Actionable Web Analytics: Using Data to Make Smart Business Decisions
- 5h 7m
- Jason Burby, Shane Atchison
- John Wiley & Sons (US)
- 2007
Knowing everything you can about each click to your Web site can help you make strategic decisions regarding your business. This book is about the why, not just the how, of web analytics and the rules for developing a "culture of analysis" inside your organization. Why you should collect various types of data. Why you need a strategy. Why it must remain flexible. Why your data must generate meaningful action. The authors answer these critical questions—and many more—using their decade of experience in Web analytics.
About the Authors
Jason Burby is the Chief Analytics and Optimization Officer at ZAAZ, Inc., a web business consultancy implementing data-driven business initiatives for long-term clients across the U.S. Using performance scorecards, A/B and multivariate testing, tool reconfiguration, and other techniques, Jason helps companies better use web-analytics data to improve site business results.
Jason has worked with eTrade, Ford, Sony, PayPal/eBay, Blockbuster, Washington Mutual, Reuters, T-Mobile, Converse, Alaska Airlines, Microsoft, Sprint, Levi Strauss, Qwest, Hallmark, Nintendo, and A&E Television Networks. Jason speaks frequently at conferences and seminars around the world, helping spread the word about the effective use of web analytics.
Jason has contributed to several web-analytics books in the past few years. In addition, he has written a web-analytics column on ClickZ.com for the past four years and is the co-chair of the Standards committee of the Web Analytics Association.
In 1998, Shane Atchison co-founded ZAAZ to advocate a different approach to web services—one that respected and delivered on the power of the individual and the promise of web technologies. As CEO, Shane leads the company's long-term strategic vision of working with leading financial service organizations, consumer brands, start-ups, nonprofits, and community-based organizations, helping each realize the potential of the Internet and its meaningful impact on their business.
Shane has more than eight years of strategic consulting, business development, and advisory experience in web marketing, design, and customer-relationship management. He has led efforts to develop compelling online experiences for clients such as Disney, Fox Television Network, Microsoft Corporation, National Geographic, PBS, Warner Brothers, Boeing, and Washington Mutual.
At ZAAZ, Shane's responsibilities range from setting the company's overall strategy and communicating the ZAAZ brand and service offerings to working with clients, leading partnerships, and fostering the internal culture of the company. Outside of ZAAZ, his advocacy for creating meaningful, effective visitor-centric digital strategies continues through media and speaking engagements. Shane has been a keynote speaker for major conferences and business associations, including CREDO and AIGA.
In this Book
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Foreword
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Introduction
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The Big Picture
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Performance Marketing
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What “Culture of Analysis” Means
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Avoiding Stumbling Points
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Preparing to Be Data-Driven
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Defining Site Goals, KPIs, and Key Metrics
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Monetizing Site Behaviors
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Getting the Right Data
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Analyzing Site Performance
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Prioritizing
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Moving from Analysis to Site Optimization
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Agencies
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The Creative Brief
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Staffing and Tuning Your Web Team
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Partners
