Actionable web analytics: using data to make smart business by Jason Burby

By Jason Burby

Understanding every little thing you could approximately every one click on in your website can assist make strategic judgements relating to your online business. This ebook is set the why, not only the how, of internet analytics and the foundations for constructing a "culture of research" within your company. Why you need to acquire quite a few kinds of facts. Why you would like a method. Why it needs to stay versatile. Why your facts needs to generate significant motion. The authors solution those serious questions-and many more-using their decade of expertise in internet analytics.

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A party school will turn you into a burnout and teach you nothing, whereas a private school will never accept you unless you have a name like Morton P. Throckmorton VI. Those are our tax dollars hard at work, saving America’s youth from the dark cloud that threatens them all: higher education. It’s hard to imagine the audience swallowing this message. The Air Force, after all, has an ROTC presence at most universities in the country, including party schools, private universities, and the large number of public universities that fit in neither category.

They’re important participants in the web-analytics ecosystem, and you should understand how to engage them successfully. Chapters 12 and 15 cover the basics of engagement. Chapter 13 dives deep into the mysteries of the creative process and will empower you to walk into a room full of potentially hostile designers and walk out with a set of new partners. You’ll also find out in Chapter 14 how build a great staff (or be part of one) and make web analytics an essential part of the business. As you read this book, we recommend that you refer back to earlier chapters as often as necessary to keep yourself grounded in basics as well as some of the overarching business issues raised by online marketing.

Transparency is the only strong strategic move left when marketing. But savvy marketers have a weapon at their disposal that consumers don’t have. That weapon, as you’ll see again and again in this book, is the data. The ability to engage in web analysis lets you harness the power of consumer choices and use it to predict and direct future behavior. As in any good system, there are always ways to find order amidst the chaos. qxd 4/23/07 11:12 AM Page 8 Here are examples of some of the questions businesses now face.

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