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COPYRIG
HTED M
ATERIAL
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IndexNote to the Reader: Throughout this index boldfaced page numbers indicate pri-mary discussions of a topic. Italicized page numbers indicate illustrations.
AA/B tests
in behavior targeting, 302as first test, 81, 209overview, 197, 197pros and cons, 198
Abandonment Rate metric, 55benchmarks, 218importance, 73, 152
Absolute Unique Visitors metric, 39–43accuracy vs. precision, 284–285action dashboards, 288
benchmarks and segments, 291–292consolidated, 290–291critical few metrics, 292–293elements, 288–290, 289evolving, 294guidelines, 291insights in, 289, 293single-page rule, 293–294
Actionable Web Analytics (Atchison and Burby), 437
actionsactionable insights, 4–5, 422actionable testing ideas, 202–204actionable vs. knowable in surveys,
184, 184metrics for, 36
Actions/Steps quadrant in action dashboards, 290
Activity metric for Twitter, 272Ad Planner tool, 4, 214
demographic segmentation analysis, 236–237, 237
psychographic segmentation analysis, 238, 238
search behavior, 239self-reported data, 219, 220
ad position in PPC, 113–114, 113–114Adblade ad provider, 236Aden, Timo, 400administration costs, vendor questions
about, 23–24Adobe AIR technology, 248–249ads, number and layout, 203AdSense for blog ads, 264, 395AdWords Keyword tool
campaign tracking, 309competitive intelligence, 217integration with, 26keyword expansion analysis,
234, 235paid clicks, 110
Affinium netInsightcookies, 129SeO analysis, 102tags, 140in three-bucket strategy, 29
aggregate data vs. customer behavior, 93–94, 93–94
AIR technology, 248–249Alexa toolbar, 214All Visits metric, 103, 103, 108Alltop site, 244Also Visited reports,
223–224, 224Amazon, video use by, 273Amethon company, 251
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analysesaction-driving, 412–415, 413in tool selection strategy, 17–19vendor questions about, 24
analytics managers and directors hiring guidelines, 403–406
Analytics Talk blog, 400Android-based phones, 250annual support costs, vendor questions
about, 23applications
analyzing, 248–249, 248data limitations, 139
areas of caution in lab usability studies, 174–175
artificially intelligent visual heat maps, 192–193, 193
Atchison, Shane, 437Atlas Solutions, 236Attention Tracking reports, 276, 276attributes
of analytics managers, 404metrics, 59–62, 61
attribution in multitouch campaigns, 358
alternatives, 366–368, 366challenges, 364–365issues, 359–361, 360models, 361–365, 361overview, 358–359summary, 368
Audience Attention reports, 276, 276audience growth in blogs, 258–260, 259audience identification in competitive
intelligence, 235–240, 236–238, 240
Audience Science company, 299auditing data, 287author contributions to blogs,
257–258, 258Authority metric, 262, 262authorized consultants, vendor
questions about, 24
automated modeling engines in behavior targeting, 300, 300
availability factorsin SLAs, 32–33tool selection strategy, 18
Average Order Value metric, 109, 109, 153–154, 154
Average Position reports, 113Average Revenue per email Sent
metric, 122Average Shared Links Click-Through
Rate (CTR) metric, 268–269, 269Average Time on Site metric, 165Average Time to This Page metric, 83Average Value metric, 269average Visits per visitor metric,
162–164, 163averages, 330
distributions, 331, 331segmentations, 330–331, 330
Avg. Time on Site metric, 77, 114, 114
BB&H Photo Video site, 224–225, 225B2B (business-to-business) websites,
166–168Bachman, Jess, 398–399bad exit tracking, 55, 151barriers to web measurement, 432–433
budget and resources, 433–434data excess, 435–436data reconciliation, 436–437IT blockages, 437–438, 437–438misunderstandings, 435senior management buy-in, 436siloed organizations, 434–435staff competency, 439strategy vacuums, 434tools and technology, 433, 439–440trust, 439
baseline performance metrics, 275, 275basic statistics skills for web analytics,
396–397
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behavior targeting (BT), 298challenges, 299–301, 300prerequisites, 301–302promises, 299testing in, 302
benchmarksaction dashboards, 291–292competitive studies, 190–191for context, 319–320, 319–320inaccurate, 425online survey providers, 188for pressure on management,
430–431from vendors, 218–219, 218
Bennett, Steve, 63best friend metrics, 318biased video segments, 279Blog Metrics plug-in, 261blogs, 257
audience growth, 258–260, 259birth of, 243–244Bounce Rate, 53citations and ripple index,
262–263, 262costs, 263raw author contributions,
257–258, 258ROI, 263–265, 265on web analytics, 400–401
Bango Analytics company, 251, 253, 255
bossesdata-driven, 426–429pressure on, 429–432receptive, 420–421
Bounce Rate metricA/B testing, 197attributes, 62benchmarks, 218direct Traffic, 118email campaigns, 121exceptions and excuses, 53importance, 77
levels, 93mobile customer experiences, 254organic search traffic reports, 103overview, 51–52, 51–52site overlay reports for, 83site searches, 97, 97Top entry Pages with, 202Twitter, 269visitor acquisition reports, 80
brainpower factor in tool selection strategy, 18
Brand evangelists Index, 415alternate calculation, 418–419, 419case and analysis, 415–416, 416outcome, 418problem, 416–417results, 417–418, 417solutions, 417summary, 419
brand termslong-tail strategy, 341–342, 342paid search impact on, 205–207,
205–206branding campaigns, 328broad match types, 354–356, 356Browse Rate metric, 69browsers
embedded in phones, 250tracking, 128
budget as barrier to web measurement, 433–434
Burby, Jason, 437business individual contributors,
388–390business outcomes in email campaigns,
121–122business team leaders, 391–392business-to-business (B2B) websites,
166–168
Ccalculated metrics, 336–337Call Avoidance metric, 158
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campaignsemail, 119–122multitouch. See multitouch campaign
attribution analysisparameter configuration, 142–143tag-based solutions, 251tracking, 251, 309–310Twitter, 269
cannibalization, 205–207, 205–206card-sorting studies, 191–192careers in web analytics, 385–386
activities distribution for, 401–403, 402
business individual contributors, 388–390
business team leaders, 391–392hiring guidelines, 403–406options, salary prospects, and
growth, 386–387skills for, 393
blogs for, 400–401data visualization and
presentation, 398–399detective, 396education, 394–396free webinars for, 399–400practical experience, 393questioning, 397statistics, 396–397tools experience, 393–394from working with business
teams, 398technical individual contributors, 388technical team leaders, 390–391
Cart Abandonment metricbenchmarks, 218importance, 152–153
