{"product_id":"actionable-web-analytics-using-data-to-make-smart-business-decisions-paperback-softback-9780470124741","title":"Actionable Web Analytics; Using Data to Make Smart Business Decisions (Paperback \/ softback) 9780470124741","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eActionable Web Analytics\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eUsing Data to Make Smart Business Decisions\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cem\u003e\"Relationship marketing continues to evolve in new and exciting ways, and Actionable Web Analytics provides a clear and concise guidebook for the marketing executive. Shane and Jason have captured the essence of creating relationships online, which lead to meaningful customer dialogues, and then measuring the success of those efforts.\"\u003cbr\u003e \u003cb\u003e—Lester Wunderman, Founder and Chairman Emeritus, Wunderman\u003c\/b\u003e  \u003cp\u003e\"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, Jason and Shane have captured the important issues facing marketers and business people every day and explained them eloquently in \u003ci\u003eActionable Web Analytics\u003c\/i\u003e.\"\u003cbr\u003e —\u003cb\u003eJosh James, CEO \u0026amp; Co-Founder, Omniture\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Some people build web analytics tools. Some work tirelessly, deep in the hearts of their organizations drawing the rich value out of those tools. And then, there are those like Shane and Jason who 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.\"\u003cbr\u003e \u003cb\u003e—Jim Sterne, President, Web Analytics Association and Producer, Emetrics Summit\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"The real money is made when the initial click leads to a customer journey filled with meaningful, relevant dialogues that motivate action. Actionable Web Analytics helps marketers take customers on that journey and generate a good ROI doing it.\"\u003cbr\u003e \u003cb\u003e—Daniel Morel, Chairman \u0026amp; CEO, Wunderman\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"These guys have forgotten more about analytics than we mortals will likely ever understand. Most analytics folks revel in the complexity of their work. Jason and Shane know how to simplify and communicate how analytics can really change marketing, and it is incredibly effective.\"\u003cbr\u003e \u003cb\u003e—Matthew Roche, CEO, Offermatica\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"If you’re one of the many people who view web analytics as a necessary evil, this book will spin your perception 180 degrees. That Jason and Shane know web analytics backward and forward (not to mention upside-down and inside-out) is a well-known fact. But these two possess another singular talent: the ability to make analytics palatable, understandable, even digestible for even the most data- and math-adverse right-brain thinker you know (perhaps you’re that person?). These two go way beyond the numbers. They can explain with crystal clarity how to use data to improve processes, businesses, and their bottom lines.\"\u003cbr\u003e \u003cb\u003e—Rebecca Lieb, Editor-in-Chief, The ClickZ Network\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Digital Marketing excellence is paramount for today’s marketers. In this book, Jason and Shane provide straightforward web analytics insight and instruction to help marketers achieve greater performance and profit from their communications activities.\"\u003cbr\u003e \u003cb\u003e—Scott Lennard, Advertising Director – Central Marketing Group, Microsoft Corporation\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Jason and Shane have been sharing their extensive experience and insight with clients and through conferences for a while, so it’s about time they committed it to print.