Read e-book online Actionable Web Analytics Using Data To Make Smart PDF

By Jason Burby, Shane Atchison, Jim Sterne

ISBN-10: 0470124741

ISBN-13: 9780470124741

Realizing every little thing you could approximately every one click on on your website may also help make strategic judgements relating to your online business. This publication is ready the why, not only the how, of internet analytics and the principles for constructing a "culture of research" inside of your company. Why you want to gather quite a few kinds of info. Why you would like a technique. Why it needs to stay versatile. Why your info needs to generate significant motion. The authors resolution those serious questions—and many more—using their decade of expertise in internet analytics.

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Innovation is an exciting concept, and the Internet has made it part of our daily lives. Today you can create a little video on your personal camcorder and make it available to millions of viewers before the sun goes down. Essentially, you can create a commercial for your life. What is the ROI on that marketing investment? If you can do that, your business can do something amazing in the next 30 or 60 days, and your team can analyze the results in real time. That is the most amazing innovation of all.

Not just measured, but measured and tested and adjusted in real time. These trends should strengthen your hand when it comes to driving business value. They’ve created an analysis mandate and provided the opportunity to transform marketing into an ROIdriven discipline. One of the keys to the success of your business in the face of these trends is having the right teams in place, both inside your organization and at your partners. Part IV of this book has a tremendous amount of detail on finding and selecting agencies (Chapter 12), staffing your own team (Chapter 14), and working with technology partners (Chapter 15).

Web analysis means taking the data from web analytics and using it to make changes to your site and business decisions based on the data. 9 ■ NEW MARKETING TRENDS Many businesses are pursuing a marketing strategy online that means spending money on ads and buying keywords. Some companies dedicate vast resources to this effort and have detailed quantitative analyses of how each ad performs and which keywords are doing well on each of the major search engines. Marketing departments and advertising agencies have come to a point where they believe they know how to make online marketing work successfully.

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


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