×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

Actionable Web Analytics: Using Data to Make Smart Business Decisions
     

Actionable Web Analytics: Using Data to Make Smart Business Decisions

by Jason Burby, Shane Atchison, Jim Sterne (Foreword by)
 

Knowing everything you can about each click to your Web site can help you make strategic decisions regarding your business. This book is about the why, not just the how, of web analytics and the rules for developing a "culture of analysis" inside your organization. Why you should collect various types of data. Why you need a strategy. Why it must remain flexible.

Overview

Knowing everything you can about each click to your Web site can help you make strategic decisions regarding your business. This book is about the why, not just the how, of web analytics and the rules for developing a "culture of analysis" inside your organization. Why you should collect various types of data. Why you need a strategy. Why it must remain flexible. Why your data must generate meaningful action. The authors answer these critical questions—and many more—using their decade of experience in Web analytics.

Editorial Reviews

The 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

Product Details

ISBN-13:
9780470124741
Publisher:
Wiley
Publication date:
05/29/2007
Pages:
288
Product dimensions:
7.42(w) x 9.25(h) x 0.70(d)

What People are Saying About This

From the Publisher
"Relationship marketing continues to evolve in new and exciting ways, and Actionable Web Analytics provides a clear and concise guidebook for the marketing executive. Shane and Jason have captured the essence of creating relationships online, which lead to meaningful customer dialogues, and then measuring the success of those efforts."
—Lester Wunderman, Founder and Chairman Emeritus, Wunderman

"We have been fortunate enough during the past decade to see our business grow in parallel with and in partnership with the team at ZAAZ. As true thought leaders in the web analytics and marketing space, Jason and Shane have captured the important issues facing marketers and business people every day and explained them eloquently in Actionable Web Analytics."
Josh James, CEO & Co-Founder, Omniture

"Some people build web analytics tools. Some work tirelessly, deep in the hearts of their organizations drawing the rich value out of those tools. And then, there are those like Shane and Jason who have spent close to a decade helping a wide variety of companies optimize their advertising spend, supersize their website value, and maximize their online marketing ROI. These guys are in an amazing position to help you figure out all of the above. But that’s just the half of it. While their position is nice, their scary IQ, their awesome curiosity, and their uncanny ability to drill down to bona fide business value make this book a must read."
—Jim Sterne, President, Web Analytics Association and Producer, Emetrics Summit

"The real money is made when the initial click leads to a customer journey filled with meaningful, relevant dialogues that motivate action. Actionable Web Analytics helps marketers take customers on that journey and generate a good ROI doing it."
—Daniel Morel, Chairman & CEO, Wunderman

"These guys have forgotten more about analytics than we mortals will likely ever understand. Most analytics folks revel in the complexity of their work. Jason and Shane know how to simplify and communicate how analytics can really change marketing, and it is incredibly effective."
—Matthew Roche, CEO, Offermatica

"If you’re one of the many people who view web analytics as a necessary evil, this book will spin your perception 180 degrees. That Jason and Shane know web analytics backward and forward (not to mention upside-down and inside-out) is a well-known fact. But these two possess another singular talent: the ability to make analytics palatable, understandable, even digestible for even the most data- and math-adverse right-brain thinker you know (perhaps you’re that person?). These two go way beyond the numbers. They can explain with crystal clarity how to use data to improve processes, businesses, and their bottom lines."
—Rebecca Lieb, Editor-in-Chief, The ClickZ Network

"Digital Marketing excellence is paramount for today’s marketers. In this book, Jason and Shane provide straightforward web analytics insight and instruction to help marketers achieve greater performance and profit from their communications activities."
—Scott Lennard, Advertising Director – Central Marketing Group, Microsoft Corporation

"Jason and Shane have been sharing their extensive experience and insight with clients and through conferences for a while, so it’s about time they committed it to print."
—Laurent Burman, VP Web, Helio

"Jason Burby and Shane Atchison are two guys in the web analytics world that truly understand what success looks like. They wisely took much of what I wrote about in The Big Book of Key Performance Indicators and attached a dollar-sign to it, dramatically improving their client's desire to understand and deploy KPIs. I have little doubt that Actionable Web Analytics: Using Data to Make Smart Business Decisions will long be considered a critical work in the web analytics body of knowledge."
—Eric T. Peterson, author, Web Analytics Demystified, Web Site Measurement Hacks and The Big Book of Key Performance Indicators.

"I have been waiting for a book like this. They’ve helped me understand some of the finer points in web analytics and taught me how I can put those concepts into action with my team. What I like best about working with them is that their knowledge goes beyond finding the data and pulling the numbers—they know how important it is to tell the story behind that data."
—Kristen Findley, Manager, Website Analytics Interactive Marketing, Ameriprise Financial

"Shane, Jason, and the rest of ZAAZ are the preeminent leaders in outsourced professional services and analysis in the web analytics space. They have helped propel the industry forward in both the high end and the mainstream through client engagements, thought-leading articles, and presentations for the past 10 years. Their presence is only growing, so watch closely as they impact the industry over the next 10-plus years."
—Brett Crosby, Senior Manager, Google Analytics

"Jason and Shane have been at the forefront of helping organizations drive actions based on data; it is indeed a privilege to have all their wisdom gelled into a book for the rest of us to benefit from!"
—Avinash Kaushik, Web Analytics Thought Leader/Blogger

"Burby and Atchison bring to web analytics the kind of practical expertise every online marketing manager should have access to. Finally, a book on web analytics that cuts through the clutter and delivers the kind of actionable insights online marketing managers need."
—Tom Taylor, Expedia

Meet the Author

Jason Burby is Chief Analytics and Optimization Officer for ZAAZ, Inc., a web design and analytics consulting firm. His clients have included eTrade, Ford, Sony, PayPal/eBay, Washington Mutual, Reuters, T-Mobile, Levi Strauss, and Microsoft.

Shane Atchison, co-founder and CEO of ZAAZ, Inc., leads its long-term strategic vision of helping companies realize the potential of the Internet and its impact on their business. Among his client list have been Converse, Sony, Ford, Microsoft, and National Geographic.

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews