Actionable Web Analytics: Using Data to Make Smart Business Decisions

by Jason Burby; Shane Atchison; Foreword by: Jim Sterne

• ISBN13: 9780470181133
• ISBN10: 0470181133
• Additional ISBN(s): 9780470124741
• Format: eBook
• Copyright: 2007-08-01
• Publisher: Sybex
• More Book Details
• Purchase Benefits

Summary

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.

Table of Contents

Foreword

Introduction

The Changing Landscape of Marketing Online

The Big Picture

New Marketing Trends

The Consumer Revolution

The Shift from Offline to Online Marketing

Instant Brand Building (and Destruction)

Rich Media and Infinite Variety

The Analysis Mandate

ROI Marketing

Innovation

Some Final Thoughts

Performance Marketing

Data vs. Design

Web Design Today

The Web Award Fallacy

When Visual Design Goes Wrong

Where Data Goes Wrong

Performance-Driven Design: Balancing Logic and Creativity

Case Study: Dealing with Star Power

Case Study: Forget Marketing at All

Recap

Shifting to a Culture of Analysis

What "Culture of Analysis" Means

What Is a Data-Driven Organization?

Data-Driven Decision Making

Dynamic Prioritization

Perking Up Interest in Web Analytics Establishing a Web Analytics Steering Committee

Starting Out Small with a Win

Empowering Your Employees

Managing Up

Impact on Roles beyond the Analytics Team

Cross-Channel Implications

Questionnaire: Rating Your Level of Data Drive

Recap

Avoiding Stumbling Points

Do You Need an Analytics Intervention?

Analytics Intervention Step 1: Admitting the Problem

Analytics Intervention Step 2: Admit That You Are the Problem

Analytics Intervention Step 3: Agree That This Is a Corporate Problem

The Road to Recovery: Overcoming Real Gaps

Issue #1: Lack of Established Processes and Methodology

Issue #2: Failure to Establish Proper KPIs and Metrics

Issue #3: Data Inaccuracy

Issue #4: Data Overload

Issue #5: Inability to Monetize the Impact of Changes

Issue #6: Inability to Prioritize Opportunities

Issue #7: Limited Access to Data

Issue #8: Inadequate Data Integration

Issue #9: Starting Too Big

Issue #10: Failure to Tie Goals to KPIs

Issue #11: No Plan for Acting on Insight

Issue #12: Lack of Committed Individual and Executive Support

Recap

Proven Formula for Success

Preparing to Be Data-Driven

Web Analytics Methodology

The Four Steps of Web Analytics

Defining Business Metrics (KPIs)

Reports

Analysis

Optimization and Action

Results and Starting Again

Recap

Defining Site Goals, KPIs, and Key Metrics

Defining Overall Business Goals

Defining Site Goals: The Conversion Funnel

Awareness

Interest

Consideration

Purchase

Website Goals and the Marketing Funnel

Understanding Key Performance Indicators (KPIs)

Constructing KPIs

Creating Targets for KPIs

Common KPIs for Different Site Types

E-Commerce

Lead Generation

Customer Service

Content Sites

Branding Sites

Recap

Monetizing Site Behaviors

The Monetization Challenge

Case Study: Monetization and Motivation

Web-Monetization Models

Top 10 Ways Monetization Models Can Help Your Company

How to Create Monetization Models

Assembling a Monetization Model

Monetization Models for Different Site Types and Behaviors

E-Commerce Opportunity

Lead Generation

Customer Service

Ad-Supported Content Sites

Recap

Getting the Right Data

Primary Data Types

Warning: Avoid Data Smog

Behavioral Data

Attitudinal Data

Balancing Behavioral and Attitudinal Data

Competitive Data

Secondary Data Types

Customer Interaction and Data

Third-Party Research

Usability Benchmarking

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