Download Actionable Web Analytics Using Data To Make Smart by Jason Burby, Shane Atchison, Jim Sterne PDF

By Jason Burby, Shane Atchison, Jim Sterne

Understanding every thing you could approximately each one click on for your website might actually help make strategic judgements relating to your corporation. This booklet is ready the why, not only the how, of net analytics and the foundations for constructing a "culture of study" within your company. Why you'll want to gather numerous varieties of facts. Why you would like a technique. Why it needs to stay versatile. Why your info needs to generate significant motion. The authors solution those serious questions—and many more—using their decade of expertise in internet analytics.

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Peter Drucker, 1977 CHAPTER 1: THE BIG PICTURE ■ 4 According to Fortune magazine, the five largest American corporations in 1977 were Exxon, General Motors, Ford Motor, Texaco, and Mobil; Microsoft was a two-yearold startup venture, and the Internet had not even been invented. Yet, Peter Drucker saw the future clearly. He realized then something that is even truer now: Businesses must create customers, and the best way to do that is through marketing and innovation. The nature of “marketing” and “innovation” in 1977 were markedly different than they are today (or at least than they appear to be today), and the connections between business and customer were orderly, predictable, and easily managed.

Branding sites for consumer products hardly need to convey information in a dry way. Flash can be a great tool for connecting emotionally with an audience. Even the dourest Fortune 500 company might, for example, use a fun microsite to inspire potential employees to apply or to educate others about its charitable efforts. The examples in the previous paragraph are both fun and aligned with business objectives. And they can also be measured, although their benefits may not be as clear and straightforward as an improvement in a shopping-cart process.

You must be able to track how your media is shared (your audience will do a lot of your marketing for you by sending those great videos to their friends and coworkers) and how often it’s watched. You must be able to discriminate between rich media that drives ROI-enhancing events like purchases and rich media that distracts people from purchases. Sites that become so full of entertainment that people forget to buy a product are delivering negative ROI (trust us, it happens far more often than you might think).

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