Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity

Or, say your technical support website reduces $50 of cost every time it answers someone’s question online so they don’t have to call you.

The company must rerun experiments based on seasonality, new product introductions, and other such variables.

In talking to marketers, sales folks, website owners, and management, you’ll learn that they fear web analytics like climbing Mount Everest or that they believe it’s useless, messy, and full of “dirty data.”

“What are Visitors actually doing?”

It will help you understand navigational challenges on your website, it will help you understand visitor intent, and it will suggest optimization actions you can take.

That’s because member behavior after they join is what adds value to the

You run two branding display campaigns, campaign 1 on the New York Times website and campaign 2 on the Fox News website.

You might take a different route and use a decay model of giving the last campaign 30 percent of the credit and five campaigns prior to that one 25 percent, 20 percent, 15 percent, 7 percent, 3 percent of the credit respectively, and any campaign beyond that 0 percent.

the next set of keyword clusters (interest, consideration), there is a lot more competition. These keywords can be more expensive, and hence you should set a higher measurement bar: demand that these keywords drive traffic that spends a lot of time on your site. These visitors must explore more deeply, read the specification or product details, and