Cult of Analytics Data analytics for marketing [Hardcover]

Cult of Analyticsenables professionals to build an analytics driven culture into their business or organization. Marketers will learn how to turn tried and tested tactics into an actionable plan to change their culture to one that uses web analytics on a day to day basis.

Through use of the fictitious ACME PLC case, Steve Jackson provides working examples based on real life situations from the various companies he has worked with, such as Nokia, KONE, Rovio, Amazon, Expert, IKEA, Vodafone, and EMC. These examples will give the reader practical techniques for their own business regardless of size or situation making Cult of Analyticsa must have for any would-be digital marketer.

This new edition has been thoroughly updated, now including examples out of how to get the best from Google analytics, as well as ways to use social media data, big data, tag management and advanced persona segmentation to drive real value in your organisation. It's also been expanded to include exercises and new cases for students and tutors using the book as a text.

1. The Hub and Spoke Method  2. Reach, Engage, Activate and Nurture (REAN)  3. Key performance indicators (KPIs)  4. Planning a business case  5. Tools & Data  6. Segmentation & Personas  7. Testing Personas to improve conversion  8. Using Data & Telling stories  9. The Starting Point

Steve has spent years down in the weeds, talking to executives and meditating on a mountain. That unique perspective is the main reason Cult of Analytics is such a unique book. Easy to read, easy to follow, easier still find relevant ideas you can implement in your company.- Avinash Kaushik, author of Web Analytics: An Hour A Day

Web Analysis is central to the success of most modern organisations. However, operationalising thlÓË