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

By Jason Burby

Understanding every thing you could approximately every one click on in your site should help make strategic judgements concerning your online business. This booklet is set the why, not only the how, of net analytics and the foundations for constructing a "culture of study" inside of your company. Why you have to acquire a number of sorts of facts. Why you wish a technique. Why it needs to stay versatile. Why your facts needs to generate significant motion. The authors resolution those serious questions-and many more-using their decade of expertise in net analytics.

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But savvy marketers have a weapon at their disposal that consumers don’t have. That weapon, as you’ll see again and again in this book, is the data. The ability to engage in web analysis lets you harness the power of consumer choices and use it to predict and direct future behavior. As in any good system, there are always ways to find order amidst the chaos. qxd 4/23/07 11:12 AM Page 8 Here are examples of some of the questions businesses now face. Did you know that more red sweaters sell between the hours of 7:00 AM and 10:00 AM with a 10% off coupon than with a $5 off coupon, but that the reverse is true between 8:00 PM and 11:00 PM?

Marketing has always been about creating value. From the earliest days of people in the village saying something nice about a butcher or tailor (this is what we now call word of mouth marketing, and whole books are dedicated to the subject) to the more 13 ■ T H E A N A LY S I S M A N D AT E The flip side of consumers spending 14 hours per week online is that they’re generating 14 hours per week of data! That data can be used to fuel your marketing strategy and help you make informed decisions. If rich media is the honey enticing your audience online, then you need to be able to measure just how sweet that honey tastes.

Well, it’s not as simple as it sounds. In the end, the company didn’t completely remove the star from their homepage.

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