Learning Web Analytics

In this course you’ll learn how to develop a plan for analytics by asking the right questions, measuring the right numbers, and correctly interpreting the data.
The contents of this course include:
Intro: The Fear of Analytics
Analytics is all about finding value. The lessons in this chapter will show you how to use data to make comparisons and create a culture of analytics rather than just reporting. You’ll learn what analytics can bring to your business or organization.
Defining Analytics Terminology
As with any field of study, analytics has its own set of important terms. This chapter provides an understanding of the key concepts we’ll be using throughout this course, including visitors vs. visitor sessions, why referrals and conversion rates are important, and more.
The Problem of Numbers
Quantitative information plays a key role in analytics, but it’s important to know which numbers are important and why. This chapter will help you separate the wheat from the chaff when dealing with numbers as you evaluate your site and plan for the future.
Building Segments for Comparison
When you start using an analytics approach to your business, you will need to build segments in order to understand how well you are doing at targeting specific groups with different needs. The lessons in this chapter will walk you through that process.
Value: The Master Metric
The most critical component of analytics is measuring value, the master metric that demonstrates the profitability of your actions. The lessons in this chapter will show you how to determine value, track it, and focus your marketing most effectively to maximize value.
Everything Is Measurable
When using value as your guide, you can measure just about everything on your website. The lessons in this chapter will show you how to evaluate your site by finding the meaning of measurement in context.
Creating Valuable Reports
Now that you understand what you need to know as you set goals for improving your website and your business, it’s time to look at how to effectively put that information into report form. This chapter shows you how to create useful reports customized for various audiences and how to track action rather than just rankings.
The lessons are wrapped in a feature-rich interface that lets you jump to any topic and bookmark individual sections for later review. Full-Screen mode provides a hi-def, immersive experience, and Watch-and-Work mode shrinks the video into a small window so you can play the videos alongside your application. Also included are exercise files that give you an easy way to try out the techniques you

Table of content

• Intro: The Fear of Analytics
  • The Fear of Analytics
  • Why Is Analytics So Difficult?
• Defining Analytics Terminology
  • Terminology: Visitor and Visitor Sessions
  • Terminology: Referrals
  • Terminology: Bounce Rate/Exit Rate
  • Terminology: Conversion Rate
• The Problem of Numbers
  • Caveman Analytics
  • Numbers Without Context
  • Goals
  • Context
  • Segments
• Building Segments for Comparison
  • Acquisition Segments
  • Source Determines Behavior
  • Search Determines Intent
  • Action Determines Engagement
• Value: The Master Metric
  • What Is Value?
  • How Do You Track Value?
  • What’s the Value of a Lead?
  • Finding Value in Your Marketing
• Everything Is Measurable
  • The Value of Content
  • The Value of the Entry Page
  • The Value of SEO
  • The Value of Words
  • The Value of Social Media
  • The Value of Email
• Creating Valuable Reports
  • Replacing Ranking Reports
  • CEO Reports
  • Manager Reports
  • Action Reports

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