category terms in long-tail strategy, 341–342, 342
centralized models, 440–442change handling skills for analytics
managers, 404changes, data decay from, 134–135
chat tracking, 378–379Checkout Abandonment metric,
152–153Checkout page testing, 202churn
in action dashboards, 294Twitter metric, 266
citationsblogs, 262–263, 262social webs, 246
clean data collection, 286click density analysis
importance, 73overview, 81–83, 81–82
click-through rate (CTR) metricPPC, 112Twitter, 268–269, 269
click-to-open rate (CTOR) metric, 120Clickequations blog, 401Clickequations tool
COGS data, 356even-click credit, 362impression share, 351–352, 352multivariate testing, 204pay-per-click analysis, 348–349, 349
clickstream dataintegration with, 189–190internal site search analysis, 95–100,
95–100tools, 12, 12Web Analytics 1.0, 5, 5Web Analytics 2.0, 6–7, 6–7
ClickTale company, 136–138ClickTracks tools, 3
cookies, 129data sampling, 132, 132site overlay reports, 82in three-bucket strategy, 29videos, 279, 280visits metric, 37–38What’s Changed reports, 61, 61, 325,
325Code Green data sampling, 131–133
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Code Orange data sampling, 131–133Code Red data sampling, 131–133COGS (cost of goods sold) metric,
112, 356communicating test results, 212communication factors in SLAs, 33company cultures
tool selection strategy, 18transforming, 408–412
comparative value in blogs, 264comparisons
key metrics and segments against site average, 316–318, 316–318
key metrics performance over time, 314–315, 314–315, 321–324, 321–324
long-term traffic, 222–223, 222–223vendors, 28–34
Compete tool, 214hybrid data, 221keywords performance, 226long-term traffic trends comparisons,
222, 223Share of Search analysis, 150share-of-shelf analysis, 231, 232
competitive intelligence (CI) analysis, 6, 6–7, 213–214
audience identification and segmentation, 235–240, 236–238, 240
benchmarking studies, 190–191benchmarks from vendors,
218–219, 218benefits, 9–10context in, 319–320, 319–320data sources, types, and secrets,
214–215hybrid data, 220–221network data, 217panel data, 216–217for pressure on management, 431search and keyword analysis,
217–218, 225–235, 226–235
self-reported data, 219–220, 220toolbar data, 215tools, 12, 12traffic analysis, 221–225, 222–225
completing task questions in surveys, 186–187
complexity of metrics, 60compound metrics, 336–337computation changes, data decay
from, 134comScore panel, 214, 216conferences, internal, 411consolidated dashboards, 290–291consultants
dashboards by, 288for pressure on management, 432vendor questions about, 24
content analysis in direct Traffic, 119Content Consumption metric, 158Content created metric, 258content democracy evolution, 243–246,
244–247content grouping in pilot tests, 31contests, 410–411context, 314
in action dashboards, 290, 292engagement, 56industry benchmarks and
competitive data, 319–320, 319–320
key metrics and segments against site average comparisons, 316–318, 316–318
key metrics performance for different time periods comparisons, 314–315, 314–315
lonely metrics, 318–319, 318for ratios, 335, 335segmenting for, 315–316, 316tribal knowledge, 320–321
contextless video, 136contextual influence in videos,
279–280, 280
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controlled experiments, 205challenges and benefits, 208examples, 207–208offline impact of online
campaigns, 382online impact of offline campaigns,
374–376, 375paid search impact, 205–207,
205–206Conversation Rate metric
blogs, 260–261, 261social webs, 245Twitter, 270, 271
Conversion Rate metric, 438vs. Average Order Value,
153–154, 154benchmarks, 218cookieless data, 130diagnosing, 64–66, 64–65email campaigns, 121–122Outcomes by All Traffic Sources
reports, 87overview, 55–56segmenting, 100, 100Twitter, 269–270, 270videos, 279
conversionslatent, 329Macro and Micro, 156–160,
156–159cookies. See tracking cookiesCoradiant tool, 13–14Coremetrics tools
competitive intelligence, 218, 218
even-click credit, 362industry benchmarks, 319, 320Margin metric, 112mobile customer experiences, 252in three-bucket strategy, 28–29
correlations vs. causality, 154cost of goods sold (COGS) metric,
112, 356
cost per acquisition in media mix modeling, 366
costsblogs, 263PPC, 112vendor questions about, 23–24in video playback, 137
Cotlar, daniel, 148coupons, 370–371, 371, 379–380courtship model, 346Crawl Stats report, 104, 104Crazy egg tools, 3Creese, Guy, 11critical metrics, 36–37, 63
action dashboards, 288–289, 292–293
Bounce Rate, 51–53, 51–52Conversion Rate, 55–56engagement, 56–59, 57exit Rate, 53–55, 54importance, 436success measures, 147–149, 149time, 44–51, 44–50visits, 37–44, 37, 39–43
critical questions in tool selection strategy, 17–21
critical thinking skills, 404–406CRM Metrix surveys, 381CTOR (click-to-open rate) metric, 120CTR (click-through rate) metric
PPC, 112Twitter, 268–269, 269
culturefor testing, 209–212tool selection strategy, 18transforming, 408–412
curiosity in analytics managers, 404current performance of direct Traffic,
117–118, 117custom credit model, 363–364custom reporting
for context, 335, 335leveraging, 66–69, 66–69
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custom tags, 310customer behavior
vs. aggregate data, 93–94, 93–94illogical, 425PPC, 114–116, 115videos, 281
customer-centric strategy, surveys for, 187
customer experience, video playback of, 136–138
customer listening posts in behavior targeting, 301–302
Cutroni, Justin, 400
Ddaily stuff in pilot tests, 32daily Unique Visitors metric, 39–43, 41danuloff, Craig, 401dashboards. See action dashboardsdata analysis
lab usability studies, 173in testing, 212
data collectionmobile customer experiences,
250–253vendor questions about, 22–23videos, 273–274, 273–274
data decay, 134–136data-driven culture development,
407–408barriers to web measurement,
432–440, 437–438confidence in data, 420–426,
422, 424data-driven bosses, 426–429management pressure, 429–432metric definition changes, 415–419,
416–417, 419reports and analyses driving action,
412–415, 413transforming company culture,
408–412
data excess as barrier to web measurement, 435–436
data overloadas barrier to web measurement,
435–436in behavior targeting, 300
data quality, six-step process for, 286–287, 286
data reconciliation, 138, 139as barrier to web measurement,
436–437campaign parameter configuration,
142–143first-party cookies vs. third-party
cookies, 139–140key metrics definitions, 140–141pilot tests, 32sampling, 143sessionization, 141tag order, 143tagging precision, 140URL parameter configuration,
141–142web log data vs. JavaScript tags, 139
