Download e-book for kindle: Actionable web analytics : using data to make smart business by Jason Burby

By Jason Burby

ISBN-10: 0470124741

ISBN-13: 9780470124741

As a marketer it is very important know how our clients and customers are interacting together with your model, specifically within the electronic house. This booklet is set the why, not only the how, of electronic analytics and past. it truly is meant to assist dealers know the way to raised leverage insights and shift their groups to target electronic luck, not only the loads of knowledge. frequently this suggests moving approach, attitudes and folks to create a "culture of study" within your company. 'Actionable net Analytics' stocks the confirmed framework for making that shift in pondering for electronic teams.

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Extra info for Actionable web analytics : using data to make smart business decisions

Sample text

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.

It’s very much a cause-andeffect situation. What if this is wrong? What if no relationship exists between marketing and outcomes? Perhaps hidden variables are driving demand up or down and just happen to be correlated with marketing efforts. What would happen if a company stopped doing all marketing? For a long time, Starbucks essentially did no advertising at all. Even today, they don’t advertise their core offering: the local Starbucks store. Yet Starbucks has been successful at making their product highly desirable to a large group of consumers.

Brand building helps define the types of goals and key performance indicators (KPIs) discussed in Chapter 6. Likewise, Chapter 13 discusses how to write creative briefs. These briefs are all about defining the brand and ensuring that your agency (or internal creative team) understands how to translate that brand into online experiences. Rich Media and Infinite Variety CHAPTER 1: THE BIG PICTURE ■ 12 In January 2006, JupiterResearch published a report stating that the average online consumer spends as much time online each week—14 hours—as they do watching TV.

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Actionable web analytics : using data to make smart business decisions by Jason Burby


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