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Jackson, S: Cult of Analytics


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en Limba Engleză Carte Paperback – 08 May 2009
Cult of Analytics enables professionals to build an analytics driven culture into their business or organization. Marketers will learn how to turn tried and tested tactics into an actionable plan to change their culture to one that uses web analytics on a day to day basis. 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 is a must have for any would-be digital marketer. A practical and applied guide, the book starts with how to organize marketing staff to working out what marketers should measure in order to gauge the relative success or failure of their online activities, the book expands to cover how to achieve online business objectives by using web analytics.
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Specificații

ISBN-13: 9781856176118
ISBN-10: 1856176118
Pagini: 288
Ilustrații: Illustrated
Dimensiuni: 190 x 246 x 16 mm
Greutate: 0.58 kg
Editura: Elsevier

Public țintă

Primary - 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.
Secondary - final year undergraduates and postgraduates on e-marketing courses.

Cuprins

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

Recenzii

"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 ߝ 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 ߝ from corporate adoption of analytics down into the depths of key performance indicators ߝ 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

"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