| Preface | | xix | |
| Part I. The Business of Web Monitoring |
| |
| | 3 | |
| | 4 | |
| Out with the Old, in with the New |
| | 4 | |
| A Note on Privacy: Tracking People |
| | 5 | |
| What Business Are You In? |
| | 7 | |
| | 8 | |
| | 8 | |
| | 9 | |
| | 10 | |
| | 11 | |
| | 11 | |
| Software-as-a-Service Applications |
| | 13 | |
| | 13 | |
| | 15 | |
| How Much Did Visitors Benefit My Business? |
| | 15 | |
| Conversion and Abandonment |
| | 16 | |
| | 16 | |
| | 17 | |
| | 19 | |
| | 20 | |
| | 21 | |
| Where Is My Traffic Coming From? |
| | 21 | |
| | 22 | |
| Inbound Links from Social Networks |
| | 22 | |
| | 24 | |
| What's Working Best (and Worst)? |
| | 24 | |
| | 24 | |
| Ad and Campaign Effectiveness |
| | 25 | |
| Findability and Search Effectiveness |
| | 25 | |
| Trouble Ticketing and Escalation |
| | 26 | |
| | 26 | |
| | 27 | |
| | 27 | |
| Community Rankings and Rewards |
| | 28 | |
| How Good Is My Relationship with My Visitors? |
| | 28 | |
| | 28 | |
| | 29 | |
| | 29 | |
| How Healthy is My Infrastructure? |
| | 29 | |
| Availability and Performance |
| | 30 | |
| Service Level Agreement Compliance |
| | 31 | |
| | 32 | |
| Capacity and Flash Traffic: When Digg and Twitter Come to Visit |
| | 33 | |
| Impact of Performance on Outcomes |
| | 35 | |
| Traffic Spikes from Marketing Efforts |
| | 36 | |
| | 37 | |
| How Am I Doing Against the Competition? |
| | 38 | |
| Site Popularity and Ranking |
| | 38 | |
| How People are Finding My Competitors |
| | 40 | |
| Relative Site Performance |
| | 41 | |
| | 42 | |
| | 42 | |
| | 42 | |
| Copyright and Legal Liability |
| | 45 | |
| Fraud, Privacy, and Account Sharing |
| | 45 | |
| What are People Saying About Me? |
| | 46 | |
| | 47 | |
| | 47 | |
| | 48 | |
| How Are My Site and Content Being Used Elsewhere? |
| | 48 | |
| | 49 | |
| Mashups, Stolen Content, and Illegal Syndication |
| | 49 | |
| Integration with Legacy Systems |
| | 51 | |
| The Tools at Our Disposal |
| | 51 | |
| | 51 | |
| | 52 | |
| | 52 | |
| | 53 | |
| | 53 | |
| | 54 | |
| | 55 | |
| | 55 | |
| | 56 | |
| | 57 | |
| | 57 | |
| | 57 | |
| Don't Settle for Averages |
| | 58 | |
| A Complete Web Monitoring Maturity Model |
| | 59 | |
| | 60 | |
| | 60 | |
| | 60 | |
| | 61 | |
| | 62 | |
| The Watching Websites Maturity Model |
| | 62 | |
| Part II. Web Analytics, Usability, and the Voice of the Customer |
| |
| What Did They Do?: Web Analytics |
| | 67 | |
| Dealing with Popularity and Distance |
| | 68 | |
| The Core of Web Visibility |
| | 69 | |
| A Quick History of Analytics |
| | 69 | |
| | 71 | |
| From Hits to Pages: Tracking Reach |
| | 73 | |
| From Pages to Visits: The Rise of the Cookie |
| | 74 | |
| From Visits to Outcomes: Tracking Goals |
| | 78 | |
| From Technology to Meaning: Tagging Content |
| | 80 | |
| | 84 | |
| | 86 | |
| The Three Stages of Analytics |
| | 89 | |
| Finding the Site: The Long Funnel |
| | 90 | |
| Using the Site: Tracking Your Visitors |
| | 100 | |
| Leaving the Site: Parting is Such Sweet Sorrow |
| | 106 | |
| | 108 | |
| Implementing Web Analytics |
| | 111 | |
| | 112 | |
