Book description
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.
Table of contents
- Copyright
- Credits
- About the Authors
- Acknowledgments
- Foreword
- Introduction
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I. Competing for Customers on the Web
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1. Swimming in the Digital Sea
- 1.1. Understanding the Impact of Data Democracy
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1.2. Recognizing Customer Empowerment and Why It Matters
- 1.2.1. Reality 1: Users lead, businesses follow
- 1.2.2. Reality 2: The almighty algorithm decides
- 1.2.3. Reality 3: No product is safe from comparison shopping
- 1.2.4. Reality 4: Web surfers listen to one another first and marketers second
- 1.2.5. Reality 5: Online competitors spring up at a moment's notice
- 1.3. Building an Online Strategy Based on Evidence instead of Hype
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1.4. Seven Basic Principles of Effective Online Marketing
- 1.4.1. Principle 1: Be real about putting customers first
- 1.4.2. Principle 2: Know your desired outcomes
- 1.4.3. Principle 3: Keep it simple
- 1.4.4. Principle 4: Embrace change
- 1.4.5. Principle 5: Treat data as a strategic asset
- 1.4.6. Principle 6: Use the right tool for the right job
- 1.4.7. Principle 7: Expect and accept accountability
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2. Data-Driven Marketing Basics
- 2.1. Making Online Marketing Measurable and Goal-Driven
- 2.2. Tools for Understanding Visitors and Performance
- 3. Putting Google Analytics to Work in Your Organization
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1. Swimming in the Digital Sea
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II. Google Analytics Essentials
- 4. Understanding How Google Analytics Works
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5. Installing and Administering Google Analytics
- 5.1. Planning an Implementation
- 5.2. Creating a Google Analytics Account
- 5.3. Adding the Tracking Code
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5.4. Configuration Steps
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5.4.1. Basic configuration steps
- 5.4.1.1. Create additional profiles
- 5.4.1.2. Exclude Query String Parameters setting
- 5.4.1.3. Specify the default page
- 5.4.1.4. Configure site search reporting
- 5.4.1.5. Set up some goals
- 5.4.1.6. URL Destination Goals
- 5.4.1.7. Time on Site goals
- 5.4.1.8. Pages/Visit goals
- 5.4.1.9. Configure funnels
- 5.4.1.10. Normalize data with simple filters
- 5.4.1.11. Exclude internal traffic
- 5.4.1.12. Force request URI to lowercase
- 5.4.1.13. Force campaign parameters to lowercase
- 5.4.1.14. Configuring campaign tracking
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5.4.2. Advanced configuration steps
- 5.4.2.1. Tracking subdomains
- 5.4.2.2. Tracking multiple domains
- 5.4.2.3. The virtual pageview
- 5.4.2.4. Event Tracking tool
- 5.4.2.5. Custom variables
- 5.4.2.6. Advanced site search tracking
- 5.4.2.7. Ecommerce tracking
- 5.4.2.8. Filters
- 5.4.2.9. Include and Exclude filters
- 5.4.2.10. Uppercase and Lowercase filters
- 5.4.2.11. Advanced filters
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5.4.1. Basic configuration steps
- 5.5. Maintaining Your Implementations
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6. Basic Analysis Features and Concepts
- 6.1. Nine Tips for Becoming an All-Star Analyst
- 6.2. Navigating the Google Analytics Interface
- 6.3. Working with the Google Analytics Standard Reports
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7. Advanced Analysis Concepts and Features
- 7.1. Using Segmentation to Find Meaning in Your Data
- 7.2. Analyzing Data with Advanced Segments
- 7.3. Bringing Together Key Metrics and Dimensions with Custom Reports
- 7.4. Visualizing Data Across Multiple Dimensions with Motion Charts
- 7.5. Grouping and Analyzing Data with Pivot Tables
- 7.6. Measuring Spikes and Trends with Intelligence Reports and Custom Alerts
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III. Controlling Costs and Planning Profits
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8. Maximizing Web Site Performance
- 8.1. Understanding Core Optimization Concepts
- 8.2. Evaluating Web Site Performance
- 8.3. Optimizing through Continuous Improvement
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9. Search Engine Marketing (SEM)
- 9.1. Search Engine Marketing Basics
- 9.2. Planning for Success with SEM
- 9.3. Preparing to Measure SEM with Google Analytics
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9.4. Analyzing and Optimizing SEM Campaigns
- 9.4.1. Understanding key dimensions and metrics in the context of SEM analysis
- 9.4.2. Differentiating sponsored (SEM) from nonsponsored (organic) search traffic
- 9.4.3. Standing in the intersection of interest and intent: Principles for SEM analysis
- 9.4.4. AdWords-specific report analysis
- 9.4.5. Tracking the "actual" search query for a purchased keyword
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10. Measuring and Optimizing Display Advertising
- 10.1. Display and Rich Media Advertising Basics
- 10.2. Understanding Display Ad Tracking with Google Analytics
- 10.3. Setting Up Your Ads for Tracking
- 10.4. Analyzing Display Ad Performance
- 10.5. Troubleshooting Common Display Ad Tracking Problems
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8. Maximizing Web Site Performance
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IV. Growing Organic Search and Conversions
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11. Search Engine Optimization (SEO) and Google Analytics
- 11.1. Knowing Truth from Fiction with SEO
- 11.2. Understanding the Case for Web Analytics and SEO
- 11.3. Measuring Effectiveness of SEO Efforts with Google Analytics
- 11.4. Advanced SEO Analysis Techniques
- 11.5. Validating That Your SEO Metrics Are Accurate
- 12. Social Media Marketing
- 13. Measuring E-mail Marketing
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11. Search Engine Optimization (SEO) and Google Analytics
- V. Extending Google Analytics
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VI. Appendixes
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A. Other Resources
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A.1. Blogs
- A.1.1. Occam's Razor by Avinash Kaushik
- A.1.2. Analytics for Marketers by us
- A.1.3. Analytics Talk by Justin Cutroni
- A.1.4. Analytics Prose by Caleb Whitmore
- A.1.5. Official Google Analytics Blog
- A.1.6. Advanced Web Metrics by Brian Clifton
- A.1.7. VKI Studios Blog
- A.1.8. WebShare Blog
- A.1.9. Grok Dot Com
- A.1.10. LunaMetrics
- A.1.11. ROI Revolution
- A.1.12. E-marketer
- A.1.13. Econsultancy
- A.1.14. ClickZ
- A.2. Books
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A.1. Blogs
- B. Glossary
- Google Analytics Individual Qualification Test Coupon
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A. Other Resources
Product information
- Title: Performance Marketing with Google™ Analytics: Practical Strategies for Maximizing Online ROI
- Author(s):
- Release date: April 2010
- Publisher(s): Wiley
- ISBN: 9780470578315
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