Web Metrics : Proven Methods for Measuring Web Site Success
Jim. Sterne
Bok Engelsk 2003 · Electronic books.
| Utgitt | Hoboken : : Wiley, , 2003.
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| Omfang | 1 online resource (450 p.)
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| Opplysninger | Description based upon print version of record.. - Web Metrics: Proven Methods for Measuring Web Site Success; Contents; Acknowledgments; About the Author; Chapter 1: The Web Is Great: Get Over It, Get On with It; The Thrill Is Gone; What Are You Measuring?; It Is Time for an Accounting; What Kind of a Book Is This?; The Catalyst: Why Another Book?; Who Is This Book For?; The Web Metrics Continuum; What Do You Measure?; Where Do You Start?; How This Book Is Organized; Chapter 2: Measuring Measurement; Income and Expense: The Usual Suspects; A Wealth of Measurement Methods; Method to the Madness; Design Your Web Site with Measurement In Mind. - Chapter 13: Measuring the Value of Online Customer Service. - Chapter 7: How Good Are You at Buying Noise?Web Site Advertising; Email Promotions; Valuing Visitors; In Practice; Chapter 8: Measuring Web Site Performance: The Need for Speed; Latency and Throughput; Availability; Web Site Performance; Death by Success; Speed Matters; Chapter 9: Calculating the Caliber of Content; Multiple Content: Multiple Costs; Computing Content Value; Let Content Interaction Be Your Guide; The Investor Relations Perspective on Content; Chapter 10: Well-Marked Trails: Measuring Web Site Navigation; First Impressions; Computing the Best Path; Usability Studies. - Deciphering SearchesIn the End, Everything Is a Compromise; Different Strokes for Different Folks; Chapter 11: Calculating Conversion; Qualification Process; Navigation and Search Impact Conversion; Duration; Depth; Doing the Math; Recency and Frequency; Abandonment; Conversion; Cost per Revenue; Sales Rep Sales; Channel Metrics; The Customer Buy-Cycle: A View from the Other Side; Chapter 12: Maximizing Customer Information: The Personalization Continuum; ROI Redux; Segmentation; Customization; Personalization; Retention/Attrition; Loyalty; Lifetime Value; CRM. - What, Exactly, Do You Want to Know?Summary; Chapter 3: Raising the Flag, Convincing the Boss; Aligning Web Goals with Corporate Goals; Setting Specific Goals; WhatÌs the ROI of Measuring ROI?; Appeal to Their Wallets: Centralization; Nonfinancial Value; The View from On High; The Balanced Scorecard Approach; Lead by Example; Follow the Leaders; Chapter 4: Web Measurement Standards; The Need for Standards; The Broadest of Standards; Benchmarking; Competitive Analysis; The Nitty Gritty; A Call to Arms; Chapter 5: Sawing Logs; The Gartner Levels of Ambition. - Your Server Log: Up Close And PersonalNumber Crunching: It Takes a Lot of Horsepower; Number Crumbling: Easy as Falling Off a Log File; Where Did They Come From?; What Were They Looking For?; Did They Stick Around?; Know the Code; Error Analysis: Fault Intolerance; What to Look for in a Log Sawing Tool; What to Look Out for in a Tool; What You Can Learn from Log Analysis: The Basics; Record Only What You Need; How to Get the Best Site Traffic Numbers; Chapter 6: How Good Are You at Making Noise?; Tending Your Brand; Reputation Management; Visibility. - There now exists a wealth of tools and techniques that can determine if and how a Web site is providing business value to its owners. This book is a survey of those metrics and is as important to IT executives as it is to marketing professionals.Jim Sterne is recognized worldwide as a leading Internet business expert and is the author of several Wiley books, including WWW Marketing, Third Edition (0-471-41621-5)Explains the criteria for building a successful site, surveying the tools, services, techniques, and standards for Web measurement, and fully integrating those metrics with
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| ISBN | 0471220728
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