By Jason Burby

ISBN-10: 0470124741

ISBN-13: 9780470124741

Realizing every thing you could approximately every one click on for your site may help make strategic judgements concerning your corporation. This e-book is set the why, not only the how, of net analytics and the principles for constructing a "culture of research" inside of your company. Why you need to gather a number of sorts of info. Why you would like a method. Why it needs to stay versatile. Why your information needs to generate significant motion. The authors resolution those severe questions-and many more-using their decade of expertise in net analytics.

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Extra resources for Actionable web analytics: using data to make smart business decisions

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What would happen if a company stopped doing all marketing? For a long time, Starbucks essentially did no advertising at all. Even today, they don’t advertise their core offering: the local Starbucks store. Yet Starbucks has been successful at making their product highly desirable to a large group of consumers. They manage to charge a huge premium for a product that was practically a commodity beforehand. Should Starbucks start running ads like McDonalds to drive people into their stores? How can you know that marketing works?

The marketer hears the clicks as a fanfare for success or a funereal march of doom. It may sound overly dramatic, but looking at the success of companies like Amazon, eBay, and Google shows that reality may be even more dramatic still. The challenges inherent in navigating the world of business today are daunting, but the resources available are far more sophisticated than ever. The tools and tactics available now are probably an order of magnitude more powerful and more useful than they were five years ago.

As a marketing manager in 1985, you would have had a fairly straightforward job (not an easy job, but still straightforward): Identify a market segment for your product, and then place some ads, do some promotions, and ensure that the target audience knew about the existence of the product. 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.

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


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