Systems Analysis Design

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

By Jason Burby

Figuring out every thing you could approximately every one click on for your site should help make strategic judgements concerning your small business. This publication is ready the why, not only the how, of internet analytics and the foundations for constructing a "culture of research" within your company. Why you might want to acquire a variety of varieties of info. Why you wish 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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Sample text

Chapter 5 of this book goes into considerable detail about making your marketing decisions using data. The Shift from Offline to Online Marketing CHAPTER 1: THE BIG PICTURE ■ 8 Advertising used to be a simple game, or so it seemed. Print, TV, radio, outdoor, sponsorships, and direct were the channels, and it was a matter of determining how much you spent on each. The big money usually went to TV, because that was where you could get the big returns. It was all about the number of viewers—the impressions— you could get for your ad.

By action we don’t mean any random action, but action that is driven by specific business goals. This is action that is meaningful. The Web is a vast machine being engaged billions of times every hour by visitors around the globe. Those interactions generate vast amounts of data, and that data is begging for insights that will make it real and valuable. Someone must take action, or the data was collected in vain. The topics covered here range from the types of data that need to be collected to the way in which you select agencies to help you make sense of it all.

The team you hire to drive your web strategy will want to know all about your brand as well. This is because the brand is often the intangible element that can separate the great online business from the mediocre. Once it’s clear that an online opportunity exists for your business, then you have to think about how it will connect to and build your brand. Let’s return to the tire company as an example. They already have a simple website in place, and its primary purpose is to let potential customers find a local dealer.

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