| | 114 | |
| | 129 | |
| Identify Segments You Want to Analyze |
| | 130 | |
| Tag Your Pages to Give Them Meaning |
| | 131 | |
| | 134 | |
| Go Live and Verify Everything |
| | 136 | |
| | 139 | |
| | 140 | |
| | 141 | |
| Choosing an Analytics Platform |
| | 144 | |
| | 145 | |
| Real-Time Versus Trending |
| | 145 | |
| | 146 | |
| | 146 | |
| | 146 | |
| | 147 | |
| What You Get with a Bit of Work |
| | 147 | |
| What You Get with a Bit More Work |
| | 147 | |
| What You Get with a Lot of Work |
| | 147 | |
| Web Analytics Maturity Model |
| | 147 | |
| How Did They Do It?: Monitoring Web Usability |
| | 149 | |
| Web Design is a Hypothesis |
| | 149 | |
| Four Kinds of Interaction |
| | 150 | |
| Seeing the Content: Scrolling Behavior |
| | 151 | |
| Scrolling As a Metric of Visibility |
| | 152 | |
| Proper Interactions: Click Heatmaps |
| | 154 | |
| | 156 | |
| Analyzing Mouse Interactions |
| | 158 | |
| Data Input and Abandonment: Form Analysis |
| | 160 | |
| Individual Visits: Replay |
| | 163 | |
| Stalking Efficiently: What You Replay Depends on the Problem You're Solving |
| | 164 | |
| Retroactive Segmentation: Answering ``What If?'' |
| | 172 | |
| | 173 | |
| Knowing Your Design Assumptions |
| | 174 | |
| | 175 | |
| Instrumenting and Collecting Interactions |
| | 175 | |
| | 181 | |
| What if the Page Changes? |
| | 181 | |
| Visitor Actions WIA Can't See |
| | 182 | |
| Dynamic Naming and Page Context |
| | 182 | |
| | 183 | |
| Different Clicks Have Different Meanings |
| | 183 | |
| The Impact of WIA Capture on Performance |
| | 184 | |
| Playback, Page Neutering, and Plug-in Components |
| | 184 | |
| | 185 | |
| Web Interaction Analytics Maturity Model |
| | 188 | |
| Why Did They Do It?: Voice of the Customer |
| | 189 | |
| The Travel Industry's Dilemma |
| | 190 | |
| They Aren't Doing What You Think They Are |
| | 191 | |
| | 192 | |
| | 194 | |
| | 195 | |
| | 195 | |
| | 196 | |
| Collection of Visit Mechanics Unavailable Elsewhere |
| | 198 | |
| | 199 | |
| It's Not a Substitue for Other Forms of Collection |
| | 199 | |
| It's Not Representative of Your User Base |
| | 199 | |
| It's Not an Alternative to a Community |
| | 200 | |
| It's Not a Substitute for Enrollment |
| | 200 | |
| Four Ways to Understand Users |
| | 200 | |
| Kicking Off a VOC Program |
| | 202 | |
| | 202 | |
| The Kinds of Questions to Ask |
| | 204 | |
| Designing the Study's Navigation |
| | 207 | |
| | 208 | |
| Integrating VOC into Your Website |
| | 214 | |
| | 215 | |
| | 216 | |
| | 222 | |
| | 223 | |
| Disqualifying Certain Visitor Types |
| | 224 | |
| Encouraging Participation |
| | 224 | |
| Getting Great Response Rates |
| | 224 | |
| | 229 | |
| | 229 | |
| | 230 | |
| | 232 | |
| Integrating VOC Data with Other Analytics |
| | 239 | |
| Advantages, Concerns, and Caveats |
| | 241 | |
| Learning What to Try Next |
| | 241 | |
| Becoming Less About Understanding, More About Evaluating Effectiveness |
| | 241 | |
| You May Have to Ask Redundant Questions |
| | 242 | |
| Voice of the Customer Maturity Model |
| | 242 | |