\"\u003cbr\u003e \u003cb\u003e—Laurent Burman, VP Web, Helio\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Jason Burby and Shane Atchison are two guys in the web analytics world that truly understand what success looks like. They wisely took much of what I wrote about in The Big Book of Key Performance Indicators and attached a dollar-sign to it, dramatically improving their client's desire to understand and deploy KPIs. I have little doubt that Actionable Web Analytics: Using Data to Make Smart Business Decisions will long be considered a critical work in the web analytics body of knowledge.\"\u003cbr\u003e \u003cb\u003e—Eric T. Peterson, author, Web Analytics Demystified, Web Site Measurement Hacks and The Big Book of Key Performance Indicators.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"I have been waiting for a book like this. They’ve helped me understand some of the finer points in web analytics and taught me how I can put those concepts into action with my team. What I like best about working with them is that their knowledge goes beyond finding the data and pulling the numbers—they know how important it is to tell the story behind that data.\"\u003cbr\u003e \u003cb\u003e—Kristen Findley, Manager, Website Analytics Interactive Marketing, Ameriprise Financial\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Shane, Jason, and the rest of ZAAZ are the preeminent leaders in outsourced professional services and analysis in the web analytics space. They have helped propel the industry forward in both 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 the industry over the next 10-plus years.\"\u003cbr\u003e \u003cb\u003e—Brett Crosby, Senior Manager, Google Analytics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Jason and Shane have been at the forefront of helping organizations drive actions based on data; it is indeed a privilege to have all their wisdom gelled into a book for the rest of us to benefit from!\"\u003cbr\u003e \u003cb\u003e—Avinash Kaushik, Web Analytics Thought Leader\/Blogger\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Burby and Atchison bring to web analytics the kind of practical expertise every online marketing manager should have access to. Finally, a book on web analytics that cuts through the clutter and delivers the kind of actionable insights online marketing managers need.\"\u003cbr\u003e \u003cb\u003e—Tom Taylor, Expedia\u003c\/b\u003e\u003c\/p\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eJason Burby (Author), Shane Atchison (Author), Jim Sterne (Foreword by)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470124741, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 29 May 2007\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e288 pages\u003cbr\u003e23.5 x 18.9 x 1.8 cm, 0.435 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eKnowing 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.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword xv\u003c\/p\u003e \u003cp\u003eIntroduction xxvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I The Changing Landscape of Marketing Online 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Big Picture 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNew Marketing Trends 4\u003c\/p\u003e \u003cp\u003eThe Consumer Revolution 5\u003c\/p\u003e \u003cp\u003eThe Shift from Offline to Online Marketing 8\u003c\/p\u003e \u003cp\u003eInstant Brand Building (and Destruction) 10\u003c\/p\u003e \u003cp\u003eRich Media and Infinite Variety 12\u003c\/p\u003e \u003cp\u003eThe Analysis Mandate 13\u003c\/p\u003e \u003cp\u003eROI Marketing 14\u003c\/p\u003e \u003cp\u003eInnovation 15\u003c\/p\u003e \u003cp\u003eSome Final Thoughts 16\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Performance Marketing 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eData vs. Design 18\u003c\/p\u003e \u003cp\u003eWeb Design Today 18\u003c\/p\u003e \u003cp\u003eThe Web Award Fallacy 19\u003c\/p\u003e \u003cp\u003eWhen Visual Design Goes Wrong 19\u003c\/p\u003e \u003cp\u003eWhere Data Goes Wrong 21\u003c\/p\u003e \u003cp\u003ePerformance-Driven Design: Balancing Logic and Creativity 22\u003c\/p\u003e \u003cp\u003eCase Study: Dealing with Star Power 23\u003c\/p\u003e \u003cp\u003eCase Study: Forget Marketing at All 24\u003c\/p\u003e \u003cp\u003eRecap 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Shifting to a Culture of Analysis 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 What “Culture of Analysis” Means 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is a Data-Driven Organization? 30\u003c\/p\u003e \u003cp\u003eData-Driven Decision Making 31\u003c\/p\u003e \u003cp\u003eDynamic Prioritization 32\u003c\/p\u003e \u003cp\u003ePerking Up Interest in Web Analytics 34\u003c\/p\u003e \u003cp\u003eEstablishing a Web Analytics Steering Committee 34\u003c\/p\u003e \u003cp\u003eStarting Out Small with a Win 35\u003c\/p\u003e \u003cp\u003eEmpowering Your Employees 36\u003c\/p\u003e \u003cp\u003eManaging Up 36\u003c\/p\u003e \u003cp\u003eImpact on Roles beyond the Analytics Team 37\u003c\/p\u003e \u003cp\u003eCross-Channel Implications 40\u003c\/p\u003e \u003cp\u003eQuestionnaire: Rating Your Level of Data Drive 41\u003c\/p\u003e \u003cp\u003eRecap 42\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Avoiding Stumbling Points 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDo You Need an Analytics Intervention? 44\u003c\/p\u003e \u003cp\u003eAnalytics Intervention Step 1: Admitting the Problem 44\u003c\/p\u003e \u003cp\u003eAnalytics Intervention Step 2: Admit That You Are the Problem 46\u003c\/p\u003e \u003cp\u003eAnalytics Intervention Step 3: Agree That This Is a Corporate Problem 47\u003c\/p\u003e \u003cp\u003eThe Road to Recovery: Overcoming Real Gaps 48\u003c\/p\u003e \u003cp\u003eIssue #1: Lack of Established Processes and Methodology 49\u003c\/p\u003e \u003cp\u003eIssue #2: Failure to Establish Proper KPIs and Metrics 49\u003c\/p\u003e \u003cp\u003eIssue #3: Data Inaccuracy 50\u003c\/p\u003e \u003cp\u003eIssue #4: Data Overload 52\u003c\/p\u003e \u003cp\u003eIssue #5: Inability to Monetize the Impact of Changes 53\u003c\/p\u003e \u003cp\u003eIssue #6: Inability to Prioritize Opportunities 54\u003c\/p\u003e \u003cp\u003eIssue #7: Limited Access to Data 54\u003c\/p\u003e \u003cp\u003eIssue #8: Inadequate Data Integration 55\u003c\/p\u003e \u003cp\u003eIssue #9: Starting Too Big 56\u003c\/p\u003e \u003cp\u003eIssue #10: Failure to Tie Goals to KPIs 57\u003c\/p\u003e \u003cp\u003eIssue #11: No Plan for Acting on Insight 58\u003c\/p\u003e \u003cp\u003eIssue #12: Lack of Committed Individual and Executive Support 58\u003c\/p\u003e \u003cp\u003eRecap 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Proven Formula for Success 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Preparing to Be Data-Driven 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeb Analytics Methodology 64\u003c\/p\u003e \u003cp\u003eThe Four Steps of Web Analytics 65\u003c\/p\u003e \u003cp\u003eDefining Business Metrics (KPIs) 65\u003c\/p\u003e \u003cp\u003eReports 66\u003c\/p\u003e \u003cp\u003eAnalysis 67\u003c\/p\u003e \u003cp\u003eOptimization and Action 67\u003c\/p\u003e \u003cp\u003eResults and Starting Again 68\u003c\/p\u003e \u003cp\u003eRecap 68\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Defining Site Goals, KPIs, and Key Metrics 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining Overall Business Goals 72\u003c\/p\u003e \u003cp\u003eDefining Site Goals: The Conversion Funnel 73\u003c\/p\u003e \u003cp\u003eAwareness 73\u003c\/p\u003e \u003cp\u003eInterest 73\u003c\/p\u003e \u003cp\u003eConsideration 74\u003c\/p\u003e \u003cp\u003ePurchase 74\u003c\/p\u003e \u003cp\u003eWebsite Goals and the Marketing Funnel 74\u003c\/p\u003e \u003cp\u003eUnderstanding