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

By Jason Burby

Realizing every thing you could approximately every one click on in your website will help make strategic judgements relating to your online business. This e-book is ready the why, not only the how, of net analytics and the principles for constructing a "culture of study" within your company. Why you have to acquire a variety of different types of information. Why you would like a method. 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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Extra info for Actionable web analytics: using data to make smart business decisions

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Even the dourest Fortune 500 company might, for example, use a fun microsite to inspire potential employees to apply or to educate others about its charitable efforts. The examples in the previous paragraph are both fun and aligned with business objectives. And they can also be measured, although their benefits may not be as clear and straightforward as an improvement in a shopping-cart process. But when analytics becomes divorced from performance-marketing techniques, it can become dangerous to a company.

If a specific website is working exceptionally well, how can the data from analytics help make it better? If a campaign drives conversion for products A and B, how can it be extended to product C? These are the questions the data has to answer. Our own CMO has worked in organizations where reporting results was one of the most important tasks for every marketer. Senior management often required so many metrics delivered to them on a single page that the only solution was to use bigger paper. The discussions about these metrics—these KPIs—were usually heated and focused on what happened and what our goals had to be for the next reporting period.

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. Chapter Contents New Marketing Trends The Analysis Mandate ■ THE BIG PICTURE 1 keters to become better at their discipline. qxd 4/23/07 11:12 AM Page 4 New Marketing Trends “Because its purpose is to create a customer, the business has two—and only two— functions: marketing and innovation.

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