| Part III. Web Performance and End User Experience |
| |
| Could They Do It?: End User Experience Management |
| | 245 | |
| What's User Experience? What's Not? |
| | 246 | |
| ITIL and Apdex: IT Best Practices |
| | 246 | |
| Why Care About Performance and Availability? |
| | 248 | |
| Things That Affect End User Experience |
| | 252 | |
| The Anatomy of a Web Session |
| | 254 | |
| | 256 | |
| Establishing a Connection |
| | 257 | |
| | 262 | |
| | 262 | |
| | 267 | |
| Getting a Series of Pages |
| | 272 | |
| Wrinkles: Why It's Not Always That Easy |
| | 272 | |
| | 272 | |
| Multiple Possible Sources |
| | 274 | |
| | 276 | |
| Fiddling with Things: The Load Balancer |
| | 284 | |
| | 286 | |
| | 292 | |
| | 297 | |
| Browser Add-ons Are the New Clients |
| | 297 | |
| Timing User Experience with Browser Events |
| | 299 | |
| | 300 | |
| | 303 | |
| Measuring by Hand: Developer Tools |
| | 304 | |
| Network Problems: Sniffing the Wire |
| | 304 | |
| Application Problems: Looking at the Desktop |
| | 305 | |
| Internet Problems: Testing from Elsewhere |
| | 306 | |
| Places and Tasks in User Experience |
| | 311 | |
| Place Performance: Updating the Container |
| | 311 | |
| Task Performance: Moving to the Next Step |
| | 312 | |
| | 312 | |
| Could They Do It?: Synthetic Monitoring |
| | 315 | |
| Monitoring Inside the Network |
| | 315 | |
| Using the Load Balancer to Test |
| | 316 | |
| Monitoring from Outside the Network |
| | 317 | |
| | 317 | |
| | 318 | |
| | 319 | |
| Different Tests for Different Tiers |
| | 321 | |
| | 321 | |
| Getting There from Here: Traceroute |
| | 321 | |
| Testing Network Connectivity: Ping |
| | 322 | |
| Asking for a Single Object: HTTP GETs |
| | 324 | |
| Beyond Status Codes: Examining the Response |
| | 324 | |
| | 325 | |
| Beyond a Simple GET: Compound Testing |
| | 328 | |
| Getting the Whole Picture: Page Testing |
| | 328 | |
| Monitoring a Process: Transaction Testing |
| | 330 | |
| Data Collection: Pages or Objects? |
| | 333 | |
| Is That a Real Browser or Just a Script? |
| | 334 | |
| Configuring Synthetic Tests |
| | 336 | |
| Test Count: How Much Is Too Much? |
| | 337 | |
| Test Interval: How Frequently Should You Test? |
| | 337 | |
| Client Variety: How Should I Mimic My Users? |
| | 338 | |
| Geographic Distribution: From Where Should You Test? |
| | 340 | |
| | 342 | |
| | 343 | |
| | 343 | |
| Aggregation and Visualization |
| | 346 | |
| Advantages, Concerns, and Caveats |
| | 348 | |
| | 348 | |
| | 349 | |
| Checking Up on Your Content Delivery Networks |
| | 349 | |
| Rich Internet Applications |
| | 349 | |
| Site Updates Kill Your Tests |
| | 350 | |
| Generating Excessive Traffic |
| | 350 | |
| | 350 | |
| | 351 | |
| Tests Don't Reflect Actual User Experience |
| | 351 | |
| Synthetic Monitoring Maturity Model |
| | 351 | |
| Could They Do It?: Real User Monitoring |
| | 353 | |
| RUM and Synthetic Testing Side by Side |
| | 355 | |
| | 356 | |
| Proving That You Met SLA Targets |
| | 356 | |
| Supporting Users and Resolving Disputes |
| | 357 | |
| | 357 | |
| Helping to Configure Synthetic Tests |
| | 358 | |
