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Yahoo! Web Analytics: Tracking, Reporting, and Analyzing for Data-driven Insights [Mīkstie vāki]

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  • Formāts: Paperback / softback, 408 pages, height x width x depth: 233x190x23 mm, weight: 656 g, Illustrations
  • Izdošanas datums: 08-May-2009
  • Izdevniecība: John Wiley & Sons Ltd
  • ISBN-10: 0470424249
  • ISBN-13: 9780470424247
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  • Cena: 44,74 €*
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Yahoo! Web Analytics: Tracking, Reporting, and Analyzing for Data-driven InsightsPalielināt
  • Formāts: Paperback / softback, 408 pages, height x width x depth: 233x190x23 mm, weight: 656 g, Illustrations
  • Izdošanas datums: 08-May-2009
  • Izdevniecība: John Wiley & Sons Ltd
  • ISBN-10: 0470424249
  • ISBN-13: 9780470424247
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780470424247.html
Keywords:
In a book that includes a thirty-two-page color insert and shows readers how to use Yahoo!'s free Web-site analytics tool, the author offers step-by-step instructions on customizing tracking codes, evaluating enterprise and pay-per-click campaigns, tracking custom fields and internal search, effectively using data-visualization tools, and more. Original.

Yahoo! Web Analytics teaches readers how to collect data, report on that data, and derive useful insights using Yahoo!’s free Web analytics tool . This detailed resource from Yahoo!’s Director of Data Insights discusses the why of Web analytics as well as the how while revealing secrets and tricks not documented elsewhere. The thorough book also offers step-by-step instructions and advanced techniques on everything from using data collection groupings to creating compelling data visualizations. It’s a must-read for all analytics professionals and those who want to be.
Foreword xix
Introduction xxi
Part I Advanced Web Analytics Installation
1(132)
Getting Started
3(22)
Competing on Analytics
4(2)
Preinstallation Steps
6(4)
Basic Installation
10(4)
Data Collection Grouping
14(4)
Adding and Managing Projects
18(2)
Tracking Script Customization
20(5)
Content and Advance Conversion Tracking
25(32)
Document Names
26(2)
Document Groups
28(1)
Track Downloads
28(2)
Tracking Exit Links
30(1)
Tracking Registered Members
31(3)
Tracking Conversion Actions
34(11)
Tracking Multiple Sales Actions During the Same Visit
38(1)
Tracking Multiple Occurrences of the Same Action on a Web Page
38(3)
Tracking Multiple Actions on the Same Web Page
41(1)
Tracking On-click Actions
42(2)
Visitor Conversion Count Methodology
44(1)
Track Revenue
45(8)
Tracking Revenue in Multiple Currencies
46(2)
Track Order ID
48(1)
Revenue Encryption
49(4)
Creating Scenarios for Funnel Analysis
53(4)
Enterprise Campaign Tracking
57(26)
Types of Campaigns
58(4)
Paid Search Setup
62(1)
Creating and Managing Campaign Categories
63(4)
Identifying Campaigns
67(1)
Setting Up New Campaigns
68(6)
Single Campaign Management
72(1)
Bulk Campaign Management
72(2)
Setting Up a Fallback Campaign
74(1)
Example Paid Search Deployment
75(4)
Yahoo! Paid Search
76(1)
Google Paid Search
77(1)
Microsoft Paid Search
77(1)
Paid Search Verification Opportunities
78(1)
Internal Campaigns
79(4)
Merchandising Tracking and Reporting
83(26)
Merchandising Basics
84(2)
Setting Up Merchandising Tracking
86(4)
Tracking SKU Information
86(1)
Tracking Units and Amounts
87(2)
Working with Multiple Currencies
89(1)
Tracking Products Viewed
90(2)
Tracking Products Added to the Cart
92(1)
Track Pending Sales and Reconciling Orders
93(3)
Tracking Products Purchased
96(3)
Tracking Discount, Tax, and Shipping
99(2)
Setting Up Merchandising Categories
101(4)
Merchandising Setup Tips
105(4)
Avoiding Duplicate Order IDs Captured in Different Visits
105(1)
Tracking Sales Across Secure and Nonsecure Domains
106(3)
Advanced Instrumentation
109(24)
Tracking Custom Fields
