Search Analytics

By: Louis Rosenfeld.

Any organization that has a searchable web site or intranet is sitting on top of hugely valuable and usually under-exploited data: logs that capture what users are searching for, how often each query was searched, and how many results each query retrieved. Search queries are gold: they are real data that show us exactly what users are searching for in their own words. This book shows you how to use search analytics to carry on a conversation with your customers: listen to and understand their needs, and improve your content, navigation and search performance to meet those needs.

"Search is one of those mission-critical aspects of every web site that is sadly all to often forgotten until the damage has already been done. Lou, on the other hand, is one of those guys who understands search analytics and the opportunity associated with digging into the nuance of customer and search behaviors to mine for organizational gold. In Search Analytics for your Site, Lou lays out pretty much everything you need to know to mine for that gold and convert it into positive customer experience on your site."
Eric T. Peterson, Founder and Author, Web Analytics Demystified

"Clients have asked me countless times to pretty up their search results page design, as if this would distract users from realizing that they're getting lousy results. That's no longer necessary, thanks to Lou's book."
Karen McGrane, Managing Partner, Bond Art + Science

"At last a book that explains exactly how to get the best from search analytics so that users can actually find what they are looking for."
Martin White, Managing Director, Intranet Focus Ltd, and author of Making Search Work

"Analytics are the single most important tool you have to improve your search experience, and Lou Rosenfeld's world-class expertise in user-centered design is the place to start."
Pete Bell, co-founder, Endeca

"Louis Rosenfeld's Search Analytics for Your Site is a superlative work from the initial story to the final chapter on bridging web analytics and UX practice. I'm somewhat experienced with event logging methods, but Louis' book opened my mind to new ways to use analytics. Each chapter is packed with useful information, clear examples, and refreshing caveats that could only come from a master of search analytics. The book is written in an engaging style that makes you feel like Louis is with you on every page. I plan to apply some of the knowledge and techniques immediately. Great book!"
Chauncey Wilson, Senior Manager, User Research

"If we all agree that user feedback will improve any site's user experience, why aren't we spending more time with the actual words our audience uses when asking us for stuff? I can't imagine a more experienced guide than Lou Rosenfeld to help us put this amazing data to work."
Jeffrey Veen, Founder & CEO, Typekit

"Lou is the perfect author to tackle what is essentially unexplored territory in the UX community. With Search Analytics for your Site, he has uncovered a huge goldmine for UX professionals of all stripes: now we have the tools to finally, finally fix our website and intranet search experiences. This is one of those rare books that makes me pound the table with my fist and yell, 'Yes! Exactly! Awesome!' while I'm reading it."
Kristina Halvorson, CEO, Brain Traffic, and author, Content Strategy for the Web

By: Brent Chaters.

By: Jerri L. Ledford, Mary E. Tyler.

BONUS: Each copy of Google Analytics 2.0 includes a $25 Google AdWords gift card compliments of Google. With this $25 gift card , you can attract new customers to your website on Google's dime.

By: Larry E. Rosenberger, John Nash.

Praise for The Deciding Factor

"Both companies and governments have made some poor decisions recently, and almost all would benefit from more fact-based and analytical approaches. This book provides clear methods and extensive examples for organizations that want to make better, faster, and more consistent decisions."—Thomas H. Davenport, author, Competing on Analytics, and President's Distinguished Professor of Information Technology and Management, Babson College

"The secrets of the decision-making processes employed by the most successful corporations of the world are revealed in The Deciding Factor. Both corporate decision makers as well as analysts will gain invaluable insights from this treasure trove of case studies and expert guidelines."
—Robert Heller, former president and CEO of VISA U.S.A., and former governor, Federal Reserve Board

"Information, used correctly and creatively, can be a source of tremendous customer value, competitive advantage, and company profitability. The Deciding Factor will help you understand if you have this opportunity, and how you might seize it."
—Nigel Morris, co-founder, Capital One Financial Services

"There has never been a more important time in business history to truly understand both the technical strengths and conceptual weaknesses of decision analytics. If you're prepared to be serious, The Deciding Factor offers the insider's insights that matter when managing innovation risk."
—Michael Schrage, author, Serious Play, and research associate, MIT Sloan School of Management

By: Avinash Kaushik.

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

By: Avinash Kaushik.

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

By: Eric Enge, Stephan Spencer, Rand Fishkin, Jessie Stricchiola.

By: David Szetela, Joseph Kerschbaum.

