Actionable Web Analytics: Using Data to Make Smart Business Decisions

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. Read on, and learn to demonstrate real ROI from your Web site.

Edición: Sybex (2007)
Idioma: Inglés
Formato: PDF

Contenido:

1. The Big Picture
2. Performance Marketing
3. What “Culture of Analysis” Means
4. Avoiding Stumbling Points
5. Preparing to Be Data-Driven
6. Defining Site Goals, KPIs, and Key Metrics
7. Monetizing Site Behaviors
8. Getting the Right Data
9. Analyzing Site Performance
10. Prioritizing
11. Moving from Analysis to Site Optimization
12. Agencies
13. The Creative Brief
14. Staffing and Tuning Your Web Team
15. Partners
16. Appendix: Web Analytics “Big Three” Definitions

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