7. Web Analytics 2.0 之定義
你跟你的競爭者的質化跟量化的分析
•the analysis of qualitative and quantitative data from your
website and the competition,
目的是持續性改善用戶跟潛在用戶的線上體驗,精益求精
•to drive a continual improvement of the online experience of
your customers and prospects,
轉化成你想要的結果(包含線上跟離線的)
•which translates into your desired outcomes (online and offline)
~ Web Analytics 2.0, Avinash Kaushik
8. 分析的層次
The What: Click Stream
•直接的基本資料-Visits, Visitors, Time on Site, Page Views, Bounce Rate, Source, etc.
The How Much: Multiple Outcomes Analysis
•將公司目標、評量標準與分析結合起來才有用,通常一個網站的產出有三種:增加營收、減
少成本、加強客戶滿意或忠誠度
The Why: Experimentation and Testing
•測試並改正,才可以了解失敗,而且網路上的失敗通常是很快就可以知道又相對不貴的學習
The Why: Voice of Customer
•質性研究
The What Else: Competitive Intelligence
•就是要知己知彼,比較才知道自己的位置
~ Web Analytics 2.0, Avinash Kaushik