Web Analytics Demystified

As the world of marketing goes digital, companies must integrate web analytics into their process to see evaluate how marketing campaigns perform and to improve website conversion. Adobe SiteCatalyst, the principal component of the Adobe Digital Marketing Suite (formerly Omniture), is the most advanced web analytics tool available on the market. The Adobe SiteCatalyst Handbook is your key to understanding how to use this powerful web analytics tool. Recognized SiteCatalyst expert Adam Greco walks you through the building blocks of the program and shows you real-world examples to help further your understanding of the product. For end-users of SiteCatalyst, the book provides how-to instructions for all major SiteCatalyst features. You will also learn how to apply SiteCatalyst to common web analytics challenges ranging from campaign tracking to shopping cart analysis to visitor engagement. It also includes useful tips on using on Adobe ReportBuilder and advanced features that will benefit seasoned SiteCatalyst users. In the end, you’ll be able to answer business questions that you never thought you could address and generate web analyses that should improve your website’s return on investment. You’ll learn how to: * Create web analytics reports and data exports * Design sophisticated web analytics dashboards * Effectively track online marketing campaigns * Analyze website shopping cart performance * Connect online and post-website data * Master website segmentation techniques * Use basic and advanced pathing analysis * Understand the inner workings of Adobe SiteCatalyst

Knowing everything you can about each click to your Web site can help you make strategic decisions regarding your business. This book is about the why, not just the how, of web analytics and the rules for developing a "culture of analysis" inside your organization. Why you should collect various types of data. Why you need a strategy. Why it must remain flexible. Why your data must generate meaningful action. The authors answer these critical questions—and many more—using their decade of experience in Web analytics.

Practical Web Analytics for User Experience teaches you how to use web analytics to help answer the complicated questions facing UX professionals. Within this book, you'll find a quantitative approach for measuring a website's effectiveness and the methods for posing and answering specific questions about how users navigate a website. The book is organized according to the concerns UX practitioners face. Chapters are devoted to traffic, clickpath, and content use analysis, measuring the effectiveness of design changes, including A/B testing, building user profiles based on search habits, supporting usability test findings with reporting, and more. This is the must-have resource you need to start capitalizing on web analytics and analyze websites effectively. Discover concrete information on how web analytics data support user research and user-centered design Learn how to frame questions in a way that lets you navigate through massive amounts of data to get the answer you need Learn how to gather information for personas, verify behavior found in usability testing, support heuristic evaluation with data, analyze keyword data, and understand how to communicate these findings with business stakeholders

Learn Google Analytics Step-by-Step in Plain English The 4th Edition of Google Analytics Demystified covers Google Analytics'' current features, paying special attention to new metrics, support such as Intelligence Questions, and the new Global Site Tag tracking code. The book discusses the characteristics of the new code as well as the code''s impact on page and link tracking, Ecommerce reporting, and event creation and transmission to Google Analytics. Additionally, new scripts have been provided to allow scroll depth, video play and form completion monitoring when the new tracking code is used.Google Analytics is a free platform that you can use to significantly improve the performance of your digital properties. Unfortunately, many are deterred from using the data provided by Analytics because they fear that it is too complicated, too technical, and too time consuming. Google Analytics Demystified eliminates all of these potential barriers.The 4th Edition of Google Analytics Demystified covers Google Analytics'' current features, paying special attention to those that have been added or updated in the past year. All of these features are explained in easy-to-follow, non-jargon discussions with particular emphasis on interpretation and strategic application. The book helps you better understand how to use and apply Google Analytics data so that you can immediately improve the success of your own digital property.Google Analytics Demystified is real-world in orientation. It presents practical examples and is written for those who want to improve the performance of their digital properties without being sidetracked on technical detours. As a result, the book helps you better understand how to use Google Analytics to make better informed and therefore more successful decisions.The sequenced instructional approach will help you answer questions such as: How do visitors find my site and what do they do when they arrive? What are the most common entrance pages? What are the most common exit pages? What content do my visitors find most interesting and motivating? How much of my content is actually being consumed? What do visitors do after they read my content? How easily can site visitors find what they are looking for? Is my site content aligned with the search terms my visitors use? What can I do to improve visitors'' experiences and facilitate site interactions? How effective are my campaigns and how can I make them more effective? How are my site transactions influenced by visitor characteristics and other aspects of site engagement? How do I create and evaluate site goals? How can I conduct tests to optimize my site''s layout, content, organization, and navigation? How can I identify and examine the characteristics and behaviors of key subgroups of site visitors? How can I monitor and evaluate important site interactions, such as downloads, video viewing, and page scrolling? How can I ensure the integrity of my data by eliminating referral and ghost spam? What can I learn from an examination of individual visitors and their behaviors? What is the Lifetime Value (LTV) of my customers acquired through email, social media, and paid search? How do I calculate certain metrics not provided by Google Analytics, such as Revenue per User or Searches per User? How do I create a custom report that is tailored to my exact information needs and business goals; and how do I share this report with colleagues and clients?

