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Web Metrics: Proven Methods for Measuring Web Site Success Paperback – June 15, 2002

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Editorial Reviews


"...A great book which actually manages to make a boring subject worth reading about..." (Internet News Bulletin, 18 September 2002)

"...if the book had been published earlier, perhaps there would have been less fallout from the bubble bursting..." (www. Suchmaschinen Optimierung (German), 17 September 2002)

"...innovative...provides you with everything you need to know to measure your online business strategy..." (www. Software Pro, 18 September 2002)

"...a useful book...useful to anyone in web development..." (Computer Bulletin, May 2003)

"...if you have lots of money and lots of staff, I would recommend you get this book..." (Cvu, June 2003)

"...the content is solid and valuable...a book worth buying..." (Performance Measurement and Metrics, August 03)

From the Back Cover

Learn how to determine whether a Web site is offering a competitive advantage

Despite the fact that numerous online ventures have recently fallen by the wayside, companies still realize that the Web plays an integral role in conducting business. They recognize the importance of measuring and analyzing the information gathered from their sites so they can find new ways to balance online and offline efforts. In this innovative book, leading Internet marketing expert Jim Sterne uncovers the latest tools and techniques that will help you determine if and how your Web site is adding value to your company. He clearly shows you how to use the range of available metrics to improve your Web marketing strategies. Incorporating his vast experience with clients such as Eastman Kodak, Ericsson, Sears Roebuck, and IBM, Sterne exposes the key issues facing corporate sites today. He then explains the role of Web metrics, detailing the criteria to follow in order to build a successful site and gain a competitive advantage in the marketplace.

Web Metrics provides you with everything you'll need to know to measure your online business strategy, including:
* Types of Web metrics tools, services, techniques, and standards for Web measurement
* Ways to fully integrate Web metrics with the customer experience
* Details on how to use metrics to meet specific business goals

The companion Web site includes links to online tools, resources, and white papers.

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Product Details

  • Paperback: 356 pages
  • Publisher: Wiley; 1 edition (June 15, 2002)
  • Language: English
  • ISBN-10: 0471220728
  • ISBN-13: 978-0471220725
  • Product Dimensions: 7.4 x 1 x 9.2 inches
  • Shipping Weight: 1.5 pounds (View shipping rates and policies)
  • Average Customer Review: 3.6 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Best Sellers Rank: #743,190 in Books (See Top 100 in Books)

More About the Author

Jim Sterne is an international speaker on electronic marketing and customer interaction. A consultant to Fortune 500 companies and entrepreneurs, Sterne focuses his twenty five years in sales and marketing on measuring the value of the Internet as a medium for creating and strengthening customer relationships.

Jim is the producer of the international eMetrics Summits and is the co-founder and current Chairman of the Digital Analytics Association

Named one of the 50 most influential people in digital marketing by Revolution, the United Kingdom's premier interactive marketing magazine at the time, Jim was more recently was named one of the top 25 Hot Speakers by the National Speakers Association.

Customer Reviews

Most Helpful Customer Reviews

28 of 31 people found the following review helpful By Mike Tarrani HALL OF FAMETOP 50 REVIEWER on July 28, 2002
Format: Paperback Verified Purchase
One key phrase from this book sticks in my mind and summarizes the entire theme of the book, "You know your Web site is serving pages. But is it serving company?" Indeed, this is the most business-focused book among the ones I've read on web metrics. The author focuses on two major areas: marketing and customer relationship management metrics, which are closely related. If you're seeking a more technical book, I recommend "Scaling for E-Business: Technologies, Models, Performance, and Capacity Planning" by Daniel A. Menasce and Virgilio A. F. Almeida.
Not only does this book go deeply into the business-related metrics, but it also shows how select the most meaningful metrics (you cannot economically measure or understand everything). It also shows you how to develop a strategy for gathering and using the metrics, including convincing upper management of the need for the strategy.
Interestingly, you can also take the information provided in this book and use it as the basis for a competitive intelligence strategy, because the very metrics that are meaningful to your business are also key indicators for your competitors. You can either benchmark your competitors, or determine if their measurement strategy is as mature as yours. While the author didn't explicitly cover this, the material in the book certainly gives you the foundation for such a strategy.
If you work in marketing or are responsible for CRM you'll find that the book's approach and wealth of ideas and techniques can be put to immediate use.
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20 of 22 people found the following review helpful By Jill H. Ellsworth on July 26, 2002
Format: Paperback
This is *the* book to read about web metrics and measuring web site success.
I read much of this book in a couple of days and found it to be superb -- clear, to the point, funny and informative. A really excellent, useful book -- I rarely read whole e-marketing type books because, to be honest, most of them bore me to tears.
This is a winner.
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13 of 15 people found the following review helpful By A Customer on July 29, 2002
Format: Paperback
A complete how-to book to determine the success of a Web site. Sterne clearly explains how to use metrics to quantify business goals. The tools, services, and techniques for measurement described in the book will be helpful for any e-business or other company with an Internet presence. A must-read.
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6 of 6 people found the following review helpful By . on November 4, 2006
Format: Paperback Verified Purchase
The tone of this book is pretty coversational but unorganized. The information in this book is pretty much out of date. For example, this book still talk a lot of banner ad which is almost out of the scope in today's ad on web, while talking little or nothing about PPC. It brings out some good old metric but nothing new. The technolgy foundation of this book is old and weak and can not reflect and keep up with the current trends.

This book is not efficient in pointing out things. It could be more condensed. I don't think this is neccessary to tell the whole author's personal story and some other trivial things to explain things. YOu would just need to point out the definition, and how to apply it, and how to interepte it and etc.

This book just includes a lot of unncessary personal story and waste reader's time. If you need a book which is right to the point and nothing more, this book is not right for you.
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8 of 9 people found the following review helpful By B McGlynn on August 4, 2004
Format: Paperback
Web Metrics is an important book for those of us on the business side. Why? It is a great basic introduction to the technical side of Web analytics, without being a textbook and with a good dose of framing business practices and objectives. That means that it helps focus technical people on business goals as they develop their analytics.

As a basic introduction to the ins and outs of Web analytics this book is great. Sterne leads you through what you get, how it gets there, and some of the angles on measuring. Web design and usability are discussed along with the array of patterns, formulas, and ratings when you add users in the mix. At every step of the way it is always related back to business needs and objectives.

One size, one style, one way does not fit all. Jim Sterne returns again and again to WHY as much as HOW. Sterne warns against getting attached and enamored by data that is not pushing your business goals. Standing in my own frame of reference on the business side, this is very much using metrics to measure the execution of your corporate strategy. If your strategy is aligned with execution your metrics show Web success. Given the cost of collecting data, the cost of storing it, and the cost of analyzing it and the cost of interpreting it - how much to invest in your Web channel depends on a solid, articulated strategy plan- not just the "goals du jour".

Compaq gets mentioned, as well as many other companies that are no longer in existence and some of the Web links he recommends are also long dead, though don't think this book is dated. If anything it is more relevant now that businesses have to be more effective.
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