Actionable Web Analytics Using Data to Make Smart Business Decisions [Paperback]

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.

Foreword xv

Introduction xxvii

Part I The Changing Landscape of Marketing Online 1

Chapter 1 The Big Picture 3

New Marketing Trends 4

The Consumer Revolution 5

The Shift from Offline to Online Marketing 8

Instant Brand Building (and Destruction) 10

Rich Media and Infinite Variety 12

The Analysis Mandate 13

ROI Marketing 14

Innovation 15

Some Final Thoughts 16

Chapter 2 Performance Marketing 17

Data vs. Design 18

Web Design Today 18

The Web Award Fallacy 19

When Visual Design Goes Wrong 19

Where Data Goes Wrong 21

Performance-Driven Design: Balancing Logic and Creativity 22

Case Study: Dealing with Star Power 23

Case Study: Forget Marketing at All 24

Recap 25

Part II Shifting to a Culture of Analysis 27

Chapter 3 What “Culture of Analysis” Means 29

What Is a Data-Driven Organization? 30

Data-Driven Decision Making 31

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