Web Metrics

Proven Methods for Measuring Web Site Success

Jim Sterne

430 pages, parution le 02/08/2002

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Résumé

Learn how to determine whether a Web site is offering a competitive advantage.

Despite the fact that numerous online ventures have recently fallen by the wayside, companies still realize that the Web plays an integral role in conducting business. They recognize the importance of measuring and analyzing the information gathered from their sites so they can find new ways to balance online and offline efforts. In this innovative book, leading Internet marketing expert Jim Sterne uncovers the latest tools and techniques that will help you determine if and how your Web site is adding value to your company. He clearly shows you how to use the range of available metrics to improve your Web marketing strategies. Incorporating his vast experience with clients such as Eastman Kodak, Ericsson, Sears Roebuck, and IBM, Sterne exposes the key issues facing corporate sites today. He then explains the role of Web metrics, detailing the criteria to follow in order to build a successful site and gain a competitive advantage in the marketplace.

Web Metrics provides you with everything you'll need to know to measure your online business strategy, including:

Types of Web metrics tools, services, techniques, and standards for Web measurement
Ways to fully integrate Web metrics with the customer experience
Details on how to use metrics to meet specific business goals

The companion Web site includes links to online tools, resources, and white papers.

Contents

The Web Is Great: Get Over It, Get on 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.

L'auteur - Jim Sterne

Jim Sterne

is a leading world expert on Internet marketing. He specializes in creating Internet marketing strategies for business. Sterne produced the worlds first seminar on Internet marketing in 1994 and is an internationally recognized speaker at industry conferences. Information about his company, Target Marketing of Santa Barbara, can be found at www.targeting.com.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Jim Sterne
Parution	02/08/2002
Nb. de pages	430
Format	19 x 23,5
Couverture	Broché
Poids	772g
Intérieur	Noir et Blanc
EAN13	9780471220725
ISBN13	978-0-471-22072-5