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From Barnes & NobleThe Barnes & Noble Review
As every web marketer knows, it's now possible to capture a truly breathtaking amount of data about your site and your online customers. But transforming that data into knowledge is still brutally tough. Using it to make smarter decisions? That's even tougher. That's the challenge this book takes on, and if you need to maximize the ROI of your online presence, it's simply indispensable.
There's still an immense amount of FUD in the web analytics space. Leading consultants Jason Burby and Shane Atchison sweep all that away, drawing on the deep knowledge they've gained working with clients like WaMu, Wachovia, T-Mobile, Converse, Microsoft, and A&E. They offer both a high-level framework for linking web analytics to business decision-making, as well as enormously useful detail -- on issues ranging from multivariate testing to tracking brick-and-mortar referrals.
Possibly your favorite part will be their extensive discussion of defining Key Performance Indicators (KPIs) and embedding them into your web analytics. Perhaps you'll especially appreciate their guidance on recognizing what questions your data needs to answer, and avoiding "data overload." Maybe you're wondering why your already huge investments in web analytics aren't paying off. If so, the authors' list of 12 reasons may intrigue you: Their solutions certainly will.
Could be you'll turn first to their guidance on testing price, promotions, message, page layouts, new site features, navigation, and taxonomy. Or their ideas on shifting your organization's culture from intuition to analysis. Or their chapters on choosing agencies and web analytics vendors. Or something we haven't mentioned. The more you read, the more value you'll find here. Bill Camarda, from the July 2007 Read Only