Actionable Web Analytics
Using Data to Make Smart Business Decisions
By Jason Burby, Shane Atchison
Publisher: Wiley / Sybex
Final Release Date: August 2007
Pages: 256

Getting ROI from the Web Is Everyone's Job

Right now someone is clicking on your website, and knowingeverything you can about those clicks and the people that make themis a business imperative. That's the first of a set of compellingbusiness lessons distilled from the authors' decade of experiencewith the world's most powerful online brands. These lessons helpexecutives, marketers, web managers, designers, and developers takeaction based on the actual behavior of site visitors.

This book is about the why, not just the how, of web analyticsand the rules for developing a "culture of analysis" inside yourorganization. Why you should collect various types of data. Why youneed a strategy. Why it must remain flexible. Why your data mustgenerate meaningful action. Inside you'll learn to demonstrate realROI from your website.

  • Learn to use web analytics data to help make strategicdecisions and set corporate goals
  • Ask the right questions when planning your website

  • Recognize how your data reflects the perceptions of yourcustomers, information on your competitors, and your marketingcosts

  • Develop criteria for choosing an agency to help you interpretyour data

  • Discover how successful your marketing efforts have been

  • Create a culture of analysis within your organization

"Relationship marketing continues to evolve in new and excitingways, and Actionable Web Analytics provides a clear and conciseguidebook for the marketing executive. Burby and Atchison havecaptured the essence of creating relationships online, which leadto meaningful customer dialogues, and then measuring the success ofthose efforts."
—Lester Wunderman, Founder and Chairman Emeritus,Wunderman

"We have been fortunate enough during the past decade to see ourbusiness grow in parallel with and in partnership with the team atZAAZ. As true thought leaders in the web analytics and marketingspace, Burby and Atchison have captured the important issues facingmarketers and business people every day and explained themeloquently in Actionable Web Analytics."
—Josh James, CEO and Co-Founder, Omniture

"Burby and Atchison have spent close to a decade helping a widevariety of companies optimize their advertising spend, supersizetheir website value, and maximize their online marketing ROI. Theseguys are in an amazing position to help you figure out all of theabove. But that's just the half of it. While their position isnice, their scary IQ, their awesome curiosity, and their uncannyability to drill down to bona fide business value make this book amust read."
—Jim Sterne, President of the Web Analytics Association andProducer of Emetrics Summit

"Relationship marketing continues to evolve in new and excitingways, and Actionable Web Analytics provides a clear and conciseguidebook for the marketing executive. Shane and Jason havecaptured the essence of creating relationships online, which leadto meaningful customer dialogues, and then measuring the success ofthose efforts."
—Lester Wunderman, Founder and Chairman Emeritus,Wunderman

"We have been fortunate enough during the past decade to see ourbusiness grow in parallel with and in partnership with the team atZAAZ. As true thought leaders in the web analytics and marketingspace, Jason and Shane have captured the important issues facingmarketers and business people every day and explained themeloquently 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 valueout of those tools. And then, there are those like Shane and Jasonwho have spent close to a decade helping a wide variety ofcompanies optimize their advertising spend, supersize their websitevalue, and maximize their online marketing ROI. These guys are inan amazing position to help you figure out all of the above. Butthat’s just the half of it. While their position is nice,their scary IQ, their awesome curiosity, and their uncanny abilityto drill down to bona fide business value make this book a mustread."
—Jim Sterne, President, Web Analytics Association andProducer, Emetrics Summit

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

"These guys have forgotten more about analytics than we mortalswill likely ever understand. Most analytics folks revel in thecomplexity of their work. Jason and Shane know how to simplify andcommunicate how analytics can really change marketing, and it isincredibly effective."
—Matthew Roche, CEO, Offermatica

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

"Digital Marketing excellence is paramount for today’smarketers. In this book, Jason and Shane provide straightforwardweb analytics insight and instruction to help marketers achievegreater performance and profit from their communicationsactivities."
—Scott Lennard, Advertising Director – CentralMarketing Group, Microsoft Corporation

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

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

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

"Shane, Jason, and the rest of ZAAZ are the preeminent leadersin outsourced professional services and analysis in the webanalytics space. They have helped propel the industry forward inboth 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 theindustry over the next 10-plus years."
—Brett Crosby, Senior Manager, Google Analytics

"Jason and Shane have been at the forefront of helpingorganizations drive actions based on data; it is indeed a privilegeto have all their wisdom gelled into a book for the rest of us tobenefit from!"
—Avinash Kaushik, Web Analytics ThoughtLeader/Blogger

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

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