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

Adeptly address todays 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!

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 lSW