Summary: Knowing everything you can about each click to your Web site can help you make strategic decisions regarding your business. This book is about the why not just the how of web analytics and the rules for developing a ''culture of analysis'' inside your organization. Why you should collect various types of data. Why you need a strategy. Why it must remain flexible. Why your data must generate meaningful action. The authors answer these critical questions--and many more--using their dec
Summary: Knowing everything you can about each click to your Web site can help you make strategic decisions regarding your business. This book is about the why not just the how of web analytics and the rules for developing a ''culture of analysis'' inside your organization. Why you should collect various types of data. Why you need a strategy. Why it must remain flexible. Why your data must generate meaningful action. The authors answer these critical questions--and many more--using their decade of experience in Web analytics. ...show less
Edition/Copyright:07 Cover: Publisher:John Wiley & Sons, Inc. Year Published: 2007 International: No
View Author Bio
Shane Atchison is co-founder and CEO of ZAAZ lnc.
''Relationship marketing continues to evolve in new and exciting ways and Actionable Web Analytics provides a clear and concise guidebook for the marketing executive. Shane and Jason have captured the essence of creating relationships online which lead to meaningful customer dialogues and then measuring the success of those efforts.''-Lester Wunderman Founder and Chairman Emeritus Wunderman ''We have been fortunate enough during the past decade to see our business grow in parallel with and in partnership with the team at ZAAZ. As true thought leaders in the web analytics and marketing space Jason and Shane have captured the important issues facing marketers and business people every day and explained them eloquently in Actionable Web Analytics.''-Josh James CEO & Co-Founder Omniture ''Some people build web analytics tools. Some work tirelessly deep in the hearts of their organizations drawing the rich value out of those tools. And then there are those like Shane and Jason who have spent close to a decade helping a wide variety of companies optimize their advertising spend supersize their website value and maximize their online marketing ROI. These guys are in an amazing position to help you figure out all of the above. But that's just the half of it. While their position is nice their scary IQ their awesome curiosity and their uncanny ability to drill down to bona fide business value make this book a must read.'' -Jim Sterne President Web Analytics Association and Producer Emetrics Summit ''The real money is made when the initial click leads to a customer journey filled with meaningful relevant dialogues that motivate action. Actionable Web Analytics helps marketers take customers on that journey and generate a good ROI doing it.''-Daniel Morel Chairman & CEO Wunderman ''These guys have forgotten more about analytics than we mortals will likely ever understand. Most analytics folks revel in the complexity of their work. Jason and Shane know how to simplify and communicate how analytics can really change marketing and it is incredibly effective.'' -Matthew Roche CEO Offermatica ''If you're one of the many people who view web analytics as a necessary evil this book will spin your perception 180 degrees. That Jason and Shane know web analytics backward and forward (not to mention upside-down and inside-out) is a well-known fact. But these two possess another singular talent: the ability to make analytics palatable understandable even digestible for even the most data- and math-adverse right-brain thinker you know (perhaps you're that person?). These two go way beyond the numbers. They can explain with crystal clarity how to use data to improve processes businesses and their bottom lines.''-Rebecca Lieb Editor-in-Chief The ClickZ Network ''Digital Marketing excellence is paramount for today's marketers. In this book Jason and Shane provide straightforward web analytics insight and instruction to help marketers achieve greater performance and profit from their communications activities.''-Scott Lennard Advertising Director - Central Marketing Group Microsoft Corporation ''Jason and Shane have been sharing their extensive experience and insight with clients and through conferences for a while so it's about time they committed it to print.''-Laurent Burman VP Web Helio ''Jason Burby and Shane Atchison are two guys in the web analytics world that truly understand what success looks like. They wisely took much of what I wrote about in The Big Book of Key Performance Indicators and attached a dollar-sign to it dramatically improving their client's desire to understand and deploy KPIs. I have little doubt that Actionable Web Analytics: Using Data to Make Smart Business Decisions will long be considered a critical work
View Table of Contents
Foreword. Introduction. Part I The Changing Landscape of Marketing Online.
Chapter 1 The Big Picture. New Marketing Trends. The Consumer Revolution. The Shift from Offline to Online Marketing. Instant Brand Building (and Destruction). Rich Media and Infinite Variety. The Analysis Mandate. ROI Marketing. Innovation. Some Final Thoughts.
Chapter 2 Performance Marketing. Data vs. Design. Web Design Today. The Web Award Fallacy. When Visual Design Goes Wrong. Where Data Goes Wrong. Performance-Driven Design: Balancing Logic and Creativity. Case Study: Dealing with Star Power. Case Study: Forget Marketing at All. Recap. Part II Shifting to a Culture of Analysis.
Chapter 3 What "Culture of Analysis" Means. What Is a Data-Driven Organization? Data-Driven Decision Making. Dynamic Prioritization. Perking Up Interest in Web Analytics Establishing a Web Analytics Steering Committee. Starting Out Small with a Win. Empowering Your Employees. Managing Up. Impact on Roles beyond the Analytics Team. Cross-Channel Implications. Questionnaire: Rating Your Level of Data Drive. Recap.
Chapter 4 Avoiding Stumbling Points. Do You Need an Analytics Intervention? Analytics Intervention Step 1: Admitting the Problem. Analytics Intervention Step 2: Admit That You Are the Problem. Analytics Intervention Step 3: Agree That This Is a Corporate Problem. The Road to Recovery: Overcoming Real Gaps. Issue #1: Lack of Established Processes and Methodology. Issue #2: Failure to Establish Proper KPIs and Metrics. Issue #3: Data Inaccuracy. Issue #4: Data Overload. Issue #5: Inability to Monetize the Impact of Changes. Issue #6: Inability to Prioritize Opportunities. Issue #7: Limited Access to Data. Issue #8: Inadequate Data Integration. Issue #9: Starting Too Big. Issue #10: Failure to Tie Goals to KPIs. Issue #11: No Plan for Acting on Insight. Issue #12: Lack of Committed Individual and Executive Support. Recap. Part III Proven Formula for Success.
Chapter 5 Preparing to Be Data-Driven. Web Analytics Methodology. The Four Steps of Web Analytics. Defining Business Metrics (KPIs). Reports. Analysis. Optimization and Action. Results and Starting Again. Recap.
Chapter 6 Defining Site Goals KPIs and Key Metrics. Defining Overall Business Goals. Defining Site Goals: The Conversion Funnel. Awareness. Interest. Consideration. Purchase. Website Goals and the Marketing Funnel. Understanding Key Performance Indicators (KPIs). Constructing KPIs. Creating Targets for KPIs. Common KPIs for Different Site Types. E-Commerce. Lead Generation. Customer Service. Content Sites. Branding Sites. Recap.
Chapter 7 Monetizing Site Behaviors. The Monetization Challenge. Case Study: Monetization and Motivation. Web-Monetization Models. Top 10 Ways Monetization Models Can Help Your Company. How to Create Monetization Models. Assembling a Monetization Model. Monetization Models for Different Site Types and Behaviors. E-Commerce Opportunity. Lead Generation. Customer Service. Ad-Supported Content Sites. Recap.
Chapter 8 Getting the Right Data. Primary Data Types. Warning: Avoid Data Smog. Behavioral Data. Attitudinal Data. Balancing Behavioral and Attitudinal Data. Competitive Data. Secondary Data Types. Customer Interaction and Data. Third-Party Research. Usability Benchmarking.
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