Product Description

There now exists a wealth of tools and techniques that can determine if and how a Web site is providing business value to its owners. This book is a survey of those metrics and is as important to IT executives as it is to marketing professionals.
* Jim Sterne is recognized worldwide as a leading Internet business expert and is the author of several Wiley books, including WWW Marketing, Third Edition (0-471-41621-5)
* Explains the criteria for building a successful site, surveying the tools, services, techniques, and standards for Web measurement, and fully integrating those metrics with the customer experience
* Companion Web site contains links to online tools, resources, and white papers

Product Details

• Amazon Sales Rank: #148189 in Books
• Published on: 2002-06-15
• Released on: 2002-06-17
• Original language: English
• Number of items: 1
• Binding: Paperback
• 356 pages

Features

• ISBN13: 9780471220725
• Condition: USED - VERY GOOD
• Notes:
• Click here to view our Condition Guide and Shipping Prices

Review
"...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 dot.com 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)

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

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

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

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

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

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

…A great book which actually manages to make a boring subject worth reading about… -- Internet News Bulletin, 18 September 2002

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.

About the Author
JIM STERNE is a leading expert on Internet marketing, specializing in creating strategies for business. As an author, a consultant to Fortune 500 companies and Internet entrepreneurs, and a public speaker, he focuses on the changing landscape of the World Wide Web as a medium for creating and strengthening customer relationships. With a special emphasis on Web metrics, his company, Target Marketing is dedicated to helping companies understand the possibilities and manage the realities of conducting business online.

Customer Reviews

A "must read" for marketing and CRM professionals
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. As a side note, if you are using this book in conjunction with a CRM strategy, you'll also want to read "The CRM Handbook: A Business Guide to Customer Relationship Management" by Jill Dyché, which touches upon the metrics aspects presented in this book, and goes deeper into CRM.

In addition to the material presented in the book, the accompanying web site is equally as valuable, especially the numerous links to related material that is grouped by book chapter.

This is a Keeper
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.

Everything You Need to Know
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.