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Actionable web analytics : using data to make smart business decisions

Author: Jason Burby; Shane Atchison
Publisher: Indianapolis, IN : Wiley Pub., ©2007.
Series: Serious skills.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Provides information on developing a Web analytics strategy to help make strategic business decisions, plan a website, develop effective marketing, and create a culture of analysis within an organization.
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Genre/Form: Electronic books
Statistics
Additional Physical Format: Print version:
Burby, Jason.
Actionable web analytics.
Indianapolis, IN : Wiley Pub., ©2007
(OCoLC)144221399
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jason Burby; Shane Atchison
ISBN: 9780470181133 0470181133
OCLC Number: 162105362
Reproduction Notes: Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2010. MiAaHDL
Description: 1 online resource (xxix, 256 pages) : illustrations.
Details: Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
Contents: pt. I. The changing landscape of marketing online --
Ch. 1. The big picture --
Ch. 2. Performance marketing --
pt. II. Shifting to a culture of analysis --
Ch. 3. What "culture of analysis" means --
Ch. 4. Avoiding stumbling points --
pt. III. Proven formula for success --
Ch. 5. Preparing to be data-driven --
Ch. 6. Defining site goals, KPIs, and key metrics --
Ch. 7. Monetizing site behaviors --
Ch. 8. Getting the right data --
Ch. 9. Analyzing site performance --
Ch. 10. Prioritizing --
Ch. 11. Moving from analysis to site optimization --
Ch. 12. Agencies --
Ch. 13. The creative brief --
Ch. 14. Staffing and tuning your Web team --
Ch. 15. Partners --
App. Web analytics "big three" definitions.
Series Title: Serious skills.
Responsibility: Jason Burby, Shane Atchison.

Abstract:

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  Read more...

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