Rent 9780470578315 | Performance Marketing with Google Analytics : Strategies and Techniques for Maximizing Online ROI | Tonkin, Sebastian; Whitmore, Caleb; Cutroni, Justin @knetbooks.com

Summary Table of Contents Author Biography

Hit your target market every timeHow do visitors get to your Web site? What do they do when they get there? How many do business with your company? How can you turn more visitors into customers?Google Analytics can tell you. You don't have to be a Web guru; just follow the practical advice of these experts. Their case studies and step-by-step guidance demonstrate how to improve your marketing strategy with Google Analytics. They'll even tell you where to find help when you need it.Maximize your online marketingDefine a successful, ROI-focused o... MOREnline strategyLeverage the tools, vendors, and team structure that work best for your businessInstall and configure Google Analytics, or learn to tell your Webmaster what you needUnderstand analysis concepts, features, and reportsAnalyze what Google AdWords, Yahoo!r Search Marketing, and Bing can offerLearn to successfully engage users through blogs, social media, and e-mailLearn which metrics matter and how to measure the success of SEO, display ads, and other toolsSave 50% on the Google Analytics Individual Qualification Test (GA IQ). Details inside

The guide will start with a broad explanation of performance marketing and get progressively more specific, closing with step-by-step analysis and applications. In-depth code examples will be downplayed. Instead of overwhelming marketers with the ins and outs of JavaScript, the emphasis will be on how to communicate features to a webmaster or developer to assist with installation. Source material will include learning's and case studies from the authors own experience as well as a dedicated research project making use of a direct connection to Google's customer base. Topics will include basic configuration as well as in-depth examples and case studies on how to increase revenue from search advertising, optimize an existing website, prioritize channels and campaigns, access brand health and more. The author's emphasis throughout the book will consistently be on using Analytics to achieve business objectives.Coverage will focus mainly on Google Analytics, with some consideration given to Google's other conversion-oriented tools (in order of importance): AdWords and AdSense Google Website Optimizer Insights for Search Google Trends Webmaster Tools Search-based Keyword ToolSome additional tracking options may also be covered very briefly including: Brand tracking studies Usability research Competitive analysis Panels (Comscore, Nielsen) Statistical tools Greasemonkey scripts

An unparalleled author trio shares valuable advice for using Google Analytics to achieve your business goalsGoogle Analytics is a free tool used by millions of Web site owners across the globe to track how visitors interact with their Web sites, where they arrive from, and which visitors drive the most revenue and sales leads.

Introduction
Competing for Customers on the Web
Swimming in the Digital Sea
Understanding the Impact of Data Democracy
Recognizing Customer Empowerment and Why It Matters
Building an Online Strategy Based on Evidence instead of Hype
Seven Basic Principles of Effective Online Marketing
Data-Driven Marketing Basics
Making Onlin... MOREe Marketing Measurable and Goal-Driven
Tools for Understanding Visitors and Performance
Putting Google Analytics to Work in Your Organization
Leading the Charge for Analytics
Assembling a Google Analytics Dream Team
GETUP and Go: Defi ning Your Measurement Strategy
Google Analytics Essentials
Understanding How Google Analytics Works
How Data Is Collected
How Data Is Processed
Accounts and Profi les: Data Organization
Generating Reports
Installing and Administering Google Analytics
Planning an Implementation
Creating a Google Analytics Account
Adding the Tracking Code
Confi guration Steps
Maintaining Your Implementations
Basic Analysis Features and Concepts
Nine Tips for Becoming an All-Star Analyst
Navigating the Google Analytics Interface
Working with the Google Analytics Standard Reports
Advanced Analysis Concepts and Features
Using Segmentation to Find Meaning in Your Data
Analyzing Data with Advanced Segments
Bringing Together Key Metrics and Dimensions with Custom Reports
Visualizing Data Across Multiple Dimensions with Motion Charts
Grouping and Analyzing Data with Pivot Tables
Measuring Spikes and Trends with Intelligence Reports and Custom Alerts
Controlling Costs and Planning Profits
Maximizing Web Site Performance
Understanding Core Optimization Concepts
Evaluating Web Site Performance
Optimizing through Continuous Improvement
Search Engine Marketing (SEM)
Search Engine Marketing Basics
Planning for Success with SEM
Preparing to Measure SEM with Google Analytics
Analyzing and Optimizing SEM Campaigns
Measuring and Optimizing Display Advertising
Display and Rich Media Advertising Basics
Understanding Display Ad Tracking with Google Analytics
Setting Up Your Ads for Tracking
Analyzing Display Ad Performance
Troubleshooting Common Display Ad Tracking Problems
Growing Organic Search and Conversions
Search Engine Optimization (SEO) and Google Analytics
Knowing Truth from Fiction with SEO
Understanding the Case for Web Analytics and SEO
Measuring Effectiveness of SEO Efforts with Google Analytics
Advanced SEO Analysis Techniques
Validating That Your SEO Metrics Are Accurate
Social Media Marketing
Social Media Defined
Social Media Marketing Basics
Measuring Social Media Activities and Campaigns
Analyzing Site Traffi c from Social Media
Measuring Social Media Tools on Your Site
Measuring E-mail Marketing
E-mail: What's It Good For?
Defining E-mail Measurement
Tracking E-mail with Google Analytics
Data and Analysis
Extending Google Analytics
Tracking Offl ine Marketing
Tracking TV and Radio
Tracking Print Ads
Tracking Direct Mail
Using the Data Export API, Community Additions, and Other Tools
Hello Data! Understanding and Using the Google Analytics Data Export API
Technical and Diagnostic Tools
Reporting Tools and Analysis Tools
Other Tools and Hacks
Appendixes
Other Resources
Blogs
Books
Glossary
Common Google Analytics Terms
Common Marketing Terms
Google Analytics Dimension Definitions
Google Analytics Metric Definitions
Additional Glossary Resources
Index
Google Analytics Individual Qualifi cation Test Coupon
Table of Contents provided by Publisher. All Rights Reserved.

Sebastian Tonkin is an entrepreneur and former member of the Google Analytics Marketing Team.
Caleb Whitmore is a veteran Google Analytics Authorized Consultant and Founder of Analytics Pros, a company dedicated to empowering and supporting Google Analytics users.
Justin Cutroni is author of the popular blog Analytics Talk, a Google Analytics Seminars leader and a consultant who helps companies understand how they can get greatest value from Google Analytics.

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