Actionable web analytics: using data to make smart business by Jason Burby

By Jason Burby

Realizing every thing you could approximately each one click on on your site can help make strategic judgements relating to your enterprise. This publication is ready the why, not only the how, of internet analytics and the foundations for constructing a "culture of study" inside of your company. Why you want to acquire a variety of kinds of facts. Why you would like a method. Why it needs to stay versatile. Why your facts needs to generate significant motion. The authors solution those severe questions-and many more-using their decade of expertise in net analytics.

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7 ■ NEW MARKETING TRENDS to you in real time (and it’s definitely way after working hours for them). They may send you a discount code so you can get the receiver at 10% off at a preferred online retailer. The Internet shifted the power of choice from manufacturers, suppliers, advertising agencies, and stores to the single most important element of the system: the consumer. The flow of data has changed from trickle-down to a wide-open river, with the consumer being able to drink when and where they choose.

The power of millions of consumers is always stronger than the power of a single company. Transparency is the only strong strategic move left when marketing. But savvy marketers have a weapon at their disposal that consumers don’t have. That weapon, as you’ll see again and again in this book, is the data. The ability to engage in web analysis lets you harness the power of consumer choices and use it to predict and direct future behavior. As in any good system, there are always ways to find order amidst the chaos.

Chapter 11 of this book will discuss site optimization in detail and help you take action based on the insights you glean from analytics. qxd 4/23/07 11:12 AM Page 10 The ongoing shift in marketing focus from offline to online is only the first step. The longer-term reality will be a seamless blending of the online and offline worlds. Many businesses are already treating the two channels as points along a continuum instead of discrete entities and in doing so are elevating the stakes for everyone in their industry.

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