Maths and Stats for Web Analytics and Conversion Optimization

The role of maths and statistics in the world of web analytics is not clear to many marketers. Not many talk or write about the usage of statistics and data science in conversion optimization. This book has been written to fill this knowledge gap.This expert guide will teach you exactly what you need to know. It will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions which can quickly improve the bottom-line of your online business. Every topic covered in this book has something to do directly with your day to day job. This book covers vital topics on maths and statistics which every internet marketer/web analyst should get familiar with in order to achieve optimum results from their analysis, marketing campaigns and conversion optimization efforts. It explains some of the most useful statistics terms/concepts one by one and will also show you their practical use in web analytics and conversion optimization, so that you can take advantage of them straightaway.

Table of Contents

Part one: The maths for web analytics and conversion optimization
Lesson 1: An introduction to return on investment (ROI)
Lesson 2: ROI analysis in Google Analytics
Lesson 3: Conversions and ROI in a multi-channel marketing world
Lesson 4: ROI calculations for SEO
Lesson 5: ROI calculations for phone call tracking
Lesson 6: Powerful methods to improve phone call conversion rate
Lesson 7: How to measure the ROI of content marketing
Lesson 8: Calculating true conversion rate
Lesson 9: Analysing and reporting conversion rate
Lesson 10: Fundamental issues with the conversion rate metric
Lesson 11: Unsuspected correlations between conversion rate and critical business metrics
Lesson 12: Avoid making marketing decisions based on conversion rate
Lesson 13: Why conversion volume is a better metric than conversion rate
Lesson 14: Why you should stop optimizing for conversion rate
Lesson 15: Understanding averages
Lesson 16: Important business metrics
Lesson 17: Key performance indicators (KPI)
Lesson 18: Selecting the best Excel charts for data analysis and reporting

Part two: Statistics for web analytics and conversion optimization
Lesson 1: Introduction to statistics for web analytics and conversion optimization
Lesson 2: Statistical inference
Lesson 3: Population and sub-population
Lesson 4: Understanding samples
Lesson 5: Data sampling issues
Lesson 6: Statistical significance
Lesson 7: Significance level (or confidence level)
Lesson 8: Effect and effect size
Lesson 9: Hypothesis
Lesson 10: False positive and false negative
Lesson 11: Statistical power (or power of the A/B test)
Lesson 12: Minimum detectable effect
Lesson 13: Outliers
Lesson 14: Confidence interval
Lesson 15: Conversion rate and improvement metrics in A/B testing
Lesson 16: Confounding variables
Lesson 17: The multiple comparisons problem
Lesson 18: Predictive analytics
Lesson 18: Correlation and causation
Lesson 19: Analysing data trends
Lesson 20: 80/20 rule
Lesson 21: Making the switch from traffic to conversions
Lesson 22: Making good marketing decisions
Lesson 23: Making the switch from data driven to data smart marketing