data sampling, 130in pilot tests, 31for reconciliation, 143scenarios, 131–133, 132–133
data sources in competitive intelligence, 214–215
data visualization skills, 398–399days to Purchase metric
importance, 84, 153PPC analysis, 114–115, 115
de Valk, Joost, 258death & Taxes visualization
(Bachman), 398–399, 399decay, data, 134–136decay model, 364decentralized models
vs. centralized, 440–442as tool selection factor, 18
decision matrices for blogs, 265, 265
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deep device-specific information, 255degree of engagement, 57deletion rates for cookies, 129delivery rate metric, 120demand metric in Twitter, 272demographic segmentation analysis,
236–237, 236–238depth of Visit metric
direct Traffic, 119for engagement, 57, 57non-ecommerce websites, 165–166
desired outcomes in Twitter, 266destinations in competitive intelligence,
224–225, 225detailed trends, 77diagnosing conversion rates, 64–66,
64–65different time periods, comparisons for,
314–315, 314–315digsby application, 247dimensional metrics in Twitter, 271diminishing marginal returns,
424, 424direct Traffic metric
benefits, 86capturing, 117content analysis, 119current performance, 117–118, 117for days to Purchase, 115, 115–116for educating management, 118, 118importance, 116–117purchase behavior, 119segmenting, 119trends, 324, 324in visitor acquisition reports, 78
direct value of blogs, 264distributions, 331, 331diversity in behavior targeting, 300doctors Without Borders, 265donde esta Avinash cuando se le
necesita? blog, 400doubleClick tool, 236dVd covers testing, 204
Eeconomic value, quantifying, 159–162education
about direct Traffic, 118, 118about imperfect data, 421for web analytics, 394–396webinars, 399–400
ego positions, 114eisenberg, Bryan, 401email campaigns, 119–120
business outcomes, 121–122responses, 120–121website behavior, 121
email providers, cookies with, 128embarrassing management strategies,
429–432emotional filters, 57empty containers, 123, 249end-to-end PPC view, 111–112, 111–112engagement metrics
overview, 56–59, 57Twitter, 271videos, 276–277, 277
enhanced Google Analytics plug-in, 326enterprise-class web analytics, 27–28entity Association tool, 218environment changes in predictive
analytics, 306ethnio company, 176–178, 177evangelism
brand. See Brand evangelists Indexfor testing, 212
even-click credit method, 362event Tracking model
empty containers, 249overview, 123–126, 123–125social webs, 246videos, 273–274, 274
exact match types, 354–356, 356exit Rate metric
exceptions, 55overview, 53–55, 54site overlay reports for, 83
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% exits metric, 83expansion, keyword, 234, 235experience requirements for analytics
managers, 405experimentation and Testing, 6, 6–7,
195–196A/B testing, 197–198, 197actionable testing ideas,
202–204in behavior targeting, 302benefits, 8–9controlled, 205–208, 205–206culture for, 209–212expertise for, 212first tests, 81multivariate testing, 198–201pilot tests, 30–32for pressure on management,
429–430tools, 12, 12
exporting data, vendor questions about, 25
eye-tracking studies, 192
FFacebook, 166, 242failures
costs, 9key points of, 79–80quick and cheap, 425–426
fairness in pilot tests, 31faith-based initiatives
blogs, 265causes, 408, 420videos, 273
fake page views, 123fastest-rising search terms, 230–231,
230–231Feed Subscribers metric,
150–151feedback. See surveysFeedburner tool, 246Feng-GUI program, 192
filtersemotional, 57filtering robots, 139unboring, 413–414
fingerprint algorithms, 255Firebug tool, 140Fireclick tool, 218, 218first-click credit method, 362first-party cookies
overview, 127–128vs. third-party, 139–140for unique visitors, 39
Fivesecondtest company, 191Flash
data limitations, 139tracking, 3, 122, 311
Flex tracking, 122, 139flow of attention, 192fluid web concept, 311Flurry company, 253flushing cookies, 139focus
critical few metrics for, 148on outcomes, 412on what’s changed, 350–351, 351
Followers metric, 266, 271follow-up in lab usability studies, 173Fotonatura website, 158foundation metrics, 76–774Q survey, 4
description, 187for videos, 281for visitor source, 372, 372
fractional factorial multivariate testing, 200
free traffic, 79free webinars, 399–400Fresh egg, 379friendly websites for pressure on
management, 431–432Frontline series, 273–274, 273–274full factorial multivariate testing,
200–201
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functionality in pilot tests, 30funnels
keywords, 346–348, 346–347precision in, 423videos, 279, 280
Futurenow’s Marketing Optimization blog, 401
GG1 phone, 256, 256garbage in, garbage out principle in
behavior targeting, 301geographic interests, search terms for,
227–230, 228–239Gerea, Carmen, 418Goal Conversion metrics
clickstream data, 97Google Analytics, 67, 67organic traffic correlation, 109segmenting, 100, 100SeO analysis, 103Twitter, 269
goalsconfiguring, 308–309mobile customer experiences,
253–254Outcomes by All Traffic Sources
reports, 87SeO, 108–109, 108–109as test criteria, 210–211
Godin, Seth, 160, 259, 264, 400Gold, Stuart, 63golden rules for ratios, 335good enough metrics
accepting, 287, 426–427educating leadership about, 421vs. perfect, 63
good exits, tracking, 151Google Ad Planner tool, 4, 214
demographic segmentation analysis, 236–237, 237
psychographic segmentation analysis, 238, 238
search behavior, 239self-reported data, 219, 220
Google AdWords toolcampaign tracking, 309competitive intelligence, 217integration with, 26keyword expansion analysis,
234, 235paid clicks, 110
Google Analytics toolAbsolute Unique Visitors, 44blog, 401campaign tracking, 309competitive intelligence, 218, 218,
320, 320context in, 317, 317custom reports, 67, 68data sampling, 132, 133direct Traffic, 117–118, 117Goal Conversion report, 67, 67impact, 3industry benchmarks, 319, 319integration with, 26# Landing Pages for Organic Traffic
report, 105, 105mobile customer experiences,
252–254, 254Outcomes by All Traffic Sources
report, 85, 85paid clicks, 110Search Keyword report,
66, 66segmentation, 92–93, 92site overlay reports, 81, 81social webs, 246tags, 140in three-bucket strategy, 29
Google Insights tool, 150Google Trends for Websites
Also Visited reports, 223–224, 224
long-term traffic trends comparisons, 222, 222
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Google Website Optimizer, 8integration with, 26MVT testing, 199starting with, 81
googlebot, 344grabbed widgets, 126Greatest Survey Questions ever,
185–187, 186Gross Margin per Visitor metric,
148–149, 149growth
blogs, 258–260, 259web analytics careers, 386–387
guiding principles, 313–314context, 314–321, 314–320inactionable KPI measurements.
