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

By Jason Burby, Shane Atchison, Jim Sterne

Realizing every thing you could approximately every one click on in your website may help make strategic judgements relating to your online business. This booklet is set 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 number of sorts of info. Why you wish a technique. Why it needs to stay versatile. Why your info needs to generate significant motion. The authors solution those serious questions—and many more—using their decade of expertise in net analytics.

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Because the Air Force failed to understand its audience and recognize its objectives, the site not only disparages its visitors but it also makes it nearly impossible to do the very thing it wants them to do. Where Data Goes Wrong At the same time, performance marketing doesn’t mean you should always abandon a whimsical approach. After all, there are many places where a little silly fun is exactly what’s needed. Branding sites for consumer products hardly need to convey information in a dry way.

It’s a tool that helps you make smart decisions about your website in the context of your overall business. When used properly, it doesn’t increase click-through or raise the number of users visiting your site. As a result of your web-analytics efforts (especially those that lead to insight and action), you may see improvement in those areas, but only if they support your business goals. In other words, web analytics is an important part in driving performance marketing. In essence, it takes marketing and holds its feet to the fire.

In fact, it’s possible that the investments being made are increasing faster than the ability to measure their success. Instant Brand Building (and Destruction) CHAPTER 1: THE BIG PICTURE ■ 10 Near and dear to the heart of every marketer is branding. Branding is usually the centerpiece for every marketing strategy and is the thing that often generates the most discussion at the executive level. ” Everyone seems to be able to talk about branding, from the CEO to the entry-level marketing manager to the 18-year-old kid on their MySpace site.

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