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

By Jason Burby

As a marketer it is very important know how our consumers and clients are interacting along with your model, in particular within the electronic area. This ebook is ready the why, not only the how, of electronic analytics and past. it's meant to assist sellers know the way to higher leverage insights and shift their groups to target electronic good fortune, not only the loads of knowledge. frequently this suggests moving method, attitudes and other people to create a "culture of study" within your company. 'Actionable internet Analytics' stocks the confirmed framework for making that shift in considering for electronic teams.

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A site for bubblegum should not look anything like one for an insurance broker. qxd 4/23/07 11:14 AM Page 23 Case Study: Dealing with Star Power Several years ago, we were working for a shoe company that had an important relationship with a very prominent basketball star. Their marketing department loved him and had, frankly, invested a tremendous amount of money in him. He tested well with the public and was extremely popular among kids. 23 ■ P E R F O R M A N C E - D R I V E N D E S I G N : B A L A N C I N G L O G I C A N D C R E AT I V I T Y How can you know where your site should fall?

We understand that movies are judged on criteria that sometimes add up to a movie we want to see. A particular movie—The English Patient comes to mind—may perfectly fit the industry’s criteria and still be dreadful. In the interest of full disclosure, we should admit that at ZAAZ, we’ve won our share of awards. And from a web agency’s perspective, that’s great. It motivates employees, it attracts quality prospects, and it impresses some of our potential clients. But what’s good for a web agency isn’t always what’s good for a client.

Their marketing department loved him and had, frankly, invested a tremendous amount of money in him. He tested well with the public and was extremely popular among kids. 23 ■ P E R F O R M A N C E - D R I V E N D E S I G N : B A L A N C I N G L O G I C A N D C R E AT I V I T Y How can you know where your site should fall? The answer is a practice called performance-driven design. ” In the best scenario, you should try a number of different designs for each initiative, test them to find the best ones, and then optimize them from there.

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