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Contents 13

2. Response Cycle 379
Query Analyzer 379
Document Matcher/Ranker 379
How Does Google Do It? 381
▶ ApplicAtion cAse 8.2 IGN Increases Search Traffic by 1500 Percent 383
8.5 Search Engine Optimization 384
Methods for Search Engine Optimization 385
▶ ApplicAtion cAse 8.3 Understanding Why Customers Abandon
Shopping Carts Results in $10 Million Sales Increase 387
8.6 Web Usage Mining (Web Analytics) 388
Web Analytics Technologies 389
▶ ApplicAtion cAse 8.4 Allegro Boosts Online Click-Through Rates by
500 Percent with Web Analysis 390
Web Analytics Metrics 392
Web Site Usability 392
Traffic Sources 393
Visitor Profiles 394
Conversion Statistics 394
8.7 Web Analytics Maturity Model and Web Analytics Tools 396
Web Analytics Tools 398
Putting It All Together—A Web Site Optimization Ecosystem 400
A Framework for Voice of the Customer Strategy 402
8.8 Social Analytics and Social Network Analysis 403
Social Network Analysis 404
Social Network Analysis Metrics 405
▶ ApplicAtion cAse 8.5 Social Network Analysis Helps
Telecommunication Firms 405
Connections 406
Distributions 406
Segmentation 407
8.9 Social Media Definitions and Concepts 407
How Do People Use Social Media? 408
▶ ApplicAtion cAse 8.6 Measuring the Impact of Social Media at
Lollapalooza 409
8.10 Social Media Analytics 410
Measuring the Social Media Impact 411
Best Practices in Social Media Analytics 411
▶ ApplicAtion cAse 8.7 eHarmony Uses Social Media to Help Take the
Mystery Out of Online Dating 413
Social Media Analytics Tools and Vendors 414
Chapter Highlights 416 • Key Terms 417
Questions for Discussion 417 • Exercises 418
▶ end-of-chApter ApplicAtion cAse Keeping Students on Track with
Web and Predictive Analytics 418
References 420

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