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Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI [Paperback]

Sebastian Tonkin , Caleb Whitmore , Justin Cutroni
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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.

Confi guration 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 Offl ine 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.

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