Web Analytics 2.0 - The Art of Online Accountability and Science of Customer Centricity by Avinash Kaushik (US edition, paperback) - 9780470529393

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!Table of Content 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 The What: Clickstream 7 The How Much: Multiple Outcomes Analysis 7 The Why: Experimentation and Testing 8 The Why: Voice of Customer 9 The What Else: Competitive Intelligence 9 Change: Yes We Can! 10 The Strategic Imperative 10 The Tactical Shift 11 Bonus Analytics 13 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 Q1: “Do I want reporting or analysis?” 17 Q2: “Do I have IT strength, business strength, or both?” 19 Q3: “Am I solving just for Clickstream or for Web Analytics 2.0?” 20 Step 2: Ten Questions to Ask Vendors Before You Marry Them 21 Q1: “What is the difference between your tool/solution and free tools from Yahoo! and Google?” 21 Q2: “Are you 100 percent ASP, or do you offer a software version? Are you planning a software version?” 22 Q3: “What data capture mechanisms do you use?” 22 Q4: “Can you calculate the total cost of ownership for your tool?” 23 Q5: “What kind of support do you offer? What do you include for free, and what costs more? Is it free 24/7?” 24 Q6: “What features in your tool allow me to segment the data?” 25 Q7: “What options do I have for exporting data from your system into our company’s system?” 25 Q8: “What features do you provide for me to integrate data from other sources into your tool?” 26 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?” 26 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?” 27 Comparing Web Analytics Vendors: Diversify and Conquer 28 The Three-Bucket Strategy 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 Cont