Download Actionable Web Analytics Using Data To Make Smart by Jason Burby, Shane Atchison, Jim Sterne PDF

By Jason Burby, Shane Atchison, Jim Sterne

ISBN-10: 0470124741

ISBN-13: 9780470124741

Realizing every thing you could approximately every one click on for your website may help make strategic judgements concerning your small business. This booklet is set the why, not only the how, of net analytics and the foundations for constructing a "culture of research" inside of your company. Why you need to acquire numerous sorts of info. Why you would like a technique. Why it needs to stay versatile. Why your information needs to generate significant motion. The authors solution those severe questions—and many more—using their decade of expertise in net analytics.

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For everyone, it will be a time to take stock of the environment around you and determine how you’re going to get the most value from this book and web analytics in general. The hard work starts in Part III. Here is where the nuts and bolts of web analytics come into play. The chapters flow logically from one to the next in much the same way you’ll work through the issues in your own business. First, in Chapter 5, we provide an overview of methodology. This may be deceptively simple, but it grounds every decision you must make on a day-to-day basis.

That is the most amazing innovation of all. CHAPTER 1: THE BIG PICTURE ■ 16 Some Final Thoughts This is a book about taking action. For the senior marketer and web business owner, it’s a resource guide that will help inform and empower you to take action based on real data. For the web analyst, it will provide you with a set of strategic mandates to help drive your activities. This is also a book about marketing and the fundamental changes that are occurring in this discipline. Being actionable means that there is something to act on and some reason to take those actions.

Your customer-service site doesn’t need the same level of emotional impact as your home page. A site for bubblegum should not look anything like one for an insurance broker. qxd 4/23/07 11:14 AM Page 23 Case Study: Dealing with Star Power Several years ago, we were working for a shoe company that had an important relationship with a very prominent basketball star. Their marketing department loved him and had, frankly, invested a tremendous amount of money in him. He tested well with the public and was extremely popular among kids.

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