See inactionable KPI measurement techniques
KPI trend comparisons over time, 321–324, 321–324
latent conversions, 329latent visitor behavior, 327–329,
328–329long-tail strategy, 338–345, 338–339,
341–343, 345PPC analyses, 348–356, 349–356upper funnel keywords, 346–348,
346–347what’s changed reports, 324–326,
325, 327
HHawthorne effect, 175head and heart strategy, 10head count requirements, vendor
questions about, 24head data and keywords
actionable, 422–423, 422in search, 338–340, 338–339, 341
health of metrics, action dashboards for, 289
heat maps, 192–193, 193heroes, creating, 410
HiPPOs (Highest Paid Person’s Opinion), 8
hiring guidelines for analytics managers and directors, 403–406
historical data, 133, 135–136history factor in tool selection
strategy, 18hits metric limitations, 36Hitwise ISP, 214Hitwise tool
competitive intelligence, 217demographic segmentation analysis,
236, 236geographic data, 229, 229keywords performance, 226psychographic segmentation
analysis, 238Share of Search, 150top searches data, 230–231, 231
home pages, limited importance of, 72“how much” question, 6–8HTC G1 phone, 256, 256Hughes, david, 295, 400hybrid data in competitive intelligence,
220–221hypotheses in testing, 210
Iideas democracies, 196IeWatch Professional tool, 140illogical customer behavior, 425image tags, 251–253Impact on Company quadrant in action
dashboards, 290impacts
action dashboards for, 289emphasis on, 409–410site search, 99–100, 99–100
imperfect dataaccepting, 287, 426–427educating leadership about, 421vs. perfect, 63
imprecise tagging, 140
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impression virgins, 342–343, 346impressions
PPC, 112, 351–353, 352vs. traffic, 106–107, 106–107
imputed value of actions, 160inaccurate benchmarks, 425inactionable KPI measurement
techniques, 330averages, 330–332, 330–331compound and calculated metrics,
336–337percentages, 332–334, 333–334ratios, 334–335, 335
incomplete dataaccepting, 287, 426–427educating leadership about, 421vs. perfect, 63
incremental costs, vendor questions about, 23
indexed scores, 419indexing
search engines, 103–106, 104–105Twitter performance, 266
IndexTools, 3, 423indices from online survey
providers, 188industry benchmarks, 319–320,
319–320inline segmentation, 99insights
action dashboards for, 289, 293actionable, 4–5, 222connecting with data, 414importance of, 422macro, 70–73
Insights for Search toolcompetitive intelligence, 214, 218keywords performance, 226search terms, 227–229
instantly useful metrics, 61–62integrating data
by online survey providers, 189–190vendor questions about, 26
intelligent analytics evolution, 306–307
campaign/acquisition tracking, 309–310
revenue and uber-intelligence, 310rich-media tracking, 311tags, 307–308tools settings, 308–309
intent, visitor, 73, 79–80, 86, 95Interaction Time metric, 126internal conferences, 411internal site search analysis, 95–100,
95–100interpretation
dashboard data, 288video playback, 136
iPerceptions online surveys, 4customer-centric strategy, 187for offline impact predictions, 381for Voice of Customer, 430
iPhone phones, 250ISP data for competitive
intelligence, 217issues and obstacles in web analytics,
283–284accuracy vs. precision, 284–285action dashboards, 288–294, 289,
291–292behavior targeting, 298–302, 300intelligent analytics evolution, 306–
311, 307multichannel analytics,
296–298, 297nonline marketing models, 294–296,
295–296online data mining and predictive
analytics, 302–306quality, 286–287, 286
IT blockages as barrier to web measurement, 437–438, 437–438
IT factor in tool selection strategy, 19
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JJavaScript tags
mobile customer experiences, 251–253
vs. web log data, 139JimmyR site, 244Joel, Mitch, 266Juice Analytics, 326Junk Charts blog, 400
KKaiser blog, 400Kaizen Analytics blog, 400Kampyle surveys, 181, 281, 415Kaplan company, 233–234, 233Kefta behavior targeting, 299Kenshoo tool, 348key metrics
definitions reconciliation, 140–141different time period comparisons,
314–315, 314–315site average comparisons, 316–318,
316–318key performance indicators (KPIs)
actionable, 149–151description, 37guidelines, 419inactionable. See inactionable KPI
measurement techniquestrend comparisons over time,
321–324, 321–324key points of failure, 79–80Key Trends & Insights quadrant in
action dashboards, 290keys
multichannel analytics, 296–298, 297
predictive analytics, 305tags for, 310vanity URLs for, 369
Keyword discovery tool, 234
Keyword Forecast tool, 218Keyword Group detection tool, 218Keyword Positions reports, 113–114,
113–114Keyword Tool, 217keywords
Bounce Rate metric, 52in competitive intelligence, 217,
225–235, 226–235expansion analysis, 234, 235Google Analytics reports, 66, 66, 71mobile customer experiences, 255in search engine results, 106–108,
106–107site overlay reports, 83visitor acquisition reports, 80
KeywordSpy tool, 234kinds of engagement, 57Klout tool, 271, 272knowable vs. actionable in surveys,
184, 184knowledge factor in tool selection
strategy, 18Kogi BBQ, 266KPIs (key performance indicators)
actionable, 149–151description, 37guidelines, 419inactionable. See inactionable KPI
measurement techniquestrend comparisons over time,
321–324, 321–324
Llab usability studies, 170–171
areas of caution, 174–175benefits, 174best practices, 174conducting, 172data analysis, 173post-implementation, 173preparation stage, 171–172
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landing pagessegmenting, 92testing, 202Yahoo! Web Analytics, 69, 69
# Landing Pages for Organic Traffic report, 105–106, 105
large and huge businesses, Multiplicity elements in, 13
last-click credit method, 362last page, time on, 49latent conversions, 329latent visitor behavior, 327–329,
328–329layout of ads, 203Lead Submission pages testing, 202leaders
data-driven, 426–429pressure on, 429–432receptive, 420–421
leakageBounce Rate for, 54exit Rate for, 54
Length of Visit metricemail campaigns, 121non-ecommerce websites, 165, 165
lifecycle process metrics, 63–64, 63Likelihood to Recommend
metric, 159line of sight metrics, 149Link Popularity Check report, 105listening posts in behavior targeting,
301–302live chat tracking, 378–379live pilot tests, 30live recruiting, 176–178, 177LivePerson, 379living pages, 245local feedback, page-level surveys
for, 181Localytics company, 253Locations metric, 275, 275logs-based solutions, 250–251lonely metrics, 318–319, 318
long-tail strategy, 338–339, 338brand and category terms,
341–342, 342head and tail computation,
339–340, 339optimal, 344–345, 345search engine marketing,
