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Performance marketing with Google Analytics : strategies and techniques for maximizing online ROI / Sabastian Tonkin, Caleb Whitmore, Justin Cutroni
Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Publisher: Hoboken, N.J : Wiley Pub., Inc, c2010Copyright date: ©2010Edition: Online-AusgDescription: Online-Ressource (1 online resource (xxiii, 427 p.)) : ill., mapsISBN:- 9781282688766
- 1282688766
- 9780470769942
- Web usage mining
- Internet marketing
- Internet searching
- Internet users
- Internet searching -- Statistical services
- Web usage mining -- Computer programs
- Internet users -- Statistics -- Data processing
- Electronic books
- Google Analytics
- Internet searching ; Statistical services
- Internet users ; Statistics ; Data processing
- Web usage mining ; Computer programs
- Google Analytics
- Internet marketing
- Web usage mining
- 658.87202854678
- 658.8/7202854678 22
- 006.7
- 658.87202854
- TK5105.885.G66
Contents:
Summary: An unparalleled author trio shares valuable advice for using Google Analytics to achieve your business goals Google Analytics is a free tool used by millions of Web site owners across the globe to track how visitors interact with their Web sites, where they arrive from, and which visitors drive the most revenue and sales leads. This book offers clear explanations of practical applications drawn from the real world. The author trio of Google Analytics veterans starts with a broad explanation of performance marketing and gets progressively more specific, closing with step-by-step analysis and applications. Features in-depth examples and case studies on how to increase revenue from search advertising, optimize an existing website, prioritize channels and campaigns, access brand health and more Discusses how to communicate with a webmaster or developer to assist with installation Addresses Google's conversion-oriented tools, including AdWords and AdSense, Google trends, Webmaster tools, search-based keyword tools, and more Touches on brand tracking studies, usability research, competitive analysis, and statistical tools Throughout the book, the main emphasis is demonstrating how you can best use Google Analytics to achieve your business objectives. Foreword by Avinash Kaushik Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.Summary: Intro -- Title Page -- Copyright Page -- Contents -- Introduction -- Why You Should Read This Book -- What's in This Book -- How to Use This Book -- Part I: Competing for Customers on the Web -- Chapter 1: Swimming in the Digital Sea -- Understanding the Impact of Data Democracy -- Recognizing Customer Empowerment and Why It Matters -- Reality 1: Users lead, businesses follow -- Reality 2: The almighty algorithm decides -- Reality 3: No product is safe from comparison shopping -- Reality 4: Web surfers listen to one another first and marketers second -- Reality 5: Online competitors spring up at a moment's notice -- Building an Online Strategy Based on Evidence instead of Hype -- Seven Basic Principles of Effective Online Marketing -- Principle 1: Be real about putting customers first -- Principle 2: Know your desired outcomes -- Principle 3: Keep it simple -- Principle 4: Embrace change -- Principle 5: Treat data as a strategic asset -- Principle 6: Use the right tool for the right job -- Principle 7: Expect and accept accountability -- Chapter 2: Data-Driven Marketing Basics -- Making Online Marketing Measurable and Goal-Driven -- Your Web presence as a living, breathing system -- Planning your online strategy by channel -- Marketing for conversions -- Tools for Understanding Visitors and Performance -- Understanding the "what" with Google Analytics -- Understanding the "why" with voice-of-the-customer research -- Seeing the big picture with competitive and market analysis -- Tying it all together -- Chapter 3: Putting Google Analytics to Work in Your Organization -- Leading the Charge for Analytics -- Assembling a Google Analytics Dream Team -- Four essential skill sets for a successful team -- Tips for building your team -- GETUP and Go: Defining Your Measurement Strategy -- 25 tips for putting data to work -- Seeing GETUP in action.PPN: PPN: 808946838Package identifier: Produktsigel: ZDB-26-MYL | ZDB-38-EBR | ZDB-30-PAD | ZDB-30-PBE | ZDB-30-PQE
Performance Marketing with Google Analytics™: Strategies and Techniques for Maximizing Online ROI; Credits; About the Authors; Acknowledgments; Contents; Foreword; Introduction; Why You Should Read This Book; What's in This Book; How to Use This Book; Part I: Competing for Customers on the Web; Chapter 1: Swimming in the Digital Sea; Understanding the Impact of Data Democracy; Recognizing Customer Empowerment and Why It Matters; Building an Online Strategy Based on Evidence instead of Hype; Seven Basic Principles of Effective Online Marketing; Chapter 2: Data-Driven Marketing Basics
Making Online Marketing Measurable and Goal-DrivenTools for Understanding Visitors and Performance; Chapter 3: Putting Google Analytics to Work in Your Organization; Leading the Charge for Analytics; Assembling a Google Analytics Dream Team; GETUP and Go: Defining Your Measurement Strategy; Part II: Google Analytics Essentials; Chapter 4: Understanding How Google Analytics Works; How Data Is Collected; How Data Is Processed; Accounts and Profiles: Data Organization; Generating Reports; Chapter 5: Installing and Administering Google Analytics; Planning an Implementation
Creating a Google Analytics AccountAdding the Tracking Code; Configuration Steps; Maintaining Your Implementations; Chapter 6: Basic Analysis Features and Concepts; Nine Tips for Becoming an All-Star Analyst; Navigating the Google Analytics Interface; Working with the Google Analytics Standard Reports; Chapter 7: Advanced Analysis Concepts and Features; Using Segmentation to Find Meaning in Your Data; Analyzing Data with Advanced Segments; Bringing Together Key Metrics and Dimensions with Custom Reports; Visualizing Data Across Multiple Dimensions with Motion Charts
Grouping and Analyzing Data with Pivot TablesMeasuring Spikes and Trends with Intelligence Reports and Custom Alerts; Part III: Controlling Costs and Planning Profits; Chapter 8: Maximizing Web Site Performance; Understanding Core Optimization Concepts; Evaluating Web Site Performance; Optimizing through Continuous Improvement; Chapter 9: Search Engine Marketing (SEM); Search Engine Marketing Basics; Planning for Success with SEM; Preparing to Measure SEM with Google Analytics; Analyzing and Optimizing SEM Campaigns; Chapter 10: Measuring and Optimizing Display Advertising
Display and Rich Media Advertising BasicsUnderstanding Display Ad Tracking with Google Analytics; Setting Up Your Ads for Tracking; Analyzing Display Ad Performance; Troubleshooting Common Display Ad Tracking Problems; Part IV: Growing Organic Search and Conversions; Chapter 11: Search Engine Optimization (SEO) and Google Analytics; Knowing Truth from Fiction with SEO; Understanding the Case for Web Analytics and SEO; Measuring Effectiveness of SEO Efforts with Google Analytics; Advanced SEO Analysis Techniques; Validating That Your SEO Metrics Are Accurate; Chapter 12: Social Media Marketing
Social Media Defined
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