Website analysis practice-how to use data to drive decision making and enhance the value of websites (powerful analysis tool in the big data age)

Website analysis practice-how to use data to drive decision making and enhance website value (analysis tool in the big data age)
Basic Information
Author: Wang Yanping Wu Shengfeng
Press: Electronic Industry Press
ISBN: 9787121193125
Mounting time:
Published on: February 1, January 2013
Start: 16
Page number: 316
Version: 1-1
Category: Computer> database storage and management

For more information, website analysis practices-how to use data to drive decision making and enhance website value (analysis tools in the big data age)
Book content recommendation
At present, more and more websites are focusing on data and looking forward to discovering new opportunities, whether you are doing network marketing, Internet product design, e-commerce operations, or personal site operation and maintenance, we all hope to find valuable conclusions from the data and guide the company's management decisions to ultimately create greater website value. This book explains the knowledge required for website analysis in an easy-to-understand manner, analyzes problems encountered in daily work, and works with a large number of practical cases.
This book is suitable for website operators, network marketing personnel (SEO, SEM, EDM), website product managers and personal webmasters to read. This book is also suitable for self-study of computer or marketing majors.

At present, more and more websites are focusing on data and looking forward to discovering new opportunities, whether you are doing network marketing, Internet product design, e-commerce operations, or personal site operation and maintenance, we all hope to find valuable conclusions from the data and guide the company's management decisions to ultimately create greater website value. This book explains the knowledge required for website analysis in an easy-to-understand manner, analyzes problems encountered in daily work, and works with a large number of practical cases.
This book is suitable for website operators, network marketing personnel (SEO, SEM, EDM), website product managers and personal webmasters to read. This book is also suitable for self-study of computer or marketing majors.