342–344, 343long-term traffic trend comparisons,
222–223, 222–223lost clients, vendor questions about, 27lost revenue in PPC analyses,
351–353, 353Loyalty metrics. See Visitor
Loyalty metric
Mmachine-language algorithms in
behavior targeting, 300Macro Conversions, 156–160,
156–159, 436macro insights, 70–73management
as barrier to web measurement, 436data-driven, 426–429pressure on, 429–432receptive, 420–421
Map Overlay metric, 255maps
heat, 192–193, 193search terms, 227
Margin metric, 112marginal attribution analysis, 367–368marginal returns, diminishing,
424, 424Marin tools, 348market experimentation. See
experimentation and TestingMarket Motive organization, 309, 400market research, 372, 372marketers, analysts as, 427–428Marketing Productivity blog, 401Marketing Profs organization, 400
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Marketleap reports, 105Marshall, John, 61Mason, neil, 64match types in PPC analyses, 354–356,
355–356math skills for web analytics, 396–397mathematical rigor by online survey
providers, 188Maxamine tool, 13MeasureMap tool, 246Medcraft, Steve, 30, 32media
mix models, 366–367, 366rich-media tracking, 311
medium-sized businesses, Multiplicity elements in, 13
mental flexibility skills for analytics managers, 404
message amplification in Twitter, 267–268, 268
@Messages metric, 271metrics overview, 35–36
attributes, 59–62, 61changing definitions, 415–419,
416–417, 419compound and calculated,
336–337critical. See critical metricscustom reporting, 66–69, 66–69lifecycle process, 63–64, 63macro insights, 70–73perfect vs. good enough, 63strategic tactics, 64–73, 64–70
Meyers, Rachel, 414micro-blogging sites, 266Micro Conversions, 156–160,
156–159, 436micro-ecosystem reports, 69–70, 70mind-sets, 428–429Mint tool, 3missing data in predictive analytics, 305misunderstandings as barrier to web
measurement, 435
mobile customer experiences, 250data collection, 250–253reporting and analysis, 253–257,
254–256Mobilytics company, 251, 253MochiBot tool, 3moderators for lab usability studies, 171Mongoose Metrics, 379Monthly Unique Visitors metric, 39–43Mortensen, dennis, 401Most Significant Falls reports, 326Most Significant Rises reports, 326move fast, think smart philosophy, 287multichannel analytics, 368–369
offline impact of online campaigns, 376–383, 377, 380–381
online impact of offline campaigns, 369–376, 370–373, 375
overview, 296–298, 297Multiple Outcomes Analysis,
6–8, 6–7tests and measurements, 211tools, 12, 12
multiple primary purposes in predictive analytics, 304
multiple visit behaviors in predictive analytics, 305
Multiplicity conceptin data reconciliation, 436overview, 11–13, 12vendor questions about, 22–23
multipurpose ecommerce websites, 159
multitouch campaign attribution analysis, 358
alternatives, 366–368, 366challenges, 364–365issues, 359–361, 360models, 361–365, 361overview, 358–359summary, 368
multitouch conversions, 358multivariate regression models, 397
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multivariate testing (MVT)in behavior targeting, 302common techniques, 200–201overview, 198–200, 198–200pros and cons, 201
MySpace, 242
Nname-value pairs, 249nedstat tools
Absolute Unique Visitors, 44mobile customer experiences, 255in three-bucket strategy, 29
negotiating SLAs, 32–34net detractors, 430net promoters, 430net Promoters metric, 159netbooks, 239netInsight tool
cookies, 129SeO analysis, 102tags, 140in three-bucket strategy, 29
netmining company, 299network data in competitive
intelligence, 217network strength metric, 272new and Returning Visitors
metric, 130new elements, vendor questions
about, 26–27new Visitors metric, 53% new Visits metric, 77new York Times
Times Reader, 248–249, 248Visualization Lab, 398
newbies for pilot tests, 31non-ecommerce website success
measures, 162–166, 163–165non-Line Blogging blog, 400non-Paid Traffic metric, 103, 103noncampaign, nonsearch, nonlinked
traffic. See direct Traffic metric
nonline marketing models, 294–296, 295–296
nontraditional value in blogs, 264normalizing tabbed browsing, 50, 50notte, Michael, 400novo, Jim, 207, 401number completed videos watched
metric, 167number of free samples ordered
metric, 167
OObservePoint tool, 13off-site content, 151, 245–246offer codes
offline impact of online campaigns, 379–380
online impact of offline campaigns, 370–371, 371
Offermatica tool, 81office hours, holding, 411–412offline campaigns
online impact on, 369–376, 370–373, 375
online impacted by, 376–383, 377, 380–381
offline customer experiences, 248–249, 248
Omniture tool, 3behavior targeting, 299blog, 401cookies, 127–129Margin metric, 112mobile customer experiences, 252paid clicks, 110SeO, 102tags, 140in three-bucket strategy, 28–29unique visitors metric, 39webinars by, 399
on-the-fly segmentation capabilities, 188
one-night stand mentality, 346
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online activitiescard-sorting studies, 191–192data mining, 302–306education for, 395–396failure costs, 9surveys. See surveystesting, 204
online campaignsoffline impact on, 376–383, 377,
380–381offline impacted by, 369–376,
370–373, 375open-ended questions in surveys, 187Open rate metric, 120open-text customer responses, 189opportunity analysis, 227–230,
228–239opportunity costs of blogs, 263opportunity pies, 155, 155OptimalSort company, 191Optimost tool, 8, 81order of tags, 143Order Size metric, 122organic searches
controlled experiments, 205–207, 206
traffic reports, 102–103, 102–103Ortega, Fernando, 158Otamendi, Rene dechamps, 379Other bucket in visitor acquisition
reports, 78–79outbound link tracking, 151outbound marketing effort
optimization, 204outcome-based metrics, 36outcomes
email campaigns, 121–122emphasis on, 409–410focus on, 412importance, 8Multiple Outcomes Analysis, 6–8,
6–7, 12, 12, 211SeO, 108–109, 108–109Twitter, 266
Outcomes by All Traffic Sources reports, 85–87, 85
outsiders, dashboards by, 288outsourced online usability,
178–179overlap in competitive sites,
223–224, 224Overture Keyword Tool, 234ownership of data, vendor questions
about, 25
Ppacket-sniffing-based solutions, 251Page depth metric, 91page-driven data collection
mechanisms, 123page-level surveys, 180–181, 180page view costs, vendor questions
about, 23Page Views metric
benchmarks, 218data sampling, 130description, 77limitations, 36, 126mobile customer experiences,
254–255rich experiences, 122–123segmentation analysis, 239site overlay reports, 83
Page Views per Visit metric, 334pageless experiences, 123pages
data sampling, 131–132exit Rate metric, 53–55, 54
Pages/Visit metricdescription, 77direct Traffic, 118mobile customer experiences, 254
