Books & Videos

Table of Contents

  1. Chapter 1 Web Measurement Basics

    1. Hacks 1–13: Introduction

    2. Talk the Talk

    3. Best Practices for Web Measurement

    4. Select the Right Vendor

    5. Staff for Web Measurement Success

    6. Get to Know Your Visitors

    7. Understand Common Data Sources

    8. Understand Visitor Intent

    9. Know When to Use Packet Sniffing

    10. Write a Useful Web Measurement Request for Proposal (RFP)

    11. Find a Free or Cheap Web Measurement Solution

    12. Use Analog to Process Logfiles

    13. Build Your Own Web Measurement Application: An Overview and Data Collection

    14. Build Your Own RSS Tracking Application: An Overview and Data Collection

  2. Chapter 2 Implementation and Setup

    1. Hacks 14–36: Introduction

    2. Optimize the Implementation Process

    3. Improve Data Accuracy with Cookies

    4. Know When to Use First-Party Cookies

    5. Alternatives to Cookies

    6. Use Macromedia Flash Local Shared Objects Instead of Cookies

    7. Fine-Tune Your Data Collection

    8. Define Useful Page Names and Content Groups

    9. Understand Where Data Gets Lost

    10. Deconstruct Web Server Logfiles

    11. Exclude Robots and Spiders from Your Analysis

    12. Bust the Cache for Accuracy

    13. Use Query Strings Effectively

    14. Web Measurement and Visitor Privacy

    15. Establish a P3P Privacy Policy

    16. Deconstruct JavaScript Page Tags

    17. Understand Web Bugs

    18. Hack the JavaScript Document Object Model

    19. Use Custom Variables Wisely

    20. Best Practices for Data Integration

    21. Measure Your Intranet or Extranet

    22. Measure Your Mistakes

    23. Build Your Own Web Measurement Application: The Core Code

    24. Build Your Own RSS Tracking Application: The Core Code and Reporting

  3. Chapter 3 Online Marketing Measurement

    1. Hacks 37–53: Introduction

    2. Understand Marketing Terminology

    3. Identify Your Business Objectives

    4. Define Conversion Events

    5. Measure Banner Advertising

    6. Measure Email Marketing

    7. Measure Paid Search Engine Marketing

    8. Measure Organic Search

    9. Contrast Paid Keywords Versus Actual Search Queries

    10. Measure Affiliate Marketing

    11. Use Unique Landing Pages

    12. Measure Content Syndicated via RSS

    13. Segment Visitors to Understand Specific Group Activity

    14. Measure Conversion Through Multiple Goals

    15. Leverage Referring Domains and URLs

    16. Calculate Click-to-Visit Drop-off

    17. Create Visitor Loyalty Segments

    18. Build Your Own Web Measurement Application: Marketing Data

  4. Chapter 4 Measuring Web Site Usability

    1. Hacks 54–67: Introduction

    2. Measure the Value of Pages and Clicks

    3. Measuring Clicks the Old-Fashioned Way

    4. Use Language to Drive Action

    5. Deconstruct Time Spent on Site

    6. Use the Entry, Exit, and Single-Access Page Report

    7. Measure Multi-Step Processes

    8. Measure Usability in the Checkout Process

    9. Measure "Internal Campaigns"

    10. Use Browser Overlays

    11. Run Your Own Split-Path Tests

    12. Measure Internal Searches

    13. Take Advantage of "Zero Results" Internal Search Results

    14. Effectively Measure the "Known" Visitor

    15. Build Your Own Web Measurement Application: Usability Data

  5. Chapter 5 Technographics and "Demographics"

    1. Hacks 68–80: Introduction

    2. Measure Site Performance

    3. Measure Connection Type

    4. Know How to Use Screen Resolution Data

    5. Know How to Use Browser Version Information

    6. Know if People Are Bookmarking Your Site

    7. Measure Browser Plug-ins

    8. Know Which Technographic Data to Ignore

    9. Know How to Use Visitor Language Reports

    10. Hacking into Page-Level Details for Language

    11. Track Demographic Data Using Custom Variables and Visitor Segmentation

    12. Track Your Geographic Visitor Distribution

    13. Accurately Measure Downloads

    14. Build Your Own Web Measurement Application: Technographic Data

  6. Chapter 6 Web Measurement and the Online Retail Model

    1. Hacks 81–90: Introduction

    2. Know How to Use Retail Analytics

    3. Measure the Shopping Cart

    4. Measure the Checkout Process

    5. Understand Frequency and Lifetime Value

    6. Measure Potential Customer Value Using Recency and Latency

    7. Manage Lifetime Value Using the Visitor Segment Value Matrix

    8. Use Cross-Sell Data to Sell More Products

    9. Use Geographic Segmentation to Measure Offline Marketing

    10. Measure New and Returning Customers

    11. Build Your Own Web Measurement Application: Commerce Data

  7. Chapter 7 Reporting Strategies and Key Performance Indicators

    1. Hacks 91–100: Introduction

    2. Distribute Reports Wisely

    3. Know If the News Is Good

    4. (Don't) Benchmark Your Site

    5. Use Key Performance Indicators

    6. Know the Difference Between a KPI and a Measurement

    7. Key Performance Indicators for Online Retailers

    8. Key Performance Indicators for Advertising and Content Sites

    9. Key Performance Indicators for Customer Support Sites

    10. Key Performance Indicators for Business Sites (Lead Generation)

    11. Build Your Own Web Measurement Application: Reporting

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