Jason Burby's Actionable web analytics: using data to make smart business PDF

By Jason Burby

ISBN-10: 0470124741

ISBN-13: 9780470124741

Understanding every thing you could approximately every one click on in your site will help make strategic judgements concerning your enterprise. This booklet is ready the why, not only the how, of net analytics and the foundations for constructing a "culture of study" within your company. Why you might want to gather a variety of forms of information. 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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Then, wait for the sales data to come trickling in. Review all the data, and determine if something needed to change about the product or campaign. Make the changes, and start waiting all over again. You can quickly see how different the situation is today. In 10 minutes, you can sit at your computer and find information about the latest receivers, compare prices, read reviews by hundreds of other buyers, check out the technology blogs to determine if a new model is coming out soon, and purchase your equipment for delivery the next day if you want.

The tire company has a well-known brand that stands for value, reliability, and safety. Maintaining those brand characteristics is a key function of the marketing team. The CMO decides to hire an agency to help build a new site, put in place a rigorous analytics model, and drive vertical integration into the sites of the largest regional dealers. All this is also part of a plan to extend the brand to the younger generation of car buffs who like to customize all the components of their vehicles.

This was a sweeping and broad statement of how markets worked, and everyone accepted it as true. Consumers were, at least for the most part, passive participants in the ecosystem. The Internet changed all that completely. The full extent of this change is still being observed and documented. Consumer-Driven Choice CHAPTER 1: THE BIG PICTURE ■ 6 One of the authors recalls purchasing new stereo equipment in the late 1980s. Once the right receiver was chosen based on a review in a magazine, finding it involved a lot of driving around and making phone calls to stereo shops.

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


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