Key Performance Indicators (KPIs) 75\u003c\/p\u003e \u003cp\u003eConstructing KPIs 76\u003c\/p\u003e \u003cp\u003eCreating Targets for KPIs 79\u003c\/p\u003e \u003cp\u003eCommon KPIs for Different Site Types 80\u003c\/p\u003e \u003cp\u003eE-Commerce 80\u003c\/p\u003e \u003cp\u003eLead Generation 82\u003c\/p\u003e \u003cp\u003eCustomer Service 83\u003c\/p\u003e \u003cp\u003eContent Sites 85\u003c\/p\u003e \u003cp\u003eBranding Sites 87\u003c\/p\u003e \u003cp\u003eRecap 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Monetizing Site Behaviors 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Monetization Challenge 90\u003c\/p\u003e \u003cp\u003eCase Study: Monetization and Motivation 90\u003c\/p\u003e \u003cp\u003eWeb-Monetization Models 93\u003c\/p\u003e \u003cp\u003eTop 10 Ways Monetization Models Can Help Your Company 94\u003c\/p\u003e \u003cp\u003eHow to Create Monetization Models 95\u003c\/p\u003e \u003cp\u003eAssembling a Monetization Model 97\u003c\/p\u003e \u003cp\u003eMonetization Models for Different Site Types and Behaviors 100\u003c\/p\u003e \u003cp\u003eE-Commerce Opportunity 100\u003c\/p\u003e \u003cp\u003eLead Generation 102\u003c\/p\u003e \u003cp\u003eCustomer Service 104\u003c\/p\u003e \u003cp\u003eAd-Supported Content Sites 106\u003c\/p\u003e \u003cp\u003eRecap 108\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Getting the Right Data 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePrimary Data Types 110\u003c\/p\u003e \u003cp\u003eWarning: Avoid Data Smog 110\u003c\/p\u003e \u003cp\u003eBehavioral Data 111\u003c\/p\u003e \u003cp\u003eAttitudinal Data 112\u003c\/p\u003e \u003cp\u003eBalancing Behavioral and Attitudinal Data 112\u003c\/p\u003e \u003cp\u003eCompetitive Data 113\u003c\/p\u003e \u003cp\u003eSecondary Data Types 116\u003c\/p\u003e \u003cp\u003eCustomer Interaction and Data 116\u003c\/p\u003e \u003cp\u003eThird-Party Research 117\u003c\/p\u003e \u003cp\u003eUsability Benchmarking 117\u003c\/p\u003e \u003cp\u003eHeuristic Evaluation and Expert Reviews 118\u003c\/p\u003e \u003cp\u003eCommunity Sourced Data 119\u003c\/p\u003e \u003cp\u003eLeveraging These Data Types 120\u003c\/p\u003e \u003cp\u003eComparing Performance with Others 120\u003c\/p\u003e \u003cp\u003eWhat Is a Relative Index? 122\u003c\/p\u003e \u003cp\u003eExamples of Relative Indices 122\u003c\/p\u003e \u003cp\u003eCustomer Engagement 123\u003c\/p\u003e \u003cp\u003eMethodology: Leveraging Indices across Your Organization 124\u003c\/p\u003e \u003cp\u003eCase Study: Leveraging Different Data Types to Improve Site Performance 126\u003c\/p\u003e \u003cp\u003eRecap 128\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Analyzing Site Performance 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAnalysis vs. Reporting 130\u003c\/p\u003e \u003cp\u003eDon’t Blame Your Tools 131\u003c\/p\u003e \u003cp\u003eExamples of Analysis 132\u003c\/p\u003e \u003cp\u003eAnalyzing Purchasing Processes to Find Opportunities 132\u003c\/p\u003e \u003cp\u003eAnalyzing Lead Processes to Find Opportunities 135\u003c\/p\u003e \u003cp\u003eUnderstanding What Onsite Search Is Telling You 136\u003c\/p\u003e \u003cp\u003eEvaluating the Effectiveness of Your Home Page 138\u003c\/p\u003e \u003cp\u003eEvaluating the Effectiveness of Branding Content: Branding Metrics 138\u003c\/p\u003e \u003cp\u003eEvaluating the Effectiveness of Campaign Landing Pages 140\u003c\/p\u003e \u003cp\u003eSegmenting Traffic to Identify Behavioral Differences 142\u003c\/p\u003e \u003cp\u003eSegmenting Your Audience 142\u003c\/p\u003e \u003cp\u003eCase Study: Segmenting for a Financial Services Provider 143\u003c\/p\u003e \u003cp\u003eAnalyzing Drivers to Offline Conversion 144\u003c\/p\u003e \u003cp\u003eTracking Online Partner Handoffs and Brick-And-Mortar Referrals 144\u003c\/p\u003e \u003cp\u003eTracking Offline Handoffs to Sales Reps 144\u003c\/p\u003e \u003cp\u003eTracking Visitors to a Call Center 145\u003c\/p\u003e \u003cp\u003eDelayed Conversion 146\u003c\/p\u003e \u003cp\u003eTracking Delayed Conversion 146\u003c\/p\u003e \u003cp\u003eReporting in a Timely Manner 147\u003c\/p\u003e \u003cp\u003eRecap 147\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Prioritizing 149\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow We Prioritize 150\u003c\/p\u003e \u003cp\u003eThe Principles of Dynamic Prioritization 150\u003c\/p\u003e \u003cp\u003eTraditional Resource Prioritization 151\u003c\/p\u003e \u003cp\u003eDynamic Prioritization 152\u003c\/p\u003e \u003cp\u003eDynamic Prioritization Scorecard 154\u003c\/p\u003e \u003cp\u003eDynamic Prioritization in Action 154\u003c\/p\u003e \u003cp\u003eForecasting Potential Impact 155\u003c\/p\u003e \u003cp\u003eComparing Opportunities 157\u003c\/p\u003e \u003cp\u003eMoving Your Company Toward Dynamic Prioritization 157\u003c\/p\u003e \u003cp\u003eOvercoming Common Excuses 158\u003c\/p\u003e \u003cp\u003eConclusion 159\u003c\/p\u003e \u003cp\u003eRecap 160\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Moving from Analysis to Site Optimization 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTesting Methodologies and Tools 162\u003c\/p\u003e \u003cp\u003eA\/B Testing 162\u003c\/p\u003e \u003cp\u003eA\/B\/n Testing 162\u003c\/p\u003e \u003cp\u003eMultivariate Tests 162\u003c\/p\u003e \u003cp\u003eHow to Choose a Test Type 163\u003c\/p\u003e \u003cp\u003eTesting Tools 164\u003c\/p\u003e \u003cp\u003eWhat to Test 164\u003c\/p\u003e \u003cp\u003ePrioritizing Tests 166\u003c\/p\u003e \u003cp\u003eCreating a Successful Test 167\u003c\/p\u003e \u003cp\u003eUnderstanding Post-Test Analysis 168\u003c\/p\u003e \u003cp\u003eOptimizing Segment Performance 168\u003c\/p\u003e \u003cp\u003eExample One: Behavior-Based Testing 169\u003c\/p\u003e \u003cp\u003eExample Two: Day-of-the-Week Testing 169\u003c\/p\u003e \u003cp\u003ePlanning for Optimization 169\u003c\/p\u003e \u003cp\u003eBudgeting for Optimization 170\u003c\/p\u003e \u003cp\u003eSkills Needed for a Successful Optimization Team 171\u003c\/p\u003e \u003cp\u003eOvercoming IT Doubts 173\u003c\/p\u003e \u003cp\u003eIT Doesn’t Understand the Process 174\u003c\/p\u003e \u003cp\u003eTesting Prioritization 174\u003c\/p\u003e \u003cp\u003eLack of Executive Support 174\u003c\/p\u003e \u003cp\u003eLearning from Your Successes and Mistakes 175\u003c\/p\u003e \u003cp\u003eLearning from the Good and the Bad 175\u003c\/p\u003e \u003cp\u003eA Quick Way Up the Learning Curve 176\u003c\/p\u003e \u003cp\u003eSpreading the Word 176\u003c\/p\u003e \u003cp\u003eTest Examples 176\u003c\/p\u003e \u003cp\u003ePrice 177\u003c\/p\u003e \u003cp\u003ePromotional 178\u003c\/p\u003e \u003cp\u003eMessage 179\u003c\/p\u003e \u003cp\u003ePage Layout 180\u003c\/p\u003e \u003cp\u003eNew Site Launches or New Functionality 180\u003c\/p\u003e \u003cp\u003eSite Navigation and Taxonomy 181\u003c\/p\u003e \u003cp\u003eRecap 182\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Agencies 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Use an Agency at All? 186\u003c\/p\u003e \u003cp\u003eFinding an Agency 187\u003c\/p\u003e \u003cp\u003eCreating an RFP 188\u003c\/p\u003e \u003cp\u003eIntroduction and Company Background 189\u003c\/p\u003e \u003cp\u003eScope of Work and Business Goals 191\u003c\/p\u003e \u003cp\u003eTimelines 193\u003c\/p\u003e \u003cp\u003eFinancials 194\u003c\/p\u003e \u003cp\u003eThe Rest of the RFP: Asking the Right Questions 195\u003cbr\u003e\u003cbr\u003eMutual Objective: Success 196\u003c\/p\u003e \u003cp\u003eDoing the Work 198\u003c\/p\u003e \u003cp\u003eThe Secret Agency Sauce 199\u003c\/p\u003e \u003cp\u003eRecap 200\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 The Creative Brief 201\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is a Creative Brief? 