paid search. See also pay-per-click (PPC) analyses
impact on brand keywords and cannibalization, 205–207, 205–206
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site search analysis, 110–116, 111–115sponsored links, 101traffic from, 111
Paid Traffic metric, 103, 103Paine, K. d., 36PALM (People Against Lonely
Metrics), 318pan-session metrics, 130pan-session purchase behavior, 84panel data
for competitive intelligence, 216–217for unique visitors, 39
Panos company, 379–380, 380Papadakis, Theo, 57paper printouts, 170paradox of data, 2partial factorial multivariate
testing, 200path analysis in multitouch campaign
attribution, 364–365pay-per-click (PPC) analyses, 348–349
ad position, 113–114, 113–114customer behavior, 114–116, 115end-to-end view, 111–112, 111–112impression share and lost revenue,
351–353, 352–353keyword arbitrage opportunities,
349–350, 349–350long-tail strategy, 343–344ROI distribution reports,
353–354, 354site search analysis, 110–116,
111–115user search query and match types,
354–356, 355–356what’s changed focus, 350–351, 351
pay per page views in data sampling, 130
People Against Lonely Metrics (PALM), 318
people changes, data decay from, 135Percent Mobile company, 251, 253Percent of new Visits metric, 218
Percentage of selection and solution guide downloads metric, 167
Percentage of solutions by the same member Id metric, 167
Percentage of Visits that viewed the Product Folder directories metric, 167
percentages, 332, 333raw numbers, 333, 334segmenting, 333, 334statistical significance, 334
perfect metricseducating leadership about, 421vs. good enough, 63
permission-based surveys, 182, 183persistent cookies, 127phone calls, tracking, 378–379photo-publishing websites, 158, 158phrase match types, 354–356, 356pilots surveys, 190Pinch Media company, 253Piwik tool, 3pollutants, isolating, 382Pols, Aurelie, 379pop-up and pop-under surveys,
182, 182post-implementation of lab usability
studies, 173postclick marketing, 299postfacto segmentation, vendor
questions about, 25Posts per month metric, 258PPC. See pay-per-click (PPC) analysesprecision
vs. accuracy, 284–285in funnels, 423for quality, 287
preclick marketing, 299predictive analytics, 302–303
data types, 303–304missing primary keys and data
sets, 305multiple primary purposes, 304
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multiple visit behaviors, 305pace of change issues, 305–306variables, 304
presentation skills for web analytics, 398–399
prices, testing, 203–204primary keys
multichannel analytics, 296–298, 297
predictive analytics, 305tags for, 310vanity URLs for, 369
primary purposespredictive analytics, 304of visits, 154–156, 155
primary research, 382–383primitive indicators, 76–77, 76PRIZM segments and groups, 238problems, testing for, 211–212Products Sold metric, 109, 109professional services costs, vendor
questions about, 23Profitability metric, 122prospects, 71prototypes, 170–171psychographic segmentation analysis,
238–239, 238purchase behavior in direct Traffic, 119purpose of visit in surveys, 186
QQooqle site, 244qualitative data, 169–170
lab usability studies, 170–175outsourced online usability, 178–179remote research, 175–178, 177surveys. See surveysweb-enabled research, 190–193
qualitysite search, 97–99, 97–99six-step process for, 286–287, 286
Quantcast tool, 214, 219, 220questioning skills for web analytics, 397
questionssurveys, 185–187, 186tool selection strategy, 17–21for vendors, 21–27
Rrapid usability tests, 191–192ratios, 334
context for, 335, 335golden rules for, 335
Raw Author Contributions metric, 257–258, 258
raw numbers with percentages, 333, 334Reach metric
blogs, 260Twitter, 271
real time metrics, 61really simple syndication (RSS),
150–151blogs, 259–261, 260–261social webs, 246
Recency metric, 94, 328, 328importance, 150overview, 164–165, 164
reconciling data. See data reconciliationredeemable coupons, 370–371, 371,
379–380redirects, 369–370, 370referral strings in paid search, 110referrals in competitive intelligence,
224–225, 225Referring Sites reports, 78, 326Referring URLs reports, 71Referring Websites (URLs) metric, 130Registration pages, 202regression models, 397related search terms, 230–231, 230–231relevant metrics, 60, 62relevant people in Twitter, 266remote research, 175–178, 177Repeat Visitors metric, 128Replies Received Per day metric, 270Replies Sent Per day metric, 270
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reportsaction-driving, 412–415, 413configuring, 308custom, 66–69, 66–69mobile customer experiences,
253–257, 254–256Outcomes by All Traffic Sources,
85–87, 85site overlay, 81–83, 81–82as tool selection factor, 17–19visitor acquisition, 78–81, 78–80Visits to Purchase, 83–85, 84
requests, session, 38resources as barrier to web
measurement, 433–434response rate in Twitter, 268responses
email campaigns, 120–121pilot tests, 30surveys. See surveys
Results Page Views/Search metric, 97, 98
retention rate in email campaigns, 120–121
retesting lab usability studies, 173Returning Visitors metric, 94Retweetist tool, 268Retweetrank tool, 268retweets, 267–268, 268revenue
cookieless data, 130email campaigns, 122SeO, 108–109, 108–109and uber intelligence, 310
revenue per click (RPC) metric, 112rich Internet applications (RIAs), 134rich-media, tracking, 122–126, 123–
125, 139, 311ripple index for blogs, 262–263, 262risk factor in tool selection, 18RobotReplay company, 136–137robots
B2B website visits, 166filtering, 139
ROI metricblogs, 263–265, 265PPC, 112, 353–354, 354SeO, 108–109, 108–109
role models, 410root causes for trends, 290RPC (revenue per click) metric, 112RSS/Feed Subscribers metric, 150–151RSS feeds, 150–151
blogs, 259–261, 260–261social webs, 246
run time sampling, 143
Ssalary prospects in web analytics,
386–387Sales metric, 159sample bias in panel data, 216sampling, 130
in pilot tests, 31for reconciliation, 143scenarios, 131–133, 132–133
SAS (software-as-a-service) model, 201satisfaction computation, 416Save Your Itinerary feature, 116saving data, 135–136SbKT (Search-based Keyword Tool),
344–345, 345scalable listening. See surveysscale
in behavior targeting, 299video playback, 136
scale filters, 414scorecards in Klout, 271Screen Resolution metric, 254–255screen-sharing applications, 178search analysis, 95
audience segmentation, 239–240, 240competitive intelligence, 217–218,
225–235, 226–235direct Traffic, 116–119, 117–118email campaigns, 119–122keywords. See keywords
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long-tail strategy, 338–345, 338–339, 341–343, 345
pay-per-click/paid search, 110–116, 111–115, 348–356, 349–356
