• Define Web Analytics and distinguish among the core concepts of Web Data, Web Metrics, Web Analytics, and Web Measurement
• List seven potential business benefits of Web Analytics
• Account for seven potential cost items in any Web Analytics solution
• Identify eight potential internal roles that your team might require for an effective solution
• Articulate twelve use cases for Web Analytics, grouped according to functional requirements, website orientation, and internal resource availability

Module2: Core Architectures & Technical Services

• Distinguish between two core architectural approaches
• Identify the three main types of data collection, as well as the pros and cons of each
• Articulate the value of data verification and sampling
• Identify the tradeoffs among different approaches to tracking individual visitors, including key issues with cookie‐based tracking
• Describe the two common methods for tracking mobile users and their shortcomings
• Distinguish between two competing approaches to tracking video usage, including pros and cons of each
• Identify workarounds for dealing with “Web 2.0” challenges like RSS and user‐generated content

Module 3: Web Analytics Business Services

• List “standard reports” and cite examples
• Articulate the differences among different types of “dashboards”
• Describe the value of more “advanced” reporting services, like segmentation, data mining, and campaign analysis
• Understand the differences among various types of auxiliary services in general, and data integration in particular
• Cite key considerations when assessing the usability of a system and its reports
• Describe your organization’s needs in respect to user management and report distribution services

Module 4: Selecting & Implementing Web Analytics

• Articulate a standard process for documenting Web Analytics requirements
• Identify five key categories of metrics requirements
• Categorize two‐dozen Web Analytics vendors according to four marketplace categories
• Develop a technology selection roadmap, based on organizational objectives, functional requirements, and scenario fits
• Match a Web Analytics development project to a standard technology project methodology
• Contrast three approaches for securing external help
• Articulate at least four implementation best practices

Labels: CMS Watch, Web Analytics

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