Title Page -- Copyright Page -- Contents -- Introduction -- Why You Should Read This Book -- What's in This Book -- How to Use This Book -- Part I: Competing for Customers on the Web -- Chapter 1: Swimming in the Digital Sea -- Understanding the Impact of Data Democracy -- Recognizing Customer Empowerment and Why It Matters -- Reality 1: Users lead, businesses follow -- Reality 2: The almighty algorithm decides -- Reality 3: No product is safe from comparison shopping -- Reality 4: Web surfers listen to one another first and marketers second -- Reality 5: Online competitors spring up at a moment's notice -- Building an Online Strategy Based on Evidence instead of Hype -- Seven Basic Principles of Effective Online Marketing -- Principle 1: Be real about putting customers first -- Principle 2: Know your desired outcomes -- Principle 3: Keep it simple -- Principle 4: Embrace change -- Principle 5: Treat data as a strategic asset -- Principle 6: Use the right tool for the right job -- Principle 7: Expect and accept accountability -- Chapter 2: Data-Driven Marketing Basics -- Making Online Marketing Measurable and Goal-Driven -- Your Web presence as a living, breathing system -- Planning your online strategy by channel -- Marketing for conversions -- Tools for Understanding Visitors and Performance -- Understanding the "what" with Google Analytics -- Understanding the "why" with voice-of-the-customer research -- Seeing the big picture with competitive and market analysis -- Tying it all together -- Chapter 3: Putting Google Analytics to Work in Your Organization -- Leading the Charge for Analytics -- Assembling a Google Analytics Dream Team -- Four essential skill sets for a successful team -- Tips for building your team.

GETUP and Go: Defining Your Measurement Strategy -- 25 tips for putting data to work -- Seeing GETUP in action -- Overcoming common obstacles -- Part II: Google Analytics Essentials -- Chapter 4: Understanding How Google Analytics Works -- How Data Is Collected -- The Reliability of Tracking Visitors with Cookies -- How Data Is Processed -- Accounts and Profiles: Data Organization -- Generating Reports -- Chapter 5: Installing and Administering Google Analytics -- Planning an Implementation -- Gathering business requirements -- Gathering technical requirements -- Creating a Google Analytics Account -- Adding the Tracking Code -- Configuration Steps -- Basic configuration steps -- Advanced configuration steps -- Maintaining Your Implementations -- Changes to GATC -- Changes to Configuration Settings -- Incorrect campaign tracking -- Chapter 6: Basic Analysis Features and Concepts -- Nine Tips for Becoming an All-Star Analyst -- Navigating the Google Analytics Interface -- Accessing your reports -- Using the header to navigate between accounts and profiles -- Exploring basic Dashboard features -- Working with the Google Analytics Standard Reports -- Understanding terminology and definitions -- Exploring the Google Analytics standard reports -- Working with data tables -- Exporting and e-mailing reports -- Chapter 7: Advanced Analysis Concepts and Features -- Using Segmentation to Find Meaning in Your Data -- Understanding dimensions and segmentation: Thinking in 2D versus 3D -- Dimensions available in Google Analytics -- Applying basic segmentation techniques for standard reports -- Creating your own dimensions using custom variables -- Analyzing Data with Advanced Segments -- Using Advanced Segments to answer business questions -- Understanding how Advanced Segments work -- Using Advanced Segments.

Managing and sharing Advanced Segments -- Bringing Together Key Metrics and Dimensions with Custom Reports -- Example uses for custom reports -- Visualizing Data Across Multiple Dimensions with Motion Charts -- Understanding the key features of motion charts -- Other resources for motion charts -- Grouping and Analyzing Data with Pivot Tables -- Measuring Spikes and Trends with Intelligence Reports and Custom Alerts -- How Intelligence reports work -- Part III: Controlling Costs and Planning Profits -- Chapter 8: Maximizing Web Site Performance -- Understanding Core Optimization Concepts -- Getting into the optimization mindset -- Key optimization tools and methods -- Evaluating Web Site Performance -- Analyzing goal performance in Google Analytics -- Key goal performance measures -- Understanding your conversion funnel -- Understanding visitor intent -- Identifying basic usability problems -- Examining your value proposition -- Optimizing through Continuous Improvement -- Zeroing in on high-impact pages and elements -- 10 tips for continuous improvement -- Chapter 9: Search Engine Marketing (SEM) -- Search Engine Marketing Basics -- Strengths and weaknesses of SEM as a marketing channel -- Major SEM platforms and tools -- Planning for Success with SEM -- Conducting keyword research -- Structuring campaigns for success -- Preparing to Measure SEM with Google Analytics -- Understanding the role of Google Analytics -- Setting up tracking for AdWords -- Setting up tracking for other SEM providers -- Configuring settings in Google Analytics -- Quick checklist for SEM tracking setup -- Analyzing and Optimizing SEM Campaigns -- Understanding key dimensions and metrics in the context of SEM analysis -- Differentiating sponsored (SEM) from nonsponsored (organic) search traffic.