202\u003c\/p\u003e \u003cp\u003eThe Brief 202\u003c\/p\u003e \u003cp\u003eComponents of a Data-Driven Brief 203\u003c\/p\u003e \u003cp\u003eCreative Brief Metrics 203\u003c\/p\u003e \u003cp\u003eAnalytics and Creativity 205\u003c\/p\u003e \u003cp\u003eThe Iterative Design Cycle 206\u003c\/p\u003e \u003cp\u003eA Sample Creative Brief 206\u003c\/p\u003e \u003cp\u003eCreative Brief: Robotwear.Com 206\u003c\/p\u003e \u003cp\u003eRecap 210\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Staffing and Tuning Your Web Team 211\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSkills That Make a Great Web Analyst 212\u003c\/p\u003e \u003cp\u003eTechnical vs. Interpretive Expertise 212\u003c\/p\u003e \u003cp\u003eKey Web Analyst Skills 213\u003c\/p\u003e \u003cp\u003eThe Roles of the Web Analyst 214\u003c\/p\u003e \u003cp\u003eBuilding Your Web-Analytics Team: Internal and External Teams 215\u003c\/p\u003e \u003cp\u003eEstimating Your Cost 215\u003c\/p\u003e \u003cp\u003eKey Analytics Positions 216\u003c\/p\u003e \u003cp\u003eExpanding the Circle of Influence 217\u003c\/p\u003e \u003cp\u003eInternal vs. External Teams 217\u003c\/p\u003e \u003cp\u003eEducation and Training for Web Analysts 219\u003c\/p\u003e \u003cp\u003eWeb Analytics Association 219\u003c\/p\u003e \u003cp\u003eConferences 219\u003c\/p\u003e \u003cp\u003eUniversity of British Columbia Courses 220\u003c\/p\u003e \u003cp\u003eMessage Boards 220\u003c\/p\u003e \u003cp\u003eClickZ and Other Online Media 220\u003c\/p\u003e \u003cp\u003eBlogs 220\u003c\/p\u003e \u003cp\u003eWeb Analytics Wednesdays 220\u003c\/p\u003e \u003cp\u003eVendor Training 221\u003c\/p\u003e \u003cp\u003eAgency Partners 221\u003c\/p\u003e \u003cp\u003eHands-on Experience 221\u003c\/p\u003e \u003cp\u003eRecap 221\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Partners 223\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhen to Choose an Analytics Tool Vendor 224\u003c\/p\u003e \u003cp\u003eMethodology for Selecting a Tool 225\u003c\/p\u003e \u003cp\u003eSelecting a Review Committee 225\u003c\/p\u003e \u003cp\u003eEstablishing a Timeline 226\u003c\/p\u003e \u003cp\u003eCriteria to Review and Select Vendors 226\u003c\/p\u003e \u003cp\u003e10 Questions to Ask Web Analytics Vendors 228\u003c\/p\u003e \u003cp\u003eComparing to Free Tools 229\u003c\/p\u003e \u003cp\u003eASP or Software Version 229\u003c\/p\u003e \u003cp\u003eData Capture 230\u003c\/p\u003e \u003cp\u003eTotal Cost of Ownership 230\u003c\/p\u003e \u003cp\u003eSupport 231\u003c\/p\u003e \u003cp\u003eData Segmentation 232\u003c\/p\u003e \u003cp\u003eData Export and Options 232\u003c\/p\u003e \u003cp\u003eData Integration 233\u003c\/p\u003e \u003cp\u003eThe Future 233\u003c\/p\u003e \u003cp\u003eReferences 234\u003c\/p\u003e \u003cp\u003eRecap 234\u003c\/p\u003e \u003cp\u003eConclusion 235\u003c\/p\u003e \u003cp\u003eAppendix:Web Analytics “Big Three” Definitions 237\u003c\/p\u003e \u003cp\u003eHow We Define Terms 238\u003c\/p\u003e \u003cp\u003eDefinition Framework Overview 239\u003c\/p\u003e \u003cp\u003eTerm: Unique Visitors 239\u003c\/p\u003e \u003cp\u003eTerm: Visits\/Sessions 240\u003c\/p\u003e \u003cp\u003eTerm: Page Views 240\u003c\/p\u003e \u003cp\u003eIndex 243\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Computer science [\u003ca title=\"See our other books on Computer science\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Computer%20science%20%5BUY%5D%22\"\u003eUY\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Sybex","offers":[{"title":"Brand New","offer_id":52511129403672,"sku":"9780470124741","price":19.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470124741.jpg?v=1786585040","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/actionable-web-analytics-using-data-to-make-smart-business-decisions-paperback-softback-9780470124741","provider":"Freshly Printed Books","version":"1.0","type":"link"}