Web Analytics Action Hero Using Analysis to Gain Insight and Optimize Your Business

by Dykes, Brent

• ISBN13: 9780321794017
• ISBN10: 032179401X
• Edition: 1st
• Format: Paperback
• Copyright: 2011-12-06
• Publisher: Adobe Press

Summary

<> ;Action heroes ; are web analysts who convince their organizations to act on their recommendations to optimize their business. Web Analytics Action Herowill provide web analysts the strategic framework they need to be more efficient and effective in their roles, thereby becoming ;heroes ; due to the value they add to their organizations.   In discussing how both analysts and marketers need to move beyond reporting and toward analysis to drive action and change within their organizations, the book will address the unique challenges of analysts and online marketers working within mid-to-large companies. It will take a principle-based approach rather than a product/feature-driven approach in order to reach an audience broader than just those using a particular tool (Adobe or non-Adobe).   The book will be divided into two main sections; the first lays the strategic foundation of the analysis framework: what analysts should do before they analyze ;focus; and what to do with the analysis ;communicate. The second section will drill into different analysis techniques and tips related to web analytics, providing a tactical toolbox for web analysis. The topics will be reinforced and brought into practice with real-world examples from analysts from large and small companies.

Author Biography

Brent Dykes is a director of consulting at Adobe. He has spent more than seven years as a web analytics consultant at Omniture/Adobe, working with several Fortune 500 companies. Brent is an active blogger for Adobe on web analytics and has delivered more than 20 presentations at various web analytics conferences around the world.

Table of Contents

Enter the Action Hero
Who Should Read This Book?
Why I Wrote This Book
Chapter 1 Wanamaker’s Quote Is Dead   
Chapter 2 On the Road to Actionland   
Chapter 3 The Makings of an Action Hero
Chapter 4 Prioritize for Impact
Chapter 5 Analyze for Insight
Chapter 6 Mobilize For Success
Chapter 7 Analysis in Action
Chapter 8 Ready for Action?
Index