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

By Jason Burby, Shane Atchison, Jim Sterne

Understanding every thing you could approximately each one click on in your website might help make strategic judgements concerning what you are promoting. This publication 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 might want to gather a variety of kinds of info. Why you would like a method. Why it needs to stay versatile. Why your information needs to generate significant motion. The authors resolution those severe questions—and many more—using their decade of expertise in internet analytics.

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In many cases, it appears to be successful. A new product is launched, people read about it in the paper and then see the ad on TV, and sales for the product rise. If you stop running the ads, then sales drop. If you offer a coupon, then sales rise again. It’s very much a cause-andeffect situation. What if this is wrong? What if no relationship exists between marketing and outcomes? Perhaps hidden variables are driving demand up or down and just happen to be correlated with marketing efforts. What would happen if a company stopped doing all marketing?

Rich Media and Infinite Variety CHAPTER 1: THE BIG PICTURE ■ 12 In January 2006, JupiterResearch published a report stating that the average online consumer spends as much time online each week—14 hours—as they do watching TV. This fact is stunning in many ways, but most interesting of all is the question of what they’re doing during those 14 hours. 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.

State of web design and the strategies some companies are using to make decisions about how their sites should look and perform. We’ll look at the kinds of sites that win awards, and why they 2 may or may not be right for your business. Then, we’ll tackle the problems that arise when companies deploy analytics to make design decisions independent of business goals. Finally, we’ll give two examples of how we’ve used performance marketing to solve knotty problems in the field. Chapter Contents Data vs.

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