Actionable Web Analytics

Knowing everything you can about each click to your Web site can help you make strategic decisions regarding your business. This book is about the why, not just the how, of web analytics and the rules for developing a "culture of analysis" inside your organization. Why you should collect various types of data. Why you need a strategy. Why it must remain flexible. Why your data must generate meaningful action. The authors answer these critical questions--and many more--using their decade of experience in Web analytics.

Autorentext

Jason Burby is Chief Analytics and Optimization Officer for
ZAAZ, Inc., a web design and analytics consulting firm. His clients
have included eTrade, Ford, Sony, PayPal/eBay, Washington Mutual,
Reuters, T-Mobile, Levi Strauss, and Microsoft.

Shane Atchison, co-founder and CEO of ZAAZ, Inc., leads
its long-term strategic vision of helping companies realize the
potential of the Internet and its impact on their business. Among
his client list have been Converse, Sony, Ford, Microsoft, and
National Geographic.

Klappentext
Getting ROI from the Web Is Everyone's Job Right now someone is clicking on your website, and knowing everything you can about those clicks and the people that make them is a business imperative. That's the first of a set of compelling business lessons distilled from the authors' decade of experience with the world's most powerful online brands. These lessons help executives, marketers, web managers, designers, and developers take action based on the actual behavior of site visitors.

This book is about the why, not just the how, of web analytics and the rules for developing a "culture of analysis" inside your organization. Why you should collect various types of data. Why you need a strategy. Why it must remain flexible. Why your data must generate meaningful action. Inside you'll learn to demonstrate real ROI from your website.

• Learn to use web analytics data to help make strategic decisions and set corporate goals

• Ask the right questions when planning your website

• Recognize how your data reflects the perceptions of your customers, information on your competitors, and your marketing costs

• Develop criteria for choosing an agency to help you interpret your 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 exciting ways, and Actionable Web Analytics provides a clear and concise guidebook for the marketing executive. Burby and Atchison have captured the essence of creating relationships online, which lead to meaningful customer dialogues, and then measuring the success of those efforts."
Lester Wunderman, Founder and Chairman Emeritus, Wunderman

"We have been fortunate enough during the past decade to see our business grow in parallel with and in partnership with the team at ZAAZ. As true thought leaders in the web analytics and marketing space, Burby and Atchison have captured the important issues facing marketers and business people every day and explained them eloquently in Actionable Web Analytics."
Josh James, CEO and Co-Founder, Omniture

"Burby and Atchison have spent close to a decade helping a wide variety of companies optimize their advertising spend, supersize their website value, and maximize their online marketing ROI. These guys are in an amazing position to help you figure out all of the above. But that's just the half of it. While their position is nice, their scary IQ, their awesome curiosity, and their uncanny ability to drill down to bona fide business value make this book a must read."
Jim Sterne, President of the Web Analytics Association and Producer of Emetrics Summit

Inhalt

Foreword xv

Introduction xxvii

Part I The Changing Landscape of Marketing Online 1

Chapter 1 The Big Picture 3

New Marketing Trends 4

The Consumer Revolution 5

The Shift from Offline to Online Marketing 8

Instant Brand Building (and Destruction) 10

Rich Media and Infinite Variety 12

The Analysis Mandate 13

ROI Marketing 14

Innovation 15

Some Final Thoughts 16

Chapter 2 Performance Marketing 17

Data vs. Design 18

Web Design Today 18

The Web Award Fallacy 19

When Visual Design Goes Wrong 19

Where Data Goes Wrong 21

Performance-Driven Design: Balancing Logic and Creativity 22

Case Study: Dealing with Star Power 23

Case Study: Forget Marketing at All 24

Recap 25

Part II Shifting to a Culture of Analysis 27

Chapter 3 What Culture of Analysis Means 29

What Is a Data-Driven Organization? 30

Data-Driven Decision Making 31

Dynamic Prioritization 32

Perking Up Interest in Web Analytics 34

Establishing a Web Analytics Steering Committee 34

Starting Out Small with a Win 35

Empowering Your Employees 36

Managing Up 36

Impact on Roles beyond the Analytics Team 37

Cross-Channel Implications 40

Questionnaire: Rating Your Level of Data Drive 41

Recap 42

Chapter 4 Avoiding Stumbling Points 43

Do You Need an Analytics Intervention? 44

Analytics Intervention Step 1: Admitting the Problem 44

Analytics Intervention Step 2: Admit That You Are the Problem 46

Analytics Intervention Step 3: Agree That This Is a Corporate Problem 47

The Road to Recovery: Overcoming Real Gaps 48

Issue #1: Lack of Established Processes and Methodology 49

Issue #2: Failure to Establish Proper KPIs and Metrics 49

Issue #3: Data Inaccuracy 50

Issue #4: Data Overload 52

Issue #5: Inability to Monetize the Impact of Changes 53

Issue #6: Inability to Prioritize Opportunities 54

Issue #7: Limited Access to Data 54

Issue #8: Inadequate Data Integration 55

Issue #9: Starting Too Big 56

Issue #10: Failure to Tie Goals to KPIs 57

Issue #11: No Plan for Acting on Insight 58

Issue #12: Lack of Committed Individual and Executive Support 58

Recap 59

Part III Proven Formula for Success 61

Chapter 5 Preparing to Be Data-Driven 63

Web Analytics Methodology 64

The Four Steps of Web Analytics 65

Defining Business Metrics (KPIs) 65

Reports 66

Analysis 67

Optimization and Action 67

Results and Starting Again 68

Recap 68

Chapter 6 Defining Site Goals, KPIs, and Key Metrics 71

Defining Overall Business Goals 72

Defining Site Goals: The Conversion Funnel 73

Awareness 73

Interest 73

Consideration 74

Purchase 74

Website Goals and the Marketing Funnel 74

Understanding Key Performance Indicators (KPIs) 75

Constructing KPIs 76

Creating Targets for KPIs 79

Common KPIs for Different Site Types 80

E-Commerce 80

Lead Generation 82

Customer Service 83

Content Sites 85

Branding Sites 87

Recap 88

Chapter 7 Monetizing Site Behaviors 89

The Monetization Challenge 90

Case Study: Monetization and Motivation 90

Web-Monetization Models 93

Top 10 Ways Monetization Models Can Help Your Company 94

How to Create Monetization Models 95

Assembling a Monetization Model 97 Monetization Models for Different S...