Download e-book for iPad: Actionable Web Analytics Using Data To Make Smart by Jason Burby, Shane Atchison, Jim Sterne

By Jason Burby, Shane Atchison, Jim Sterne

ISBN-10: 0470124741

ISBN-13: 9780470124741

Understanding every little thing you could approximately every one click on in your site may help make strategic judgements concerning what you are promoting. This ebook is ready the why, not only the how, of internet analytics and the principles for constructing a "culture of study" inside of your company. Why you'll want to acquire quite a few forms of information. Why you would like a method. Why it needs to stay versatile. Why your facts needs to generate significant motion. The authors resolution those severe questions—and many more—using their decade of expertise in net analytics.

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Although we enjoy winning awards, we’d far rather not win them, as long as we increase the performance of our clients’ key performance indicator (KPIs) and drive their overall business goals. In an ideal situation, we not only achieve both, but we also ensure that their sites are top performers within the industry based on those KPIs. com. This site was produced in 2005 for the United States Air Force, and we have few qualms about picking on it. As American taxpayers, we paid for it, and we’re not satisfied with our ROI.

Today we have digital cable and Internet Protocol TV (IPTV) bringing all the media channels closer together in both spirit and technology. The lessons learned in measuring the Internet over the past decade will provide the framework for eventually measuring all media. Your online marketing strategy today will most likely become your all-media strategy next year. qxd CHAPTER 1: THE BIG PICTURE ■ 14 4/23/07 11:12 AM Page 14 modern practices of advertising and PR, marketing tries to create value. In many cases, it appears to be successful.

Its purpose is to ask graduating high school seniors to think about their future, and to convince them to join the Air Force. Web analysts love to build sites like this one, because it has a well-defined audience and a clear objective. Here they are: Audience: Graduating high school seniors Objective: Convert them to fill out a sign-up form to receive more information about Air Force careers CHAPTER 2: PERFORMANCE MARKETING ■ 20 What could be easier to measure? We can look at the number of people the site reaches, see how many sign up, and measure the site’s overall effect against that of other initiatives.

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


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