Standing in the intersection of interest and intent: Principles for SEM analysis -- AdWords-specific report analysis -- Tracking the "actual" search query for a purchased keyword -- Chapter 10: Measuring and Optimizing Display Advertising -- Display and Rich Media Advertising Basics -- Major display and rich media advertising formats -- Pre-click metrics for evaluating display and rich media advertising performance -- Pitfalls of measuring display and rich media -- Understanding Display Ad Tracking with Google Analytics -- Avoiding the death of your data -- Using the right dimensions for display ad tracking -- Setting Up Your Ads for Tracking -- Planning your naming conventions -- Creating and managing campaign tracking tags -- Integrating tracking tags into ads -- Validating that ad tracking is working properly -- Tracking Flash ads -- Measuring display and rich media campaign history -- Analyzing Display Ad Performance -- Assessing display ad performance at a high level -- Comparing display ads to other mediums -- Analyzing campaign outcomes -- Using Advanced Segments to analyze display ads -- Using custom reports with display ads -- Troubleshooting Common Display Ad Tracking Problems -- What happens when ads aren't tagged -- Tracking Engagement at PBSkidsorg -- Identifying problems at the ad-server level -- Avoiding common, costly mistakes -- Part IV: Growing Organic Search and Conversions -- Chapter 11: Search Engine Optimization (SEO) and Google Analytics -- Knowing Truth from Fiction with SEO -- How search engines work -- An arms race with robots, spiders, and spam -- Driving true success with SEO -- Understanding the Case for Web Analytics and SEO -- Dispelling the fallacy of "top ranking" -- Defining your SEO measurement framework.

Measuring Effectiveness of SEO Efforts with Google Analytics -- Trends matter more than metrics -- Traffic metrics that matter -- Keyword measurements that matter -- Measuring SEO against goals -- Measuring ecommerce value -- Advanced SEO Analysis Techniques -- Understanding landing pages using Advanced Segments -- Creating custom reports for SEO reporting -- Validating That Your SEO Metrics Are Accurate -- How Google Analytics tracks organic search traffic -- Analytics in Action: Fixing Issues and Finding Opportunities in -- Search with Catalogscom -- Checking host names -- Chapter 12: Social Media Marketing -- Social Media Defined -- Social Media Marketing Basics -- Measuring Social Media Activities and Campaigns -- Putting together a keyword list -- Finding relevant conversations online -- Quantifying "buzz" with keyword trends -- Understanding content and sentiment -- Analyzing Site Traffic from Social Media -- Business value measures -- Measuring Social Media Tools on Your Site -- Tracking comments -- Tracking subscriptions -- Tracking content-sharing tools -- Tracking Social Media at Lollapaloozacom -- Chapter 13: Measuring E-mail Marketing -- E-mail: What's It Good For? -- Defining E-mail Measurement -- Pre-click data -- Post-click data -- Continuously improving your e-mail campaigns -- Tracking E-mail with Google Analytics -- Data and Analysis -- Using Segmentation and Testing to Improve an E-mail Newsletter Program -- Part V: Extending Google Analytics -- Chapter 14: Tracking Offline Marketing -- Tracking TV and Radio -- Tracking ads without an online component -- Tracking ads with an online component -- Tracking Print Ads -- Tracking Direct Mail -- Analytics in Action: Breezescom -- Chapter 15: Using the Data Export API, Community Additions, and Other Tools.

Hello Data! Understanding and Using the Google Analytics Data Export API.