph and again on pg. 255 in the last paragraph.
6/11/101st and 2nd

11351Text correction
The fourth sentence under "Analyzing Visual Impression Share and Lost Revenue" contains an error.

"Variables that go into that decision include the big prices, quality score..." should read
"Variables that go into that decision include the bids, quality score..."

11355Text correction
The third sentence in the third paragraph contains an error.

"You likely expect exact match keywords that are precise and that carefully chosen targets will perform better than precise and certainly broad match." should read:

"You likely expect exact match keywords that are precise and that carefully chosen targets will perform better than phrase match and certainly broad match."