Actionable Web Analytics Using Data To Make Smart - download pdf or read online

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By Jason Burby, Shane Atchison, Jim Sterne

ISBN-10: 0470124741

ISBN-13: 9780470124741

Understanding every thing you could approximately each one click on in your site might help make strategic judgements relating to your small business. This publication is set the why, not only the how, of internet analytics and the foundations for constructing a "culture of study" inside of your company. Why you might want to gather a number of kinds of info. Why you wish a method. Why it needs to stay versatile. Why your facts 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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This was a sweeping and broad statement of how markets worked, and everyone accepted it as true. Consumers were, at least for the most part, passive participants in the ecosystem. The Internet changed all that completely. The full extent of this change is still being observed and documented. Consumer-Driven Choice CHAPTER 1: THE BIG PICTURE ■ 6 One of the authors recalls purchasing new stereo equipment in the late 1980s. Once the right receiver was chosen based on a review in a magazine, finding it involved a lot of driving around and making phone calls to stereo shops.

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).

But when analytics becomes divorced from performance-marketing techniques, it can become dangerous to a company. ” may well apply to the site itself. If the point is to drive users to sign up for the military, shouldn’t there be somewhere they can actually do so? qxd CHAPTER 2: PERFORMANCE MARKETING ■ 22 4/23/07 11:14 AM Page 22 To explain what we mean, let’s look at a certain practice that’s become popular among the analytics-minded set. For lack of a better word, we’ll call it page-packing. The technique rests on short-term understanding of business objectives.

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


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