pilot tests, 31quality, 97–99, 97–99related terms, 230–231, 230–231rich media, 122–126, 123–125segmentation and impact, 99–100,
99–100SeO. See Search engine Optimization
(SeO) analysisupper funnel keywords, 346–348,
346–347usage, 95–96, 95–96
Search-based Keyword Tool (SbKT), 344–345, 345
Search depth metric, 98Search engine Keywords metric, 130search engine marketing (SeM),
342–344, 343Search engine Optimization (SeO)
analysis, 101–102, 101keyword performance, 106–108,
106–107organic search traffic reports,
102–103, 102–103outcomes, 108–109, 108–109search engine indexing, 103–106,
104–105Search engine Saturation report, 105search engines
Bounce Rate, 52indexing by, 103–106, 104–105in visitor acquisition
reports, 78–79% Search exits metric, 97, 97Search Funnels tool, 218% Search Query Refinements metric,
98–99, 98–99secrets in competitive intelligence,
214–215security factors in SLAs, 33
segmentation, 88–89, 88action dashboards, 291–292average data, 330–331, 330benefits, 89–90, 89–90Bounce Rate, 53competitive intelligence, 235–240,
236–238, 240for context, 315–316, 316creating and applying, 90–93, 91–92demographic, 236–237, 236–238direct Traffic, 119online survey provider
capabilities, 188percentages, 333, 334in pilot tests, 31psychographic, 238–239, 238search behavior in, 239–240, 240site average comparisons, 316–318,
316–318site search, 99–100, 99–100in trend analysis, 323–324, 323–324vendor questions about, 25videos, 278
selectivity in data collection, 286–287self-publishing platforms, 243self-reflection, 17self-reported data for competitive
intelligence, 219–220, 220selling tactics testing, 203–204SeM (search engine marketing),
342–344, 343SeMPO webinars, 399senior management buy-in as barrier to
web measurement, 436SeO (Search engine Optimization)
analysis, 101–102, 101keyword performance, 106–108,
106–107organic search traffic reports,
102–103, 102–103outcomes, 108–109, 108–109search engine indexing, 103–106,
104–105
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service-level agreements (SLAs), 32–34session cookies, 127session Ids, 38sessionization, 141Share of Search metric, 150share-of-shelf analysis, 231–232, 232share of voice concept, 351sharing websites, 158, 158Short Visits metric, 80siloed organizations as barrier to web
measurement, 434–435single-page rule for action dashboards,
293–294single-page view sessions, 48–49, 48site average comparisons, 316–318,
316–318Site Catalyst tool, 3Site Content topic, 281site-level surveys, 182–184, 182–183site overlay reports, 73, 81–83, 81–82site search analysis. See search analysisSite Usage metrics, 254SiteCatalyst tool, 3SiteSpect tool, 8, 81Six Sigma/Process excellence, 148six-step data quality process,
286–287, 286SKU mix, 203SLAs (service-level agreements), 32–34small businesses, Multiplicity elements
in, 13small sites, problems in, 424–425Smile Train, 265, 273Social engagement reports,
276–277, 277social web, 241–242
blogs, 257–265, 258–262, 265content democracy evolution,
243–246, 244–247data challenges, 242, 243education for, 395–396mobile customer experiences,
250–257, 254–256
offline customer experiences, 248–249, 248
Twitter, 247–248, 266–272, 267–272videos, 273–281, 273–278, 280
software-as-a-service (SAS) model, 201software versions, vendor questions
about, 22Song, Sidney, 400sources of traffic, 86Spaz application, 247split credit model, 363–364sponsored links, 101stability in predictive analytics, 306staff competency as barrier to web
measurement, 439standard metrics. See critical metricsStatCounter visits metric, 37, 37statistical significance of
percentages, 334statistics skills for web analytics,
396–397strategic imperative, 10, 11strategic tactics, 64–73, 64–70strategy vacuums as barrier to web
measurement, 434structured experiences, 55Subscriber retention rate in email
campaigns, 120–121Subscribers metric for blogs,
259–260, 260success measures, 145–147, 146
Average Order Value, 153–154, 154B2B websites, 166–168cart and checkout abandonment
metrics, 152–153critical few metrics, 147–149, 149days to Purchase and Visits to
Purchase, 153economic value, 159–162KPIs, 149–151lab usability studies, 173Macro and Micro conversions,
156–160, 156–159
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non-ecommerce websites, 162–166, 163–165
primary purpose of visits, 154–156, 155
support costs, vendor questions about, 24
support factors in SLAs, 33support quality in pilot tests, 31–32surveys, 179–180
mistakes, 184–185, 184–185offline impact of online campaigns,
380–381, 381online impact of offline campaigns,
372, 372online survey providers, 188–190questions, 185–187, 186types, 180–184, 180, 182–183for videos, 281
system parameters in data reconciliation, 142
systems changes, data decay from, 134
Ttabbed browsing, 49–51, 49–50tactical shift, 11–13, 12tags
campaigns, 309–310custom, 310email campaigns, 120importance, 307–308imprecise, 140mobile customer experiences, 251–253order, 143vs. web log data, 139
tail keywords, 338–340, 338–339, 341Tan, Shirley, 230Task Completion Rate metric
importance, 149Macro Conversions, 158in surveys, 186, 186
TCO (total cost of ownership)in pilot tests, 30–31vendor questions about, 23–24
Tealeaf company, 136technical areas in pilot tests, 30technical individual contributors, 388technical support websites,
158–159, 159technical team leaders, 390–391technology
as barrier to web measurement, 433, 439–440
blog costs, 263Technorati, 262–263, 26210/90 rule, 16–17, 24test box layouts, 204Test&Target tool, 3, 8testing. See experimentation
and TestingTexas Instruments website, 167Thayer, Shelby, 400third-generation tools in PPC analyses,
348–349third-party cookies
vs. first-party, 139–140overview, 127–128for unique visitors, 39
three-bucket strategy, 28–29Ticket Opened metric, 158TigTags tool, 255–256, 255Time After Search metric, 98time costs of blogs, 263time metrics, 44–51, 44–50Time on Page metric, 44–47,
45–46, 83Time on Site metric, 44–47, 45, 47
benchmarks, 218direct Traffic, 118in engagement, 58mobile customer experiences, 254Twitter, 269
time requirements for pilot tests, 31Time to the Page metric, 83timely metrics, 60–62Times Reader, 248–249, 248tool/consultant hype, 209–210tool pilots, 29–32
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tool selection strategy10/90 rule, 16–17critical questions, 17–21important, 16vendor comparisons, 28–34vendor questions, 21–27
toolbars, 215tools
B2B website visits, 168as barrier to web measurement, 433,
439–440configuring, 308–309limiting, 423–424
Top 10 Referrers metric, 135Top entry Pages metric
