From the contents:
The Business Of Web Monitoring
Chapter 1 Why Watch Websites?
A Fragmented View
Out with the Old, in with the New
A Note on Privacy: Tracking People
Chapter 2 What Business Are You In?
Chapter 3 What Could We Watch?
How Much Did Visitors Benefit My Business?
Where Is My Traffic Coming From?
What s Working Best (and Worst)?
How Good Is My Relationship with My Visitors?
How Healthy Is My Infrastructure?
How Am I Doing Against the Competition?
Where Are My Risks?
What Are People Saying About Me?
How Are My Site and Content Being Used Elsewhere?
The Tools at Our Disposal
Chapter 4 The Four Big Questions
What Did They Do?
How Did They Do It?
Why Did They Do It?
Could They Do It?
Putting It All Together
Analyzing Data Properly
A Complete Web Monitoring Maturity Model
Web Analytics, Usability, and the Voice of the Customer
Chapter 5 What Did They Do?: Web Analytics
Dealing with Popularity and Distance
The Core of Web Visibility
A Quick History of Analytics
The Three Stages of Analytics
Implementing Web Analytics
Sharing Analytics Data
Choosing an Analytics Platform
The Up-Front Work
Web Analytics Maturity Model
Chapter 6 How Did They Do It?: Monitoring Web Usability
Web Design Is a Hypothesis
Seeing the Content: Scrolling Behavior
Proper Interactions: Click Heatmaps
Data Input and Abandonment: Form Analysis
Individual Visits: Replay
Issues and Concerns
Web Interaction Analytics Maturity Model
Chapter 7 Why Did They Do It?: Voice of the Customer
The Travel Industry s Dilemma
They Aren t Doing What You Think They Are
What VOC Is
What VOC Isn t
Four Ways to Understand Users
Kicking Off a VOC Program
Deciding Who to Ask