Description

If you want to understand and get true value from your online content you need to understand how it is used by your customers. If you work with web analytics and online search optimization, this book will provide you with the tools and insight you need to do just that.

Even more, it will give you an actionable plan to transform the culture of your organization into one that uses web analytics on a daily basis, focusing on real changes you can make to your department and processes to transform the way your business works.

With examples from dozens of companies ranging from small businesses, to consumer sites like Amazon, to some of the largest companies in the world including Tesco and Google, Cult of Analytics demonstrates just how to apply web analytics to your business.

Key Features

* Unique: demand from marketers for a guide to building web analytics into business
* Real-world examples show what does and doesn't work online to meet online business objectives
* Covers both the technicalities of web analytics and the strategy behind using them in one handy guide to give marketers the complete picture

Readership

Professional: Online/web marketing managers and their teams, directors and CEOs (of SMEs), business analysts, measurement analysts, web content producers (in larger companies), business intelligence/CRM analysts.

Table of Contents

The Organizational Hub and Spoke Method; Understanding Reach, Engage, Activate and Nurture (REAN); How to develop KPIs; Quick Wins and How to Use Them; The Tools of the Trade; Developing and Measuring Motivational and Behavioral Personae; Using the Insight Model to Improve Conversion and Retention; Simplified Reporting; The Proliferation Process

Details

No. of pages:
288
Language:
English
Copyright:
© 2009
Published:
Imprint:
Butterworth-Heinemann
Print ISBN:
9781856176118
Electronic ISBN:
9780080885179

Reviews

"Steve Jackson draws on years of experience to show how to improve results from digital channels without being overly technical."--Dave Chaffey

"A great read! I wish I had read this 3 years ago – it would have saved me a lot of time (and pain) at Google!"--Brian Clifton, Senior Strategist, Omega Digital Media

"The long awaited classic. Much needed and wanted. Cult of Analytics will become a reference book for people working with web analytics and online marketing optimization."--Kalle Heinonen, Executive of Enterprise Accounts at Omniture

"Steve covers analytics on a variety of levels – from corporate adoption of analytics down into the depths of key performance indicators – providing clear explanations throughout. I have always known that Steve is one of the best and brightest in our industry, Cult of Analytics will clarify that for the rest of the world."--Eric T Peterson, founder of Web Analytics Wednesday and principal consultant at Web Analytics Demystifi ed, Inc.

"Steve has spent years down in the weeds, talking to executives and meditating on a mountain. That unique perspective is the main reason Cult of Analytics is such a unique book."--Avinash Kaushik, Analytics Evangelist for Google

"Steve hands you the keys to the process of becoming an analytics driven company and shows you how to implement a Cult of Analytics in your organization."--Jim Sterne, Producer, eMetrics Marketing Optimization Summit and Chairman, Web Analytics Association