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

By Jason Burby

ISBN-10: 0470124741

ISBN-13: 9780470124741

As a marketer it is very important know how our shoppers and customers are interacting along with your model, specially within the electronic house. This ebook is ready the why, not only the how, of electronic analytics and past. it really is meant to aid sellers know how to higher leverage insights and shift their groups to target electronic luck, not only the hundreds of knowledge. frequently this implies moving strategy, attitudes and other people to create a "culture of study" within your company. 'Actionable net Analytics' stocks the confirmed framework for making that shift in considering for electronic teams.

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Does something need to change? ■ W H AT I S A D ATA - D R I V E N O R G A N I Z AT I O N ? You should build flexibility in your team. In traditional organizations, designers, developers, and information architects have their time booked long in advance. Datadriven organizations typically set aside some of these peoples’ schedules so that they’re always available to jump on opportunities when they arise. qxd 4/23/07 11:15 AM Page 34 At the same time, the exercise will help you identify potential places for improvement.

Are they shopping? Reading the news? Chatting with friends and building websites? The infinite variety of things to do online provides choices for everyone, but the killer applications online in the future are going to be rich media. Broadband connectivity has become so pervasive that many consumers have as much bandwidth at their house as they do at their office desk. They’re just as likely to have more data storage at home as at work (it’s a lot easier for you to go buy a 300GB disk drive for a couple of hundred dollars than it is for your IT department to requisition you a new one).

Zero in on a few key metrics, and work to create ongoing improvement. Make scorecards the basis of all discussions around performance of marketing initiatives, and focus on what you can learn and change based on those scorecards. Measure the dollar value of converting visitors into purchasers on your website, and weigh that against the cost of ongoing analytics, optimization, and redesign. This process will create a culture of analysis in your organization and make ROI marketing the only strategy you can take to the bank.

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


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