By Jason Burby, Shane Atchison, Jim Sterne

ISBN-10: 0470124741

ISBN-13: 9780470124741

Understanding every thing you could approximately every one click on in your website should help make strategic judgements relating to your small business. This publication is ready the why, not only the how, of internet analytics and the principles for constructing a "culture of research" within your company. Why you'll want to acquire numerous varieties of facts. Why you would like a method. Why it needs to stay versatile. Why your facts needs to generate significant motion. The authors solution those severe questions—and many more—using their decade of expertise in internet analytics.

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Chapter 2 will drill down deeper into the specifics of web analytics and provide domain-specific knowledge necessary for the rest of the book. qxd 4/23/07 11:12 AM Page 3 The Big Picture The Web has become one of the most powerful vehicles for marketing and communication ever created. It allows fast and easy communication with millions of customers in a timely fashion. It has transformed the speed at which companies and their brands can be created and grow. The Web has also created new opportunities for marchapter provides an overview of the changes in marketing that have resulted from the Web’s existence and then a discussion of the key guiding principles you should remember for the rest of this book.

Com. This site was produced in 2005 for the United States Air Force, and we have few qualms about picking on it. As American taxpayers, we paid for it, and we’re not satisfied with our ROI. On the surface, the site is ripe for a performance-marketing approach. Its purpose is to ask graduating high school seniors to think about their future, and to convince them to join the Air Force. Web analysts love to build sites like this one, because it has a well-defined audience and a clear objective. Here they are: Audience: Graduating high school seniors Objective: Convert them to fill out a sign-up form to receive more information about Air Force careers CHAPTER 2: PERFORMANCE MARKETING ■ 20 What could be easier to measure?

Frankly, this isn’t a good way to run a business. In this book, we’ll spend considerable time discussing KPIs—key performance indicators—and illustrating how they can transform marketing into an ROI-driven discipline. KPIs allow marketers to rationalize their investments, normalize the results, and consistently report them to every department and executive in a company. A focus on KPIs is a significant step up the strategic ladder from doing web analytics. Chapter 6 will help you build specific goals and the KPIs needed to measure achievement.

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


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