By Jason Burby
Understanding every little thing you could approximately every one click on on your website may also help make strategic judgements relating to your enterprise. This ebook 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 a variety of forms of info. Why you would like a technique. Why it needs to stay versatile. Why your info 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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Extra resources for Actionable web analytics: using data to make smart business decisions
The marketer hears the clicks as a fanfare for success or a funereal march of doom. It may sound overly dramatic, but looking at the success of companies like Amazon, eBay, and Google shows that reality may be even more dramatic still. The challenges inherent in navigating the world of business today are daunting, but the resources available are far more sophisticated than ever. The tools and tactics available now are probably an order of magnitude more powerful and more useful than they were five years ago.
And we could go on. The entire site, from its loading screen to it Flash transitions, is far too cumbersome to drive anyone to do anything. 21 In other words, with its style, transitions, and humor, the site was perfectly aligned to win lots of awards for its web agency. But from a performance-marketing standpoint, it’s a disaster. 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.
Chapters 12 and 15 cover the basics of engagement. Chapter 13 dives deep into the mysteries of the creative process and will empower you to walk into a room full of potentially hostile designers and walk out with a set of new partners. You’ll also find out in Chapter 14 how build a great staff (or be part of one) and make web analytics an essential part of the business. As you read this book, we recommend that you refer back to earlier chapters as often as necessary to keep yourself grounded in basics as well as some of the overarching business issues raised by online marketing.