Índice: Chap. 1: The bold new world of web analytics 2.0; Chap. 2: The optional strategy for choosing your web analytics soul mate; Chap. 3: The awesome world of clickstream analysis: metrics; Chap. 4: The awesome world of clickstream analysis: practical solutions; Chap. 5: The key to glory: measuring success; Chap. 6: Solving the “why” puzzle: leveraging qualitative data; Chap. 7: Failing faster: unleashing the power of testing and experimentation; Chap. 8; Competitive intelligence analysis; Chap. 9: Emerging analytics: social, mobile, and video; Chap. 10: Optimal solutions for hidden web analytics traps; Chap. 11: Guiding principles for becoming an analysis ninja; Chap. 12: Advanced principles for becoming an analysis ninja; Chap. 13: The web analytics career; Chap. 14: HiPPOs, ninjas, and the masses: creating a data-driven culture.

Resumo: The Web, online marketing, and advertising have been revolutionized in the last few years, yet the approach to using data has remained largely the same as a decade ago. Avinash Kaushik presents the next-generation framework of web analytics in this exciting book that will dramatically enhance the ability of your organization to think smart and move fast. In this book, Avinash lays out specific strategies and execution models to evolve from simply leveraging clickstream tools to incorporating the insightful elixir of qualitative data, experimentation and testing, and competitive intelligence tools.