importance, 72report, 52, 52testing, 202in visitor acquisition reports, 80
Top Landing Pages reports, 52, 197top referrers, Bounce Rate for, 52top viewed pages, 73Top Visited Pages metric, 130total cost of ownership (TCO)
in pilot tests, 30–31vendor questions about, 23–24
Total Visits metric, 38touches, 358tracking
email campaigns, 120mobile applications, 253
tracking cookies, 126–127choice and data storage, 128–129deletion rates, 129first-party and third-party, 127–128,
139–140mobile customer experiences, 255as online survey provider
requirement, 189transient and persistent, 127for unique visitors, 38–39working without, 129–130
tracking parameters, 142
traffic analysiscompetitive intelligence, 221–225,
222–225online impact of offline campaigns,
372–374, 373organic search, 102–103, 102–103paid search, 111
transforming company culture, 408–412
transient cookies, 127Trending Upward blog, 400trends
action dashboards for, 289–290comparing over time, 321–324,
321–324root causes for, 290
Trends for Websites toolAlso Visited reports, 223–224, 224hybrid data, 221long-term comparisons, 222–223,
222–223tribal knowledge
for context, 320–321in tool selection strategy, 18in trend analysis, 322–323, 322
Trinity strategy, 4trust as barrier to web
measurement, 439TubeMogul tool, 273Turner, Stephen, 61Tweet Citations metric, 262, 262Tweetdeck application, 247Tweetmeme tool, 262–263Twitter, 242, 246, 247, 266
Click-Through Rate, 268–269, 269Conversation Rate, 270, 271Conversion Rate, 269–270, 270growth, 266, 267measuring, 247–248, 248message amplification, 267–268, 268metrics, 271–272, 272
Twittercounter tool, 266, 267TwitterFriends tool, 270, 271
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Uuber-intelligence, 310UCd (user-centric design)
methodologies, 170, 173UGC (user-generated content), 243unboring filters, 413–414uncomplex metrics, 60, 62Unica tool, 246unique browsers, tracking, 128unique value propositions (UVPs), 415Unique Visitors metric
blogs, 259–260, 259in Conversion Rate, 55–56cookies for, 126–128data sampling, 132mobile customer experiences, 255overview, 38–39, 39saving, 135videos, 275, 275working with, 39–44, 39–43
universal searches, 106, 277unquantifiable value for blogs, 265, 265up-front testing decisions, 210–211Updates metric, 271upper funnel keywords, 346–348,
346–347Urchin, 129URL Builder tool, 110URLs
parameter configuration, 141–142vanity, 369–370, 370
usability in pilot tests, 30usability labs, 171Usability Sciences surveys, 381usability tests, 191–192user-centric design (UCd)
methodologies, 170, 173user cookies, 127user-generated content (UGC), 243user research
lab usability studies, 170–175outsourced, 178–179remote, 175–178, 177
surveys. See surveysweb-enabled options, 190–193
user search queries in PPC analyses, 354–356, 355–356
UserTesting.com company, 178UserVoice surveys, 181UserZoom company, 191UVPs (unique value propositions), 415
V% of Valuable exits metric, 151vanity URLs, 369–370, 370variables in predictive analytics, 304Velocity metric, 271vendors
comparing, 28–34competitor benchmarks from,
218–219, 218enterprise-class, 27–28online survey providers, 188–190questions for, 21–27
Vera, Gemma Munoz, 400video playback of customer experience,
136–138videos
advanced analysis, 278–279contextual influence, 279–280, 280customer behavior measures, 281data collection, 273–274,
273–274data limitations, 122–126,
123–125, 139metrics and analysis, 274–278,
275–278segmentation, 278Social engagement report,
276–277, 277viralness, 277, 277Voice of Customer data, 281
Views metric for videos, 275, 275Viral distribution and detail report,
277, 277viralness, 126, 277, 277
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virtuous data quality cycle, 286–287, 286
Visible Measures tool, 273Visitor Loyalty metric, 94
direct Traffic, 119importance, 150latent visitor behavior, 328, 329overview, 162–164, 163
Visitor Recency metric, 94importance, 150latent visitor behavior, 328, 329overview, 164–165, 164
visitorsacquisition reports, 78–81, 78–80in predictive analytics, 305tracking cookies, 126–130
Visitors metricmacro insights, 71–73saving, 135
Visits metricbenchmarks, 218blogs, 259–260, 259in Conversion Rate, 55–56mobile customer experiences, 252move to, 36overview, 37–38segmentation, 91Twitter, 269Unique Visitors, 38–39, 39working with, 39–44, 39–43
Visits to Purchase metriccookieless data, 130importance, 153reports, 83–85, 84, 359, 360
visual heat maps, 192–193, 193visual impressions, 351–353, 352Visual Revenue blog, 401Visualization Lab, 398Voice of Customer (VOC), 6, 6–7, 9
for pressure on management, 430questions in surveys, 187tools, 12, 12videos, 276, 281
WWAA webinars, 399WASP tool, 140Web Analytics 2.0 overview, 4–6, 5–7
bonus analytics, 13–14Clickstream, 7Competitive Intelligence, 9–10experimentation and Testing, 8–9Multiple Outcomes Analysis, 7–8strategic imperative, 10–11tactical shift, 11–13, 12Voice of Customer, 9
Web Analytics Career Introspection Guide, 387
Web Analytics in China blog, 400Web Analytics Inside blog, 400Web Analytics Vendors & Challenges
video, 29Web Bug tool, 140Web developer Toolkit tool, 140web-enabled emerging user research
options, 190–193Web Link Validator tool, 140web log data vs. JavaScript tags, 139webinars, 399–400Webmaster Tools
Crawl Stats report, 104, 104keywords report, 106, 106SeO, 101
website behavior in email campaigns, 121
website changes, data decay from, 134–135
WebSort company, 191Webtrends tool, 3
cookies, 128Margin metric, 112reports, 7–8SeO, 102tags, 140in three-bucket strategy, 28–29unique visitors metric, 39
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Weekly Trends metric, 135Weekly Unique Visitors metric, 39–43weighted means, 418–419, 419“what question”, 6“what else” question, 6, 9–10What’s Changed reports, 61, 61
overview, 324–326, 325, 327PPC analyses, 350–351, 351
“What’s your point?” filters, 412“why” question, 6, 8–9widgets, 122, 126wireframes prototypes, 170–171WordPress metrics, 258Wordtracker tool
competitive intelligence, 214keyword expansion analysis, 234
XxiTi, 3
Absolute Unique Visitors, 44Bounce Rate, 51, 51cookies, 129direct Traffic, 117, 117
Most Significant Falls reports and Most Significant Rises reports, 326
in three-bucket strategy, 29
YYahoo! for audience identification, 236Yahoo! Site explorer, 104, 104Yahoo! Web Analytics
cookies, 129description, 2Landing Pages report, 69, 69release, 3segmentation, 91, 91, 93in three-bucket strategy, 29Top entry Pages report, 52, 52unique visitors metric, 39
Yellow Pages websites, 53YouTube, 242, 274–275
ZZappos company, 207
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