| As Content for QA in New Tests |
| | 358 | |
| Capturing End User Experience |
| | 358 | |
| | 359 | |
| Server-Side Capture: Putting the Pieces Together |
| | 360 | |
| Client-Side Capture: Recording Milestones |
| | 360 | |
| What We Record About a Page |
| | 361 | |
| Deciding How to Collect RUM Data |
| | 367 | |
| | 368 | |
| | 369 | |
| Inline (Sniffers and Passive Analysis) |
| | 370 | |
| | 373 | |
| | 374 | |
| | 377 | |
| RUM Reporting: Individual and Aggregate Views |
| | 380 | |
| | 381 | |
| Cookie Encryption and Session Reassembly |
| | 381 | |
| | 381 | |
| | 382 | |
| | 382 | |
| Exportability and Portability |
| | 383 | |
| | 385 | |
| Network Topologies and the Opacity of the Load Balancer |
| | 385 | |
| Real User Monitoring Maturity Model |
| | 385 | |
| Part IV. Online Communities, Internal Communities, and Competitors |
| |
| What Did They Say?: Online Communities |
| | 389 | |
| | 389 | |
| | 389 | |
| | 390 | |
| Where Communities Come from |
| | 391 | |
| | 391 | |
| Making It Easy for Everyone |
| | 393 | |
| Online Communities on the Web |
| | 394 | |
| | 394 | |
| Email for Everyone, Everywhere |
| | 396 | |
| | 396 | |
| | 398 | |
| Microblogging Tells the World What We're Thinking |
| | 399 | |
| Why Care About Communities? |
| | 405 | |
| The Mouth of the Long Funnel |
| | 406 | |
| | 407 | |
| Broadcast Marketing Communications |
| | 407 | |
| Online Marketing Communications |
| | 410 | |
| Viral Marketing: Pump Up the Volume |
| | 411 | |
| Community Marketing: Improving the Signal |
| | 417 | |
| Support Communities: Help Those Who Help Themselves |
| | 420 | |
| What Makes a Good Support Community? |
| | 421 | |
| Risk Avoidance: Watching What the Internet Thinks |
| | 423 | |
| Business Agility: Iterative Improvements |
| | 424 | |
| A Climate of Faster Change |
| | 424 | |
| Getting Leads: Referral Communities |
| | 426 | |
| The Anatomy of a Conversation |
| | 429 | |
| The Participants: Who's Talking? |
| | 429 | |
| Internal Community Advocates |
| | 429 | |
| External Community Members |
| | 432 | |
| The Topics: What are They Talking About? |
| | 438 | |
| The Places: Where are They Talking? |
| | 448 | |
| Different Community Models |
| | 449 | |
| User Groups, Newsgroups, and Mailing Lists |
| | 451 | |
| | 455 | |
| Real-Time Communication Tools |
| | 456 | |
| | 459 | |
| | 464 | |
| | 465 | |
| | 468 | |
| | 474 | |
| | 476 | |
| | 476 | |
| | 477 | |
| | 479 | |
| | 481 | |
| Searching Groups and Mailing Lists |
| | 482 | |
| | 485 | |
| Searching Real-Time Chat Systems |
| | 487 | |
| Searching Social Networks |
| | 487 | |
| | 490 | |
| | 490 | |
| Searching Micromessaging Tools |
| | 491 | |
| Searching Socia News Aggregators |
| | 493 | |
| | 495 | |
| | 495 | |
| Joining Groups and Mailing Lists |
| | 497 | |
| | 497 | |
| Joining Real-Time Chat Systems |
| | 498 | |
| | 498 | |
| | 499 | |
| | 500 | |
| Joining Micromessaging Tools |
| | 501 | |
| Joining Social News Aggregators |
| | 501 | |
| | 501 | |
| Moderating Groups and Mailing Lists |
| | 502 | |
| | 502 | |
| Moderating Real-Time Chat Systems |
| | 503 | |
