Actionable Web Analytics: Using Data To Make Smart Business Decisions

Chapter 8. Getting the Right Data

In this chapter, we’re going to look at common data types that can help you better understand your web business and, more important, your customers’ interaction with your business. In particular, we’ll focus on behavioral, attitudinal, competitive, and transactional data. We’ll explain how they’re used, and what they can and can’t do. We’ll also examine how you should compare performance both inside and outside your organization.

Chapter Contents

• Primary Data Types

• Secondary Data Types

• Comparing Performance with Others

• What Is a Relative Index?

• Customer Engagement

• Case Study:Leveraging Different Data Types to Improve Site Performance

Primary Data Types

In previous chapters, we’ve talked at length about leveraging data ...