Complete Web Monitoring

Table of Contents

Preface
How to Use This Book
What Will and Won’t Be Covered
Who You Are
What You Know
Conventions Used in This Book
Using Code Examples
How to Contact Us
Vendor Policy
Safari® Books Online
Reviewers
Acknowledgments
I. The Business Of Web Monitoring
1. Why Watch Websites?
A Fragmented View
Out with the Old, in with the New
A Note on Privacy: Tracking People
2. What Business Are You In?
Media Sites
Business Model
Transactional Sites
Business Model
Collaboration Sites
Business Model
Software-as-a-Service Applications
Business Model
3. What Could We Watch?
How Much Did Visitors Benefit My Business?
Conversion and Abandonment
Click-Throughs
Offline Activity
User-Generated Content
Subscriptions
Billing and Account Use
Where Is My Traffic Coming From?
Referring Websites
Inbound Links from Social Networks
Visitor Motivation
What’s Working Best (and Worst)?
Site Effectiveness
Ad and Campaign Effectiveness
Findability and Search Effectiveness
Trouble Ticketing and Escalation
Content Popularity
Usability
User Productivity
Community Rankings and Rewards
How Good Is My Relationship with My Visitors?
Loyalty
Enrollment
Reach
How Healthy Is My Infrastructure?
Availability and Performance
Service Level Agreement Compliance
Content Delivery
Capacity and Flash Traffic: When Digg and Twitter Come to Visit
Impact of Performance on Outcomes
Traffic Spikes from Marketing Efforts
Seasonal Usage Patterns
How Am I Doing Against the Competition?
Site Popularity and Ranking
How People Are Finding My Competitors
Relative Site Performance
Competitor Activity
Where Are My Risks?
Trolling and Spamming
Copyright and Legal Liability
Fraud, Privacy, and Account Sharing
What Are People Saying About Me?
Site Reputation
Trends
Social Network Activity
How Are My Site and Content Being Used Elsewhere?
API Access and Usage
Mashups, Stolen Content, and Illegal Syndication
Integration with Legacy Systems
The Tools at Our Disposal
Collection Tools
Search Systems
Testing Services
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
Always Compare
Segment Everything
Don’t Settle for Averages
A Complete Web Monitoring Maturity Model
Level 1: Technical Details
Level 2: Minding Your Own House
Level 3: Engaging the Internet
Level 4: Building Relationships
Level 5: Web Business Strategy
The Watching Websites Maturity Model
II. Web Analytics, Usability, and the Voice of the Customer
5. What Did They Do?: Web Analytics
Dealing with Popularity and Distance
The Core of Web Visibility
A Quick History of Analytics
From IT to Marketing
From Hits to Pages: Tracking Reach
From Pages to Visits: The Rise of the Cookie
From Visits to Outcomes: Tracking Goals
From Technology to Meaning: Tagging Content
An Integrated View
Places and Tasks
The Three Stages of Analytics
Finding the Site: The Long Funnel
Using the Site: Tracking Your Visitors
Leaving the Site: Parting Is Such Sweet Sorrow
Desirable Outcomes
Implementing Web Analytics
Define Your Site’s Goals
Set Up Data Capture
Set Up Filters
Identify Segments You Want to Analyze
Tag Your Pages to Give Them Meaning
Campaign Integration
Go Live and Verify Everything
Sharing Analytics Data
Repeat Consistently
Start Experimenting
Choosing an Analytics Platform
Free Versus Paid
Real-Time Versus Trending
Hosted Versus In-House
Data Portability
The Up-Front Work
What You Get for Free
What You Get with a Bit of Work
What You Get with a Bit More Work
What You Get with a Lot of Work
Web Analytics Maturity Model
6. How Did They Do It?: Monitoring Web Usability
Web Design Is a Hypothesis
Four Kinds of Interaction
Seeing the Content: Scrolling Behavior
Scrolling As a Metric of Visibility
Proper Interactions: Click Heatmaps
Usability and Affordance
Analyzing Mouse Interactions
Data Input and Abandonment: Form Analysis
Individual Visits: Replay
Stalking Efficiently: What You Replay Depends on the Problem You’re Solving
Retroactive Segmentation: Answering “What If?”
Implementing WIA
Knowing Your Design Assumptions
Deciding What to Capture
Instrumenting and Collecting Interactions
Issues and Concerns
What if the Page Changes?
