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Performance Marketing with Google Analytics

Download Performance Marketing with Google Analytics

Performance Marketing with Google Analytics

Product Description:

An unparalleled author trio shares valuable advice for using Google Analytics to achieve your business goals

Google 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. This book offers clear explanations of practical applications drawn from the real world.

The author trio of Google Analytics veterans starts with a broad explanation of performance marketing and gets progressively more specific, closing with step-by-step analysis and applications.

* Features 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
* Discusses how to communicate with a webmaster or developer to assist with installation
* Addresses Google's conversion-oriented tools, including AdWords and AdSense, Google trends, Webmaster tools, search-based keyword tools, and more
* Touches on brand tracking studies, usability research, competitive analysis, and statistical tools

Throughout the book, the main emphasis is demonstrating how you can best use Google Analytics to achieve your business objectives.

Foreword by Avinash Kaushik

Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Table of Contents:

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.
Building an Online Strategy Based on Evidence instead of Hype.
Seven Basic Principles of Effective Online Marketing.

Chapter 2: Data-Driven Marketing Basics

Making Online Marketing Measurable and Goal-Driven.
Tools for Understanding Visitors and Performance.

Chapter 3: 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.

Part II: Google Analytics Essentials

Chapter 4: Understanding How Google Analytics Works

How Data Is Collected.
How Data Is Processed.
Accounts and Profi les: Data Organization.Generating Reports.

Chapter 5: Installing and Administering Google Analytics

Planning an Implementation.
Creating a Google Analytics Account.
Adding the Tracking Code.
Configuration Steps.
Maintaining Your Implementations.

Chapter 6: 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.

Chapter 7: 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.

Part III: Controlling Costs and Planning Profits.

Chapter 8: Maximizing Web Site Performance

Understanding Core Optimization Concepts.
Evaluating Web Site Performance.
Optimizing through Continuous Improvement.

Chapter 9: 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.

Chapter 10: 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.

Part IV: Growing Organic Search and Conversions

Chapter 11: 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.

Chapter 12: 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.

Chapter 13: Measuring E-mail Marketing

E-mail: What's It Good For?
Defining E-mail Measurement.
Tracking E-mail with Google Analytics.
Data and Analysis.

Part V: Extending Google Analytics

Chapter 14: Tracking Offline Marketing

Tracking TV and Radio.
Tracking Print Ads.
Tracking Direct Mail

Chapter 15: 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.

Part VI: Appendixes

Appendix A: Other Resources


Appendix B: Glossary

Common Google Analytics Terms
Common Marketing Terms
Google Analytics Dimension Definitions
Google Analytics Metric Definitions
Additional Glossary Resources

Google Analytics Individual Qualifi cation Test Coupon



dle 10.6

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