By Jason Burby
Figuring out every thing you could approximately every one click on on your site will help make strategic judgements concerning what you are promoting. This ebook is set the why, not only the how, of internet analytics and the foundations for constructing a "culture of study" within your company. Why you want to acquire quite a few sorts of information. Why you would like a technique. Why it needs to stay versatile. Why your information needs to generate significant motion. The authors solution those severe questions-and many more-using their decade of expertise in internet analytics.
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Extra resources for Actionable web analytics: using data to make smart business decisions
Making sure the channel was full of inventory was the key to success. If there was a run on a product, you usually saw it coming with plenty of time to spare. Likewise, if a product was going to be a flop, it took some time for the data to filter back to you. Price adjustments were done in a well-considered fashion. On a typical day in the twenty-first century, the average consumer spends far more time browsing and buying online in a week than they would normally do in person in a month. The consumer chooses when to shop, where to shop, and what they buy based on their priorities, not the marketers.
The Web Award Fallacy When Visual Design Goes Wrong The problem is that the desire for awards can overcome more rational urges, like accomplishing objectives. It’s here that analytics can play an important role. It can be used to gauge the effectiveness of a site or campaign, identify what’s working and what isn’t, and tell companies what they should continue doing and what they should discard. 19 ■ T H E W E B AWA R D FA L L A C Y Before we begin discussing performance marketing, we have to first confront a challenge to our theory.
You must be able to create and track brand metrics online in order to succeed. If you don’t control the fate of your brand, then someone else will. Much of the actionable strategy found in this book ties tightly to the value of your brand. Websites don’t function in a vacuum, and analytics must be driving important business metrics. Brand building helps define the types of goals and key performance indicators (KPIs) discussed in Chapter 6. Likewise, Chapter 13 discusses how to write creative briefs.
Actionable web analytics: using data to make smart business decisions by Jason Burby