| Moderating Social Networks |
| | 504 | |
| | 504 | |
| | 505 | |
| Moderating Micromessaging Tools |
| | 505 | |
| Moderating Social News Aggregators |
| | 505 | |
| | 506 | |
| Running Groups and Mailing Lists |
| | 507 | |
| | 507 | |
| Running Real-Time Chat Systems |
| | 507 | |
| | 509 | |
| | 510 | |
| | 510 | |
| Running Micromessaging Tools |
| | 513 | |
| Running Social News Aggregators |
| | 513 | |
| | 514 | |
| Measuring Communities and Outcomes |
| | 515 | |
| | 515 | |
| | 516 | |
| | 516 | |
| | 516 | |
| | 517 | |
| | 518 | |
| | 518 | |
| | 518 | |
| | 518 | |
| What's in a Community Report? |
| | 519 | |
| The Mechanics of Tracking the Long Funnel |
| | 520 | |
| Responding to the Community |
| | 527 | |
| | 528 | |
| | 530 | |
| Make the Conversation Personal |
| | 530 | |
| Community Listening Platforms |
| | 530 | |
| How Listening Tools Find the Conversations |
| | 532 | |
| How Tools Aggregate the Content |
| | 532 | |
| How Tools Manage the Response |
| | 537 | |
| Community Monitoring Maturity Model |
| | 538 | |
| Internally Focused Communities |
| | 539 | |
| Knowledge Management Strategies |
| | 540 | |
| Internal Community Platform Examples |
| | 541 | |
| | 541 | |
| | 542 | |
| | 544 | |
| | 544 | |
| | 545 | |
| The Internal Community Monitoring Maturity Model |
| | 546 | |
| What Are They Plotting?: Watching Your Competitors |
| | 547 | |
| Watching Competitors' Sites |
| | 549 | |
| Do I Have Competitors I Don't Know About? |
| | 549 | |
| Are They Getting More Traffic? |
| | 550 | |
| Do They Have a Better Reputation? |
| | 552 | |
| | 553 | |
| | 553 | |
| | 555 | |
| Are Their Sites Healthier Than Mine? |
| | 555 | |
| Is Their Marketing and Branding Working Better? |
| | 556 | |
| Are Their Sites Easier to Use or Better Designed? |
| | 558 | |
| Have They Made Changes I Can Use? |
| | 558 | |
| Preparing a Competitive Report |
| | 559 | |
| What's in a Weekly Competitive Report |
| | 559 | |
| Communicating Competitive Information |
| | 559 | |
| Competitive Monitoring Maturity Model |
| | 560 | |
| Part V. Putting It All Together |
| |
| | 563 | |
| Simplify, Simplify, Simplify |
| | 564 | |
| | 564 | |
| | 564 | |
| | 565 | |
| | 565 | |
| Getting It All in the Same Place |
| | 565 | |
| | 566 | |
| | 566 | |
| The Single Pane of Glass: Mashups |
| | 570 | |
| | 577 | |
| Tying Together Offsite and Onsite Data |
| | 578 | |
| Visitor Self-Identification |
| | 578 | |
| | 579 | |
| What's Next?: The Future of Web Monitoring |
| | 581 | |
| Accounting and Optimization |
| | 582 | |
| | 582 | |
| Personal Identity Is Credibility |
| | 585 | |
| From Pages to Places and Tasks |
| | 585 | |
| | 586 | |
| Blurring Offline and Online Analytics |
| | 586 | |
| | 586 | |
| Agencies Versus Individuals |
| | 587 | |
| | 588 | |
| | 588 | |
| | 589 | |
| | 589 | |
| | 589 | |
| | 591 | |
| | 591 | |
| The Move to a Long Funnel |
| | 592 | |
| A Complete Maturity Model |
| | 593 | |
| | 596 | |
| | 597 | |
| Appendix: KPIs for the Four Types of Site | | 599 | |
| Index | | 617 | |
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