Web Site Measurement Hacks: Tips & Tools to Help Optimize Your Online Business

ISBN: 0596009887
EAN: 2147483647

Year: 2005
Pages: 157

Authors: Eric T. Peterson

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Web Site Measurement Hacks
Table of Contents
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
Hack1.Talk the Talk
Hack2.Best Practices for Web Measurement
Hack3.Select the Right Vendor
Hack4.Staff for Web Measurement Success
Hack5.Get to Know Your Visitors
Hack6.Understand Common Data Sources
Hack7.Understand Visitor Intent
Hack8.Know When to Use Packet Sniffing
Hack9.Write a Useful Web Measurement Request for Proposal (RFP)
Hack10.Find a Free or Cheap Web Measurement Solution
Hack11.Use Analog to Process Logfiles
Hack12.Build Your Own Web Measurement Application: An Overview and Data Collection
Hack13.Build Your Own RSS Tracking Application: An Overview and Data Collection
Chapter 2. Implementation and Setup
Section 2.1. Hacks 1436: Introduction
Hack14.Optimize the Implementation Process
Hack15.Improve Data Accuracy with Cookies
Hack16.Know When to Use First-Party Cookies
Hack17.Alternatives to Cookies
Hack18.Use Macromedia Flash Local Shared Objects Instead of Cookies
Hack19.Fine-Tune Your Data Collection
Hack20.Define Useful Page Names and Content Groups
Hack21.Understand Where Data Gets Lost
Hack22.Deconstruct Web Server Logfiles
Hack23.Exclude Robots and Spiders from Your Analysis
Hack24.Bust the Cache for Accuracy
Hack25.Use Query Strings Effectively
Hack26.Web Measurement and Visitor Privacy
Hack27.Establish a P3P Privacy Policy
Hack28.Deconstruct JavaScript Page Tags
Hack29.Understand Web Bugs
Hack30.Hack the JavaScript Document Object Model
Hack31.Use Custom Variables Wisely
Hack32.Best Practices for Data Integration
Hack33.Measure Your Intranet or Extranet
Hack34.Measure Your Mistakes
Hack35.Build Your Own Web Measurement Application: The Core Code
Hack36.Build Your Own RSS Tracking Application: The Core Code and Reporting
Chapter 3. Online Marketing Measurement
Section 3.1. Hacks 3753: Introduction
Hack37.Understand Marketing Terminology
Hack38.Identify Your Business Objectives
Hack39.Define Conversion Events
Hack40.Measure Banner Advertising
Hack41.Measure Email Marketing
Hack42.Measure Paid Search Engine Marketing
Hack43.Measure Organic Search
Hack44.Contrast Paid Keywords Versus Actual Search Queries
Hack45.Measure Affiliate Marketing
Hack46.Use Unique Landing Pages
Hack47.Measure Content Syndicated via RSS
Hack48.Segment Visitors to Understand Specific Group Activity
Hack49.Measure Conversion Through Multiple Goals
Hack50.Leverage Referring Domains and URLs
Hack51.Calculate Click-to-Visit Drop-off
Hack52.Create Visitor Loyalty Segments
Hack53.Build Your Own Web Measurement Application: Marketing Data
Chapter 4. Measuring Web Site Usability
Section 4.1. Hacks 5467: Introduction
Hack54.Measure the Value of Pages and Clicks
Hack55.Measuring Clicks the Old-Fashioned Way
Hack56.Use Language to Drive Action
Hack57.Deconstruct Time Spent on Site
Hack58.Use the Entry, Exit, and Single-Access Page Report
Hack59.Measure Multi-Step Processes
Hack60.Measure Usability in the Checkout Process
Hack61.Measure
Hack62.Use Browser Overlays
Hack63.Run Your Own Split-Path Tests
Hack64.Measure Internal Searches
Hack65.Take Advantage of
Hack66.Effectively Measure the
Hack67.Build Your Own Web Measurement Application: Usability Data
Chapter 5. Technographics and
Section 5.1. Hacks 6880: Introduction
Hack68.Measure Site Performance
Hack69.Measure Connection Type
Hack70.Know How to Use Screen Resolution Data
Hack71.Know How to Use Browser Version Information
Hack72.Know if People Are Bookmarking Your Site
Hack73.Measure Browser Plug-ins
Hack74.Know Which Technographic Data to Ignore
Hack75.Know How to Use Visitor Language Reports
Hack76.Hacking into Page-Level Details for Language
Hack77.Track Demographic Data Using Custom Variables and Visitor Segmentation
Hack78.Track Your Geographic Visitor Distribution
Hack79.Accurately Measure Downloads
Hack80.Build Your Own Web Measurement Application: Technographic Data
Chapter 6. Web Measurement and the Online Retail Model
Section 6.1. Hacks 8190: Introduction
Hack81.Know How to Use Retail Analytics
Hack82.Measure the Shopping Cart
Hack83.Measure the Checkout Process
Hack84.Understand Frequency and Lifetime Value
Hack85.Measure Potential Customer Value Using Recency and Latency
Hack86.Manage Lifetime Value Using the Visitor Segment Value Matrix
Hack87.Use Cross-Sell Data to Sell More Products
Hack88.Use Geographic Segmentation to Measure Offline Marketing
Hack89.Measure New and Returning Customers
Hack90.Build Your Own Web Measurement Application: Commerce Data
Chapter 7. Reporting Strategies and Key Performance Indicators
Section 7.1. Hacks 91100: Introduction
Hack91.Distribute Reports Wisely
Hack92.Know If the News Is Good
Hack93.(Don t) Benchmark Your Site
Hack94.Use Key Performance Indicators
Hack95.Know the Difference Between a KPI and a Measurement
Hack96.Key Performance Indicators for Online Retailers
Hack97.Key Performance Indicators for Advertising and Content Sites
Hack98.Key Performance Indicators for Customer Support Sites
Hack99.Key Performance Indicators for Business Sites (Lead Generation)
Hack100.Build Your Own Web Measurement Application: Reporting
Colophon
Index
A
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D
E
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