Any organization that has a searchable web site or intranet is sitting on top of hugely valuable and usually under-exploited data: logs that capture what users are searching for, how often each query was searched, and how many results each query retrieved. Search queries are gold: they are real data that show us exactly what users are searching for in their own words. This book shows you how to use search analytics to carry on a conversation with your customers: listen to and understand their needs, and improve your content, navigation and search performance to meet those needs.

The Secret to Capitalizing on Analytics' purpose is to help start-ups, students, beginners and entrepreneurs understand how to use data to optimize and improve their business and marketing strategy. All businesses today, no matter what their size, need to know how their website is performing. Without analytics, there is no way for a company to know how their website is performing in terms of attracting, informing and converting visitors.In this book, you will learn how to get started with Google Analytics and how to set it up for optimal tracking. You will also learn to assess which marketing campaigns bring the best traffic to your website, which pages on your website are the most popular and how to extract information about your visitors. Information such as location, interests, age, behaviours and more so you can better understand your web traffic and capitalize on your marketing. You will also learn how to capitalize on the different trends and tools that are available.

The Bridge to Your L&D Measurement and Reporting Strategy Building measurement skills is critical for talent development professionals who seek to align their L&D programs to business outcomes for organizational success. Designed to improve your measurement capability and advance the measurement maturity of your organization, the Measurement Demystified Field Guide presents a refresher on the talent development reporting principles framework and measurement strategy. While the Field Guide serves as a standalone volume, it is also a companion to the authors’ first book, Measurement Demystified. In an easy-to-use workbook style, the Field Guide provides nearly 100 skill-building exercises of varying types to help you uncover what measurement work your organization is doing; assess organizational maturity and gaps; understand how to apply specific concepts; and determine what’s right for your organization moving forward. It also offers interview questions to better understand users’ wants and needs; case study exercises to test your knowledge gaps; and reflection questions that focus on your deepening knowledge and skill. You can write your answers in the book or use the resource on ATD’s website. Achieving measurement maturity is a change effort requiring commitment and discipline. Understanding your current capabilities and gaps is an essential first step followed by determining where your organization wants to go in this area. Once both are achieved, you will be able to develop your desired measurement and reporting strategy—the bridge between where you are today and where you aspire to be. The Measurement Demystified Field Guide is that bridge.

Written by an in-the-trenches practitioner, this step-by-step guide shows you how to implement a successful Web analytics strategy. Web analytics expert Avinash Kaushik, in his thought-provoking style, debunks leading myths and leads you on a path to gaining actionable insights from your analytics efforts. Discover how to move beyond clickstream analysis, why qualitative data should be your focus, and more insights and techniques that will help you develop a customer-centric mindset without sacrificing your company’s bottom line. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Break through the hype and learn how to extract actionable intelligence from the flood of IoT data About This Book Make better business decisions and acquire greater control of your IoT infrastructure Learn techniques to solve unique problems associated with IoT and examine and analyze data from your IoT devices Uncover the business potential generated by data from IoT devices and bring down business costs Who This Book Is For This book targets developers, IoT professionals, and those in the field of data science who are trying to solve business problems through IoT devices and would like to analyze IoT data. IoT enthusiasts, managers, and entrepreneurs who would like to make the most of IoT will find this equally useful. A prior knowledge of IoT would be helpful but is not necessary. Some prior programming experience would be useful What You Will Learn Overcome the challenges IoT data brings to analytics Understand the variety of transmission protocols for IoT along with their strengths and weaknesses Learn how data flows from the IoT device to the final data set Develop techniques to wring value from IoT data Apply geospatial analytics to IoT data Use machine learning as a predictive method on IoT data Implement best strategies to get the most from IoT analytics Master the economics of IoT analytics in order to optimize business value In Detail We start with the perplexing task of extracting value from huge amounts of barely intelligible data. The data takes a convoluted route just to be on the servers for analysis, but insights can emerge through visualization and statistical modeling techniques. You will learn to extract value from IoT big data using multiple analytic techniques. Next we review how IoT devices generate data and how the information travels over networks. You'll get to know strategies to collect and store the data to optimize the potential for analytics, and strategies to handle data quality concerns. Cloud resources are a great match for IoT analytics, so Amazon Web Services, Microsoft Azure, and PTC ThingWorx are reviewed in detail next. Geospatial analytics is then introduced as a way to leverage location information. Combining IoT data with environmental data is also discussed as a way to enhance predictive capability. We'll also review the economics of IoT analytics and you'll discover ways to optimize business value. By the end of the book, you'll know how to handle scale for both data storage and analytics, how Apache Spark can be leveraged to handle scalability, and how R and Python can be used for analytic modeling. Style and approach This book follows a step-by-step, practical approach to combine the power of analytics and IoT and help you get results quickly