Actionable Web Analytics

Jason Burby 지음

Sybex 2007년 08월 27일 출간

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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 quot;culture of analysisquot; 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.

목차

Foreword.Introduction.Part I The Changing Landscape of Marketing Online.Chapter 1 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.Chapter 2 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.Part II Shifting to a Culture of Analysis.Chapter 3 What "Culture of Analysis" Means.What Is a Data-Driven Organization?Data-Driven Decision Making.Dynamic Prioritization.Perking Up Interest in Web AnalyticsEstablishing 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.Chapter 4 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 #

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저자(글) Jason Burby

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Jason Burby is Chief Analytics and Optimization Officer for ZAAZ, Inc., a web design and analytics consulting firm. His clients have included eTrade, Ford, Sony, PayPal/eBay, Washington Mutual, Reuters, T-Mobile, Levi Strauss, and Microsoft.Shane Atchison, co-founder and CEO of ZAAZ, Inc., leads its long-term strategic vision of helping companies realize the potential of the Internet and its impact on their business. Among his client list have been Converse, Sony, Ford, Microsoft, and National Geographic.