Actionable web analytics: using data to make smart business - download pdf or read online

By Jason Burby

ISBN-10: 0470124741

ISBN-13: 9780470124741

Realizing every little thing you could approximately each one click on on your site might help make strategic judgements relating to your enterprise. This booklet is set 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 a number of sorts of info. Why you wish a technique. Why it needs to stay versatile. Why your information 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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Visitors to the site were more interested in other things and tended to click around him. Worse still, the site generated substantially more revenue when his presence on the homepage was muted. When he was used in the proper way in the proper sections of the site, he was successful in increasing conversion. The verdict? Well, it’s not as simple as it sounds. In the end, the company didn’t completely remove the star from their homepage.

Unfortunately, there are lots of ways to become overwhelmed or paralyzed by the changes. Marketing has always been about creating value. From the earliest days of people in the village saying something nice about a butcher or tailor (this is what we now call word of mouth marketing, and whole books are dedicated to the subject) to the more 13 ■ T H E A N A LY S I S M A N D AT E The flip side of consumers spending 14 hours per week online is that they’re generating 14 hours per week of data! That data can be used to fuel your marketing strategy and help you make informed decisions.

But you were still two or more clicks away from what your heart desired. Unfortunately, occurrences like these are standard around the Internet in 2007. Some marketers treat banner ads and keywords as another form of mass advertising, like billboards, instead of as highly targeted doorways to specific destinations on their sites. Analytics data can quickly demonstrate how many of those people expecting wool socks decide to leave the site after landing in the wrong place and how many stick around to buy a few pairs.

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


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