Directory
Chapter 2 deciphering magical website analysis-purpose, process and value of website analysis/1
1.1 why do I analyze the website?/2
1.2 What is website analysis/4
1.3 How to perform website analysis/5
1.3.1 website traffic quality analysis/5
1.3.2 multi-dimensional subdivision of website traffic/6
1.3.3 analysis of website traffic coincidence/7
1.3.4 website content and navigation analysis/8
1.3.5 website conversion and funnel analysis/9
1.4 why is website analysis important/11
1.5 value and changes brought by website analysis/12
1.6 Basic website analysis process/13
1.6.1 definition (define)/13
1.6.2 measurement (measure)/14
1.6.3 analyze/14
Chapter 2 deciphering magical website analysis-purpose, process and value of website analysis/1
1.1 why do I analyze the website?/2
1.2 What is website analysis/4
1.3 How to perform website analysis/5
1.3.1 website traffic quality analysis/5
1.3.2 multi-dimensional subdivision of website traffic/6
1.3.3 analysis of website traffic coincidence/7
1.3.4 website content and navigation analysis/8
1.3.5 website conversion and funnel analysis/9
1.4 why is website analysis important/11
1.5 value and changes brought by website analysis/12
1.6 Basic website analysis process/13
1.6.1 definition (define)/13
1.6.2 measurement (measure)/14
1.6.3 analyze/14
1.6.4 improvement (improve)/14
1.6.5 control/14
1.7 can I become a website analyst/14
1.7.1 website analysis industry Overview/15
1.7.2 interest and a free analysis tool/15
1.7.3 understand JS and HTML languages/16
1.7.4 understand network marketing knowledge and common advertisement models/17
1.7.5 Excel and PPT usage/18
1.7.6 strong communication skills/18
1.7.7 ability to withstand errors and challenges/18
1.7.8 good professional ethics and moral bottom line/18
1.8 summary of this chapter/19
Chapter 2 study website analysis from here-Explanation of basic indicators in website analysis/20
2.1 How do we obtain website data/21
2.1.1 common data acquisition methods/21
2.1.2 website log and JS tag/24
2.1.3 user identification/28
2.1.4 click stream model/31
2.2 Basic website analysis indicators/35
2.2.1 hardcore indicators in website analysis/35
2.2.2 base-level indicators in website analysis/39
2.2.3 compound-level indicators in website analysis/44
2.3 Summary of this chapter/49
Chapter 4 three axes of website analysts-common website analysis methods/50
3.1 preparations before data analysis/52
3.1.1 data source type/52
3.1.2 data cleansing and sorting/54
3.1.3 is our data accurate?/56
3.2 website data trend analysis/58
3.2.1 year-on-year comparison, period-over-period comparison, and fixed-basis comparison/58
3.2.2 trend line fitting/61
3.2.3 moving mean/62
3.2.4 automated data monitoring/64
3.3 comparison and analysis of website data/67
3.3.1 simple merge comparison/67
3.3.2 comparison experiment setting/69
3.3.3 make the comparison result more credible/72
3.3.4 do not forget to compare with the target/75
3.4 multi-dimensional subdivision of website data/77
3.4.1 indicators and dimensions/77
3.4.2 why use subdivision/80
3.4.3 what is subdivision/82
3.4.4 common subdivision methods/84
3.5 summary of this chapter/87 chapter 4th website traffic-website traffic analysis/88
4.1 common traffic types on websites/89
4.1.1 three common traffic sources on the website/90
4.1.2 direct traffic secrets/92
4.2 filter website traffic/98
4.2.1 basic principles for filtering traffic sources/98
4.2.2 quick query of Google Analytics traffic filtering/99
4.3 how to track and analyze advertising traffic/101
4.3.1 mark your traffic/101
4.3.2 differentiated search traffic and free traffic/103
4.3.3 monitoring of Baidu spot price traffic ROI/106
4.3.4 mining valuable search keywords/110
4.3.5 trace EDM activity traffic/118
4.4 how to identify fake traffic/121
4.4.1 characteristics of false traffic and actual traffic/122
4.4.2 twelve methods for identifying false traffic/122
4.5 create a traffic diary for your website/129
4.5.1 what is website traffic diary/129
4.5.2 how to create a traffic log/130
4.5.3 functions of website traffic diary/131
4.5.4 start the first website analysis report/132
4.6 common causes of traffic fluctuation/133
4.6.1 common causes of direct traffic fluctuation/133
4.6.2 common causes of pay-as-you-go search traffic (SEM) fluctuations/134
4.6.3 common causes of natural search traffic (SEO) fluctuations/138
4.6.4 recommended common causes of traffic fluctuation/141
4.7 summary of this chapter/143
Chapter 4 are your website lazy-website content Efficiency Analysis/5th
5.1 website page Engagement analysis/145
5.1.1 what is page engagement/145
5.1.2 Calculation of page engagement/146
5.1.3 set and view page engagement indicators/148
5.1.4 two functions of page engagement indicators/149
5.2 page heatmap analysis/150
5.2.1 Google Analytics heat map function/150
5.2.2 what is the number in the Google Analytics heatmap/152
5.2.3 subdivision in Google Analytics heat map/154
5.2.4 Path Analysis in Google Analytics heat map/155
5.2.5 FAQs about Google Analytics heat map/156
5.3 page loading time analysis/158
5.3.1 ideal landing page time distribution/159
5.3.2 Time Distribution of less attractive landing pages/159
5.3.3 Time Distribution of slow page opening/160
5.4 analysis of three channels on the website/161
5.4.1 website traffic source channel/163
5.4.2 internal website channels/163
5.4.3 target website channel/165
5.5 track and analyze website 404 pages/167
5.5.1 use Google Analytics to track the 404 page/168
5.6 final product page analysis/169
5.6.1 how to evaluate content popularity/170
5.6.2 simple multi-index-based content classification/173
5.6.3 comprehensive content score based on multiple indicators/175
5.7 summary of this chapter/178
Chapter 5 who is using my website-Website user analysis/6th
6.1 user category/180
6.1.1 user indicator/180
6.1.2 New and Old users/183
6.1.3 active users and lost users/185
6.2 user behavior analysis/187
6.2.1 analysis value of each user behavior indicator/188
6.2.2 user distribution based on user behavior indicators/190
6.2.3 user behavior analysis based on user segmentation/193
6.3 user loyalty and Value Analysis/196
6.3.1 user behavior-based loyalty analysis/196
6.3.2 user behavior-based overall score/198
6.3.3 user Life Cycle value/203
6.4 summary of this chapter/208
Chapter 4 What are our goals-website goals and KPIs/7th
7.1 full monetization of websites/210
7.1.1 configure e-commerce tracking/210
7.1.2 set monetary value for the target/214
7.2 create a website analysis system/215
7.2.1 define the website target/215
7.2.2 obtain and break down website targets/216
7.2.3 focus on the core objectives of the website/219
7.2.4 focus on each decomposition target/219
7.2.5 create KPI for website analysis/221
7.3 key for successful KPI website analysis/223
7.4 roles of KPIs in website analysis/223
7.4.1 5 KPIs for website analysis/225
7.5 interpret executable website analysis reports/226
7.5.1 executable website analysis report content/227
7.5.2 create and select KPI indicators/228
7.5.3 website analysis key KPI indicator report/230
7.5.4 key KPI indicator change analysis/231
7.5.5 monetization of visitor behavior/231
7.5.6 create your action dashboard/232
7.6 target KPI monitoring and analysis/232
7.6.1 KPI data monitoring/232
7.6.2 secrets behind KPIs/237
7.7 Summary of this chapter/241
Chapter 2 in-depth website visitor tracking-path and conversion analysis/8th
8.1 exploring users' footprints-key conversion path analysis/243
8.1.1 specify the key conversion path/244
8.1.2 measurement of key transfer paths/245
8.1.3 funnel model display/246
8.1.4 effective analysis transfer path/247
8.1.5 why use funnel chart/249
8.1.6 web site virtual funnel analysis/252
8.2 let the user go their own way-multi-path selection optimization/255
8.2.1 simplified user conversion path/255
8.2.2 allow users to select the proper path/256
8.2.3 multi-path conversion data analysis/258
8.3 content group-based visitor path analysis/260
8.3.1 content group planning for analysis purposes/260
8.3.2 preparations before creating a content group/261
8.3.3 use a filter to create a content group/263
8.3.4 check and optimize the content group/264
8.3.5 visitor stream report function Overview/265
8.3.6 use the visitor stream report with other functions/268
8.4 summary of this chapter/270
Chapter 2 from beginners to experts-advanced website analysis applications/9th
9.1 custom tracking of visitor behavior for your website/272
9.1.1 use the _ trackpageview function to customize the Page name/272
9.1.2 use the _ trackpageview function to track outbound links/272
9.1.3 use the _ trackpageview function to record the time dimension/273
9.1.4 use the _ trackpageview function to record the page status/274
9.1.5 use the _ trackpageview function to record user behavior/274
9.2 create personalized reports as needed/275
9.2.1 preparations before report creation/275
9.2.2 set up a custom information center/276
9.2.3 manage report user permissions/277
9.2.4 configure smart notification and email report/277
9.3 data in control report/278
9.3.1 filter basics/278
9.3.2 advanced filter/282
9.4 quick data export tool/286
9.5 advanced data analysis applications/288
9.5.1 website content Association recommendation/289
9.5.2 KNN-related content recommendation/293
9.5.3 how to evaluate content recommendation results/298
9.6 summary of this chapter/301

Source of this book: China Interactive publishing network