Table of Contents

Web Site Measurement Hacks
By Eric T. Peterson
...............................................
Publisher: O'Reilly
Pub Date: August 2005
ISBN: 0-596-00988-7
Pages: 430

Table of Contents  | Index

		Foreword
		Credits
			About the Author
			Contributors
			Acknowledgments
		Preface
			Why Web Site Measurement Hacks?
			How This Book Is Organized
			About the Use of Screenshots and Vendor Information in This Book
			Conventions Used in This Book
			Using Code Examples
			How to Contact Us
			Safari Enabled
			Got a Hack?
		Chapter 1.  Web Measurement Basics
			Section 1.1.  Hacks 113: Introduction
			Hack 1.  Talk the Talk
			Hack 2.  Best Practices for Web Measurement
			Hack 3.  Select the Right Vendor
			Hack 4.  Staff for Web Measurement Success
			Hack 5.  Get to Know Your Visitors
			Hack 6.  Understand Common Data Sources
			Hack 7.  Understand Visitor Intent
			Hack 8.  Know When to Use Packet Sniffing
			Hack 9.  Write a Useful Web Measurement Request for Proposal (RFP)
			Hack 10.  Find a Free or Cheap Web Measurement Solution
			Hack 11.  Use Analog to Process Logfiles
			Hack 12.  Build Your Own Web Measurement Application: An Overview and Data Collection
			Hack 13.  Build Your Own RSS Tracking Application: An Overview and Data Collection
		Chapter 2.  Implementation and Setup
			Section 2.1.  Hacks 1436: Introduction
			Hack 14.  Optimize the Implementation Process
			Hack 15.  Improve Data Accuracy with Cookies
			Hack 16.  Know When to Use First-Party Cookies
			Hack 17.  Alternatives to Cookies
			Hack 18.  Use Macromedia Flash Local Shared Objects Instead of Cookies
			Hack 19.  Fine-Tune Your Data Collection
			Hack 20.  Define Useful Page Names and Content Groups
			Hack 21.  Understand Where Data Gets Lost
			Hack 22.  Deconstruct Web Server Logfiles
			Hack 23.  Exclude Robots and Spiders from Your Analysis
			Hack 24.  Bust the Cache for Accuracy
			Hack 25.  Use Query Strings Effectively
			Hack 26.  Web Measurement and Visitor Privacy
			Hack 27.  Establish a P3P Privacy Policy
			Hack 28.  Deconstruct JavaScript Page Tags
			Hack 29.  Understand Web Bugs
			Hack 30.  Hack the JavaScript Document Object Model
			Hack 31.  Use Custom Variables Wisely
			Hack 32.  Best Practices for Data Integration
			Hack 33.  Measure Your Intranet or Extranet
			Hack 34.  Measure Your Mistakes
			Hack 35.  Build Your Own Web Measurement Application: The Core Code
			Hack 36.  Build Your Own RSS Tracking Application: The Core Code and Reporting
		Chapter 3.  Online Marketing Measurement
			Section 3.1.  Hacks 3753: Introduction
			Hack 37.  Understand Marketing Terminology
			Hack 38.  Identify Your Business Objectives
			Hack 39.  Define Conversion Events
			Hack 40.  Measure Banner Advertising
			Hack 41.  Measure Email Marketing
			Hack 42.  Measure Paid Search Engine Marketing
			Hack 43.  Measure Organic Search
			Hack 44.  Contrast Paid Keywords Versus Actual Search Queries
			Hack 45.  Measure Affiliate Marketing
			Hack 46.  Use Unique Landing Pages
			Hack 47.  Measure Content Syndicated via RSS
			Hack 48.  Segment Visitors to Understand Specific Group Activity
			Hack 49.  Measure Conversion Through Multiple Goals
			Hack 50.  Leverage Referring Domains and URLs
			Hack 51.  Calculate Click-to-Visit Drop-off
			Hack 52.  Create Visitor Loyalty Segments
			Hack 53.  Build Your Own Web Measurement Application: Marketing Data
		Chapter 4.  Measuring Web Site Usability
			Section 4.1.  Hacks 5467: Introduction
			Hack 54.  Measure the Value of Pages and Clicks
			Hack 55.  Measuring Clicks the Old-Fashioned Way
			Hack 56.  Use Language to Drive Action
			Hack 57.  Deconstruct Time Spent on Site
			Hack 58.  Use the Entry, Exit, and Single-Access Page Report
			Hack 59.  Measure Multi-Step Processes
			Hack 60.  Measure Usability in the Checkout Process
			Hack 61.  Measure "Internal Campaigns"
			Hack 62.  Use Browser Overlays
			Hack 63.  Run Your Own Split-Path Tests
			Hack 64.  Measure Internal Searches
			Hack 65.  Take Advantage of "Zero Results" Internal Search Results
			Hack 66.  Effectively Measure the "Known" Visitor
			Hack 67.  Build Your Own Web Measurement Application: Usability Data
		Chapter 5.  Technographics and "Demographics"
			Section 5.1.  Hacks 6880: Introduction
			Hack 68.  Measure Site Performance
			Hack 69.  Measure Connection Type
			Hack 70.  Know How to Use Screen Resolution Data
			Hack 71.  Know How to Use Browser Version Information
			Hack 72.  Know if People Are Bookmarking Your Site
			Hack 73.  Measure Browser Plug-ins
			Hack 74.  Know Which Technographic Data to Ignore
			Hack 75.  Know How to Use Visitor Language Reports
			Hack 76.  Hacking into Page-Level Details for Language
			Hack 77.  Track Demographic Data Using Custom Variables and Visitor Segmentation
			Hack 78.  Track Your Geographic Visitor Distribution
			Hack 79.  Accurately Measure Downloads
			Hack 80.  Build Your Own Web Measurement Application: Technographic Data
		Chapter 6.  Web Measurement and the Online Retail Model
			Section 6.1.  Hacks 8190: Introduction
			Hack 81.  Know How to Use Retail Analytics
			Hack 82.  Measure the Shopping Cart
			Hack 83.  Measure the Checkout Process
			Hack 84.  Understand Frequency and Lifetime Value
			Hack 85.  Measure Potential Customer Value Using Recency and Latency
			Hack 86.  Manage Lifetime Value Using the Visitor Segment Value Matrix
			Hack 87.  Use Cross-Sell Data to Sell More Products
			Hack 88.  Use Geographic Segmentation to Measure Offline Marketing
			Hack 89.  Measure New and Returning Customers
			Hack 90.  Build Your Own Web Measurement Application: Commerce Data
		Chapter 7.  Reporting Strategies and Key Performance Indicators
			Section 7.1.  Hacks 91100: Introduction
			Hack 91.  Distribute Reports Wisely
			Hack 92.  Know If the News Is Good
			Hack 93.  (Don't) Benchmark Your Site
			Hack 94.  Use Key Performance Indicators
			Hack 95.  Know the Difference Between a KPI and a Measurement
			Hack 96.  Key Performance Indicators for Online Retailers
			Hack 97.  Key Performance Indicators for Advertising and Content Sites
			Hack 98.  Key Performance Indicators for Customer Support Sites
			Hack 99.  Key Performance Indicators for Business Sites (Lead Generation)
			Hack 100.  Build Your Own Web Measurement Application: Reporting
		Colophon
		Index