Table of Contents

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