Visitor Actions WIA Can’t See
Dynamic Naming and Page Context
Browser Rendering Issues
Different Clicks Have Different Meanings
The Impact of WIA Capture on Performance
Playback, Page Neutering, and Plug-in Components
Privacy
Web Interaction Analytics Maturity Model
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
Insight and Clues
Subjective Scoring
Demographics
Surfographics
Collection of Visit Mechanics Unavailable Elsewhere
What VOC Isn’t
It’s Not a Substitute for Other Forms of Collection
It’s Not Representative of Your User Base
It’s Not an Alternative to a Community
It’s Not a Substitute for Enrollment
Four Ways to Understand Users
Kicking Off a VOC Program
Planning the Study
The Kinds of Questions to Ask
Designing the Study’s Navigation
Why Surveys Fail
Integrating VOC into Your Website
Trying the Study
Choosing Respondents
Deciding Who to Ask
Private Panels
Disqualifying Certain Visitor Types
Encouraging Participation
Getting Great Response Rates
Setting Expectations
Permission to Follow Up
Improving Your Results
Analyzing the Data
Integrating VOC Data with Other Analytics
Advantages, Concerns, and Caveats
Learning What to Try Next
Becoming Less About Understanding, More About Evaluating Effectiveness
You May Have to Ask Redundant Questions
Voice of the Customer Maturity Model
III. Web Performance and End User Experience
8. Could They Do It?: End User Experience Management
What’s User Experience? What’s Not?
ITIL and Apdex: IT Best Practices
Why Care About Performance and Availability?
Things That Affect End User Experience
The Anatomy of a Web Session
Finding the Destination
Establishing a Connection
Securing the Connection
Retrieving an Object
Getting a Page
Getting a Series of Pages
Wrinkles: Why It’s Not Always That Easy
DNS Latency
Multiple Possible Sources
Slow Networks
Fiddling with Things: The Load Balancer
Server Issues
Client Issues
Other Factors
Browser Add-ons Are the New Clients
Timing User Experience with Browser Events
Nonstandard Web Traffic
A Table of EUEM Problems
Measuring by Hand: Developer Tools
Network Problems: Sniffing the Wire
Application Problems: Looking at the Desktop
Internet Problems: Testing from Elsewhere
Places and Tasks in User Experience
Place Performance: Updating the Container
Task Performance: Moving to the Next Step
Conclusions
9. Could They Do It?: Synthetic Monitoring
Monitoring Inside the Network
Using the Load Balancer to Test
Monitoring from Outside the Network
A Cautionary Tale
What Can Go Wrong?
Why Use a Service?
Different Tests for Different Tiers
Testing DNS
Getting There from Here: Traceroute
Testing Network Connectivity: Ping
Asking for a Single Object: HTTP GETs
Beyond Status Codes: Examining the Response
Parsing Dynamic Content
Beyond a Simple GET: Compound Testing
Getting the Whole Picture: Page Testing
Monitoring a Process: Transaction Testing
Data Collection: Pages or Objects?
Is That a Real Browser or Just a Script?
Configuring Synthetic Tests
Test Count: How Much Is Too Much?
Test Interval: How Frequently Should You Test?
Client Variety: How Should I Mimic My Users?
Geographic Distribution: From Where Should You Test?
Putting It All Together
Setting Up the Tests
Setting Up Alerts
Aggregation and Visualization
Advantages, Concerns, and Caveats
No Concept of Load
Muddying the Analytics
Checking Up on Your Content Delivery Networks
Rich Internet Applications
Site Updates Kill Your Tests
Generating Excessive Traffic
Data Exportability
Competitive Benchmarking
Tests Don’t Reflect Actual User Experience
Synthetic Monitoring Maturity Model
10. Could They Do It?: Real User Monitoring
RUM and Synthetic Testing Side by Side
How We Use RUM
Proving That You Met SLA Targets
Supporting Users and Resolving Disputes
“First-Cause” Analysis
Helping to Configure Synthetic Tests
As Content for QA in New Tests
Capturing End User Experience
How RUM Works
Server-Side Capture: Putting the Pieces Together
Client-Side Capture: Recording Milestones
What We Record About a Page
Deciding How to Collect RUM Data
Server Logging
Reverse Proxies
Inline (Sniffers and Passive Analysis)
Agent-Based Capture
JavaScript
JavaScript and Episodes
RUM Reporting: Individual and Aggregate Views
RUM Concerns and Trends
Cookie Encryption and Session Reassembly
Privacy
RIA Integration
Storage Issues
Exportability and Portability
Data Warehousing
Network Topologies and the Opacity of the Load Balancer
Real User Monitoring Maturity Model
IV. Online Communities, Internal Communities, and Competitors
11. What Did They Say?: Online Communities
New Ways to Interact
Consumer Technology
Vocal Markets
Where Communities Come from
Digital Interactions
Making It Easy for Everyone
Online Communities on the Web
Deciding What Mattered
Email for Everyone, Everywhere
Instant Gratification
Everyone’s a Publisher
Microblogging Tells the World What We’re Thinking
12. Why Care About Communities?
The Mouth of the Long Funnel
A New Kind of PR
Broadcast Marketing Communications
Online Marketing Communications
Viral Marketing: Pump Up the Volume
Community Marketing: Improving the Signal
Support Communities: Help Those Who Help Themselves
What Makes a Good Support Community?
