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 the way our clients and clients are interacting along with your model, in particular within the electronic area. This ebook is ready the why, not only the how, of electronic analytics and past. it really is meant to aid dealers know the way to raised leverage insights and shift their groups to target electronic luck, not only the hundreds of information. frequently this suggests moving method, attitudes and other people to create a "culture of research" inside of your company. 'Actionable net Analytics' stocks the confirmed framework for making that shift in pondering for electronic teams.

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Sample text

Every web initiative has a sweet spot between creativity and conversion, and analytics can help you find it. Oddly enough, although your creative team may balk at first, you’ll find there are benefits to using analytics as a touch point. Focusing on performance marketing can liberate creative people to do what they do best. Let’s say you’re a designer, for example, and you’ve come up with three comps: a wild one you really like, a conservative one you expect your client or boss to choose, and a middle-of-the-road one that you like least of all.

They invest around business goals Successful data-driven organizations spend money in the right places and in the right way. As a result, they can justify every marketing dollar they invest and tie it to business goals and key performance indicators (KPIs). Instead of putting millions of dollars every other year into a full site redesign, they target their spending according to where it will be most effective. To do this, you first need to identify which aspects of your web channel are most important in driving your business.

From creating an immersive experience to providing incentive for viewing advertisements, new media types bring the Internet closer to the world of TV without having to sacrifice the measurement advantages of being online. You may recall how TV ratings were conducted many years ago: Families received a diary in the mail in which they were to record the shows they watched each evening (the Nielsen family); they mailed the diary back every few weeks. From that highly scientific and precise survey, the TV networks determined the ad rates for their shows.

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


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