Web Business Intelligence: Using Web Data to Improve Your Web Business Model (Information Technology) (Paperback)

This title doesn't talk networking protocols or programming languages; it is a guide for those who establish Web strategies. Although the text speaks to managers, programmers will also find it useful since it adds a business-level perspective to their techniques and tools. For example, the author examines the basics of Web server log files, not stopping at what information can be captured, but presenting a list of general questions the logs can help answer that will aid the organisation in continually evaluating the dynamic interaction with its digital customers.

Topics such as personalisation and cookies are presented with equal consideration to both the advantages for the online business and the user experience. Real-world examples buttress the main points, such as National Semiconductor's successful use of personalised workspaces and information management to build a dedicated user community.

No matter what role you play in the construction, marketing or support of a commercial Web site, you will only sharpen your skills if you get a more holistic view of the process. This brief book hits the mark and should be required reading for marketing managers and Web site project leaders alike. --Stephen W Plain, Amazon.com

Topics covered:

• moving an organisation to the Web
• log file analysis
• user patterns
• site structure analysis
• marketing and selling online
• personalisation
• privacy issues
• profiling
• recommendation engines
• staged development

The heart of e-Commerce success is engaging customers for the long-term -- but that's easier said than done. Web Engagement shows how, addressing all the key issues decision-makers need to understand, from log file analysis to privacy concerns, cookies to third-party tools. Leading web consultant Bill Zoellick begins with a case study that introduces the key problems facing thousands of businesses that are currently not achieving their goals on the Internet. Next, Zoellick demonstrates how to analyze current traffic to identify problems in site's structure, usability, and message -- and how to fix them. Discover which questions to ask, what can (and cannot easily) be measured, and how to use techniques such as cookies and user registration more effectively. Learn to track the success of promotions; identify the most valuable referral sites; and more. Along the way, Zoellick offers hands-on practical solutions for every type and size of site, including pure e-Commerce sites; advertising-driven sites; and bricks-and-mortar firms with supporting Web sites.

• Books > Business, Finance & Law > E-Commerce > E-business
• Books > Business, Finance & Law > E-Commerce > E-commerce
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• Books > Computing & Internet > Databases > Database Modelling
• Books > Computing & Internet > Networking & Security > Network Topics
• Books > Computing & Internet > Programming > Interface Design
• Books > Computing & Internet > Programming > Software Design, Testing & Engineering

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