Risk Avoidance: Watching What the Internet Thinks
Business Agility: Iterative Improvements
A Climate of Faster Change
Getting Leads: Referral Communities
13. The Anatomy of a Conversation
The Participants: Who’s Talking?
Internal Community Advocates
External Community Members
The Topics: What Are They Talking About?
The Places: Where Are They Talking?
Different Community Models
User Groups, Newsgroups, and Mailing Lists
Forums
Real-Time Communication Tools
Social Networks
Blogs
Wikis
Micromessaging
Social News Aggregators
Combined Platforms
Why Be Everywhere?
Monitoring Communities
14. Tracking and Responding
Searching a Community
Searching Groups and Mailing Lists
Searching Forums
Searching Real-Time Chat Systems
Searching Social Networks
Searching Blogs
Searching Wikis
Searching Micromessaging Tools
Searching Social News Aggregators
Cross-Platform Searching
Joining a Community
Joining Groups and Mailing Lists
Joining Forums
Joining Real-Time Chat Systems
Joining Social Networks
Joining Blogs
Joining Wikis
Joining Micromessaging Tools
Joining Social News Aggregators
Moderating a Community
Moderating Groups and Mailing Lists
Moderating Forums
Moderating Real-Time Chat Systems
Moderating Social Networks
Moderating Blogs
Moderating Wikis
Moderating Micromessaging Tools
Moderating Social News Aggregators
Running a Community
Running Groups and Mailing Lists
Running Forums
Running Real-Time Chat Systems
Running Social Networks
Running Blogs
Running Wikis
Running Micromessaging Tools
Running Social News Aggregators
Putting It All Together
Measuring Communities and Outcomes
Single Impression
Read Content
Used the Site
Returning
Enrolled
Engaged
Spreading
Converted
Reporting the Data
What’s in a Community Report?
The Mechanics of Tracking the Long Funnel
Responding to the Community
Join the Conversation
Amplify the Conversation
Make the Conversation Personal
Community Listening Platforms
How Listening Tools Find the Conversations
How Tools Aggregate the Content
How Tools Manage the Response
Community Monitoring Maturity Model
15. Internally Focused Communities
Knowledge Management Strategies
Internal Community Platform Examples
Chat
Social Networks
Wikis
Micromessaging Tools
Social News Aggregators
The Internal Community Monitoring Maturity Model
16. What Are They Plotting?: Watching Your Competitors
Watching Competitors’ Sites
Do I Have Competitors I Don’t Know About?
Are They Getting More Traffic?
Do They Have a Better Reputation?
PageRank
SEO Ranking
Technorati
Are Their Sites Healthier Than Mine?
Is Their Marketing and Branding Working Better?
Are Their Sites Easier to Use or Better Designed?
Have They Made Changes I Can Use?
Preparing a Competitive Report
What’s in a Weekly Competitive Report
Communicating Competitive Information
Competitive Monitoring Maturity Model
V. Putting It All Together
17. Putting It All Together
Simplify, Simplify, Simplify
Drill Down and Drill Up
Visualization
Segmentation
Efficient Alerting
Getting It All in the Same Place
Unified Provider
Data Warehouse
The Single Pane of Glass: Mashups
Alerting Systems
Tying Together Offsite and Onsite Data
Visitor Self-Identification
Using Shared Keys
18. What’s Next?: The Future of Web Monitoring
Accounting and Optimization
From Visits to Visitors
Personal Identity Is Credibility
From Pages to Places and Tasks
Mobility
Blurring Offline and Online Analytics
Standardization
Agencies Versus Individuals
Monetizing Analytics
Carriers
Search Engines
URL Shorteners
Social Networks
SaaS Providers
A Holistic View
The Move to a Long Funnel
A Complete Maturity Model
A Complete Perspective
The Unfinished Ending
A. KPIs for the Four Types of Site
Tailoring the Monitoring Mix to Media Sites
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 Users?
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?
Tailoring the Monitoring Mix to Transactional Sites
How Much Did Visitors Benefit My Business?
Where Is My Traffic Coming from, and Why?
What’s Working Best (and Worst)?
How Good Is My Relationship with My Users?
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?
Tailoring the Monitoring Mix to Collaborative Sites
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 Users?
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?
Tailoring the Monitoring Mix to SaaS Sites
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 Users?
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?
Index
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