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Full Description
There now exists a wealth of tools and techniques that can determine if and how a Web site is providing business value to its owners. This book is a survey of those metrics and is as important to IT executives as it is to marketing professionals.* Jim Sterne is recognized worldwide as a leading Internet business expert and is the author of several Wiley books, including WWW Marketing, Third Edition (0-471-41621-5)* Explains the criteria for building a successful site, surveying the tools, services, techniques, and standards for Web measurement, and fully integrating those metrics with the customer experience* Companion Web site contains links to online tools, resources, and white papers
Contents
Acknowledgments. About the Author. The Web Is Greaton With It. Measuring Measurement. Raising the Flag, Convincing the Boss. Web Measurement Standards. Sawing Logs. How Good Are You at Making Noise? How Good Are You at Buying Noise? Measuring Web Site Performance: The Need for Speed. Calculating the Caliber of Content. Well-Marked Trails: Measuring Web Site Navigation. Calculating Conversion. Maximizing Customer Information: The Personalization Continuum. Measuring the Value of Online Customer Service. Field Studies. Making It Work by Bringing It All Together. Appendix: How Interactive Ads Are Delivered and Measurement Implication. Index.
