Dimensions
226 x 189 x 11mm
This book will show web analysts and online marketers how to use analysis to drive action and change that can transform their organizations.
Provides online marketers with a strategic framework for approaching web analysis, as well as a toolbox of analysis tips and techniques.
Focuses on the unique challenges faced by web analysts and online marketers working at medium-to-large companies.
Contains real-world examples and case studies from some of the world's top data driven companies.
'Action heroes' are web analysts who convince their organizations to act on their recommendations to optimize their business. Web Analytics Action Hero will provide web analysts the strategic framework they need to be more efficient and effective in their roles, thereby becoming 'heroes' due to the value they add to their organizations. In discussing how both analysts and marketers need to move beyond reporting and toward analysis to drive action and change within their organizations, the book will address the unique challenges of analysts and online marketers working within mid-to-large companies. It will take a principle-based approach rather than a product/feature-driven approach in order to reach an audience broader than just those using a particular tool (Adobe or non-Adobe). The book will be divided into two main sections; the first lays the strategic foundation of the analysis framework: what analysts should do before they analyze - focus; and what to do with the analysis - communicate. The second section will drill into different analysis techniques and tips related to web analytics, providing a tactical toolbox for web analysis. The topics will be reinforced and brought into practice with real-world examples from analysts from large and small companies.