110(4)
Tracking Internal Searches
114(2)
Instrumentation for Flash-Based Objects
116(5)
Instrumentation for Ajax-Based Objects
121(7)
Tracking Page Views vs. Actions Alone
125(2)
Artificially Triggering Campaigns
127(1)
Setting Up External Data Sources
128(3)
Validating Your Code
131(2)
Part II Utilizing an Enterprise Web Analytics Platform
133(146)
Working with Report Results
135(30)
What to Expect form a Report
136(1)
A Traditional Reporting Interface
137(4)
Using Calenders for Time Period Reporting
141(6)
Reporting on Unique Visitors over Specific Time Periods
142(2)
Time Comparative Reporting
144(3)
Using Cross-Reference Filters
147(10)
Choosing Scope of Filter
152(1)
Using the Right Traffic Attribution Filters
153(2)
Applying Regular Expression Filters
155(1)
Adding and Using Metric Filters
155(2)
Using Drill-downs and Drill-throughs
157(1)
Sorting Report Results
158(2)
Color-Coding Data
160(2)
Applying Report Notes and Reasoning
162(1)
Exporting Data
163(2)
Customizing Report Results
165(30)
Using Metric Alerts
166(4)
What to Monitor with an Alert
166(2)
Alert Timing and Triggers
168(2)
Event Management
170(5)
Using Scheduled Reports
175(4)
Building Custom Reports
179(6)
Bookmarking Reports
185(3)
Using Segments in Reporting
188(5)
Creating and Configuring Segments
190(1)
Segmenting Loyal Customer Data
190(2)
Additional Tips on Setting Up Data Segments
192(1)
User Rights and Role Administration
193(2)
Using Basic Reports as Templates for Customization
195(28)
Visit Reports
196(7)
Demographics Reports
203(4)
Content Reports
207(4)
Navigation Reports
211(4)
Search Engines and Referrers Reports
215(2)
Conversion Reports
217(2)
System Reports
219(4)
Using Dashboards
223(26)
Defining a Dashboard
224(3)
Adding a New Dashboard
227(2)
Adding New Dashboard Items
229(3)
Understanding Dashboard Items
232(17)
Tabular Data
233(2)
Pie Charts
235(1)
Bar and Row Charts
236(2)
Key Performance Indicators (KPIs)
238(2)
Gauge
240(2)
Goal Charts
242(1)
Trend Charts
243(2)
Notes
245(4)
Distinctive Reports and Usage
249(30)
Understanding Path Analysis
250(7)
Standalone Path Analysis Reports
250(4)
Path Analysis Drill-Down Examples
254(3)
Using Scenarios for Funnel Analysis
257(6)
Setting Up a Predefined Scenario
258(2)
Setting Up an Ad Hoc Scenario
260(3)
Merchandising Reports
263(5)
Merchandising Summary Report
263(2)
Cross-Sell Analysis Report
265(1)
A Sample Custom Merchandising Report
266(2)
Using Campaign Reports
268(4)
Using Internal Search Reports
272(7)
Part III Actionable Insights
279(70)
Paid Search Analysis and Optimization
281(22)
Defining Paid Search Objectives
282(1)
Tips for Clarifying Your Objectives
282(1)
Paid Search as a Cross-Channel Optimization Tool
283(1)
Getting Started with Paid Search Analysis
283(5)
Organizing Ad Groups
286(1)
Matching Options
287(1)
Search Engine Content Networks
287(1)
Comparing Search Engine Data to Your Website Data
288(1)
Detailed Paid Search Reporting
288(4)
Optimizing Paid Search for an E-commerce Site
292(4)
Optimizing Paid Search for an Content Site
296(4)
Balancing Paid Search with Organic Search
300(3)
From Analysis and Optimization
303(22)
Form Analysis and Form Actions
304(8)
Using Funnels in Form Optimization
306(2)
Prequalifying Traffic Sent to the Funnel
308(4)
Form Abandonment
312(3)
Form Page Optimization
315(4)
Form Submit Optimization
319(6)
Content Optimzation and Competitive Analysis
325(24)
Using the Long Tail for Keyword Optimization
326(4)
Using the Long Tail for Content Optimization
330(5)
Determining Your Internal Search Query Box
335(5)
Optimizing Content for Search- and Navigation-Dominant Visitors
340(1)
Using Competitive Intelligence
341(8)
Competitive Intelligence Tools
342(3)
Comparing Metrics Appropriately
345(1)
Finding Your Competitors in Upstream and Downstream Visits
346(1)
Comparing Traffic from Search Engines
346(1)
Who Owns Which Part of the Funnel?
347(2)
Appendix Yahoo! Web Analytics Web Services API 349(18)
Index 367