The complete guide to a winning pay-per-click marketing campaign

Pay-per-click advertising-the "sponsored results" on search engine results pages-is increasingly being used to drive traffic to websites. Marketing and advertising professionals looking for a hands-on, task-based guide to every stage of creating and managing a winning PPC campaign will get the step-by-step instruction they need in this detailed guide.

Using the popular An Hour A Day format, this book helps you avoid the pitfalls and plan, develop, implement, manage, and monitor a PPC campaign that gets results.

• Successful pay-per-click campaigns are a key component of online marketing
• This guide breaks the project down into manageable tasks, valuable for the small-business owner as well as for marketing officers and consultants
• Explains core PPC concepts, industry trends, and the mechanics that make a campaign work
• Shows how to perform keyword research, structure campaigns, and understand campaign settings and various pricing models
• Discusses how to write ads, develop and test landing pages, use ad groups, and leverage Google's content network
• Covers launching a campaign, bidding for position, monitoring, gathering results, and interpreting and acting on the data collected

Pay-Per-Click Search Engine Marketing: An Hour a Day provides the tools to make the most of this important marketing method.

By: Marshall Sponder.

Align Strategy With Metrics Using Social Monitoring Best Practices

“Two or three years from now, every public relations firm that wants to be taken seriously in the C-suite and/or a lead marketing role will have someone like Marshall in its senior leadership ranks, a chief analytics officer responsible for ensuring that account leaders think more deeply about analytics and that thfirm works with the best available outside suppliers to integrate analytics appropriately.”
—Paul Holmes, The Holmes Report

“Marshall has provided much-needed discipline to our newest marketing frontier—a territory full of outlaws, medicine men, dot com tumbleweeds, and snake oil.”
—Ryan Rasmussen, VP Research, Zócalo Group

“Marshall Sponder stands apart from the crowd with this work. His case study approach, borne of real-world experience, provides the expert and the amateur alike with bibliography, tools, links, and examples to shortcut the path to bedrock successes. This is a reference work for anyone who wants to explore the potential of social networks.”
—W. Reid Cornwell, Ph.D., Chief Scientist, The Center for Internet Research

“Marshall is a solutions design genius of unparalleled knowledge and acumen, and when he applies himself to the business of social media, the result is a timely and important commentary on the state of research capabilities for social media.”
—Barry Fleming, Director, Analytics & Insights, WCG, and Principal, DharmaBuilt.com

About the Book

Practically overnight, social media has become a critical tool for every marketing objective—from outreach and customer relations to branding and crisis management. For the most part, however, the data collected through social media is just that: data. It usually seems to hold little or no meaning on which to base business decisions. But the meaning is there . . . if you’re applying the right systems and know how to use them.

With Social Media Analytics, you’ll learn how to get supremely valuable information from this revolutionary new marketing tool. One of the most respected leaders in his field and a pioneer in Web analytics, Marshall Sponder shows how to:

• Choose the best social media platforms for your needs
• Set up the right processes to achieve your goals
• Extract the hidden meaning from all the data you collect
• Quantify your results and determine ROI

Filled with in-depth case studies from a range of industries, along with detailed reviews of several social-monitoring platforms, Social Media Analytics takes you beyond “up-to-date” and leads you well into the future—and far ahead of your competition. You will learn how to use the most sophisticated methods yet known to find customers, create relevant content (and track it), mash up data from disparate sources, and much more. Sponder concludes with an insightful look at where the field will likely be going during the next few years.

Whether your social media marketing efforts are directed at B2B, B2C, C2C, nonprofit, corporate, or public sector aims, take them to the next step with the techniques, strategies, and methods in Social Media Analytics—the most in-depth, forward-looking book on the subject.

By: Brian Clifton.

This second edition of the bestselling Advanced Web Metrics with Google Analytics is the perfect book for marketers, vendors, consultants, and Webmasters who want to learn the installation, configuration, tracking techniques, and best practices of Google Analytics.

• Google Analytics is a free tool that measures Web site effectiveness and helps users better understand how web site performance; this book is a detailed usage guide written by one of the software's original creators
• Explains what filters keep data accurate, how to measure Flash usage and tag for e-mail marketing, and what visitor segmentation provides the most useful feedback
• Examines principles and practices of Web analytics, then shows how to use GA's reports and how to track dynamic Web pages, banners, outgoing links, and contact forms
• Discusses advanced setups for configuring goals and filters, how to integrate GA with third-party systems, and how to leverage the new API

Advanced Web Metrics with Google Analytics, Second Edition is valuable for both novice and experienced users of Google Analytics.