Research Catalog

Title

Web analytics action hero : using analysis to gain insight and optimize your business / Brent Dykes.

Author

Dykes, Brent.

Publication

Berkeley, CA : Adobe Press, ©2012.

Items in the Library & Off-site

Details

Description

xx, 235 p. : col. ill.; 23 cm.

Summary

"While most of us never battle evil scientists or defuse nuclear warheads, successful web analysts benefit from the same attributes that fictional action heroes embody. As a web analyst, your main goal is to improve your organization's online performance. You can become an "action hero" by translating analysis insights into action that generates significant returns for your company. How you approach analysis is critical to your overall success. In this book, web analytics expert Brent Dykes addresses the unique challenges facing analysts and online marketers working within small and large companies, teaching you how to move beyond reporting and toward analysis to drive action and change. Taking a principle-based rather than a tool-specific approach, Brent introduces you to the Action Hero Framework that breaks down the analysis process into three key stages: Prioritize (what to analyze), Analyze (how to analyze), and Mobilize (how to drive action). And he reinforces these topics with real-world examples and practical tips from seasoned analysts at leading companies"--Back cover.

Subject

• Internet marketing
• Web usage mining
• Electronic commerce
• Marketing > Management > Data processing
• Internet users > Statistics > Data processing
• Business enterprises > Computer networks
• Business and Management
• Internet users

Genre/Form

• Statistics
• Statistics.
• Statistiques.

Bibliography (note)

• Includes bibliographical references and index.

Contents

• Machine generated contents note: ch. 1 Wanamaker's Quote Is Dead -- The Deepening Data Deluge -- Human Intervention Still Required -- Who's at the Wheel? -- The Cavalry Isn't Coming -- Data-Driven Marketing: Stay Goal-Oriented -- Everyone Is a Part-Time Analyst -- Enter the Action Hero -- ch. 2 On The Road To Actionland -- Start in Setupland -- Don't Get Stuck -- A Ticket to Actionland -- Myth: Setupland Is Once and Done -- A Tale of Two Analysts -- Where Do Reporting Robots Come From? -- The Difference Between Reporting and Analysis -- Purpose -- Tasks -- Outputs -- Delivery -- Value -- Reporting Robot Rehab -- Break the Reporting Routine -- Gathering Business Requirements -- Actionland Is Not Fantasyland -- ch. 3 The Makings Of An Action Hero -- Ability: Attributes of a Good Web Analyst -- Business Acumen -- Analytical Skills -- People Skills -- Web Savviness -- Hero Factor (H Factor) -- No Analyst Is Perfect -- Environment: How to Thrive, Not Just Survive.
• Contents note continued: Executive Sponsor: Do You Have a Champion? -- Strategy: Is Your Online Strategy MIA? -- Staffing: Do You Have All the Positions Covered? -- Training: Who Knows How to Use the Tools? -- Data: How Useful Is Your Sandbox? -- Tools: Do You Have What You Need? -- Accountability: Do They Care About the Numbers? -- Create Your Ideal Environment by Building Momentum -- Approach: The Way of the Action Hero -- Role of the Web Analyst -- The Action Hero Framework -- ch. 4 Prioritize For Impact -- The Key Drivers of Analysis Direction -- What's Keeping Your CXO Awake at Night? -- The Anatomy of Strategy -- Deciphering Key Business Objectives -- The Nunchucks of Analysis -- Time for a Reality Check -- The Action Roadblocks -- Expanding Your Ability to Influence -- Biggest Bang for the Buck -- Follow the Money Trail -- Analysis Prioritization Grid -- Context Is Your Constant Companion -- Owning the Context Wheel -- Plugging into Tribal Knowledge -- Be the HUB.
• Contents note continued: ch. 5 Analyze For Insight -- Online Analysis Meets the Scientific Method -- Battling Biases -- Eradicating Errors -- Annihilating Assumptions -- When Analysis Isn't Scientific -- HEROIC Approach: Turning Over Rocks Strategically -- Have a Hit List -- Evaluate Data and Its Context -- Recognize Opportunities -- Techniques for Analyzing Numerical Data -- Techniques for Analyzing Data Visually -- No Strategic Stone Left Unturned -- Obtain Deeper Insights -- Using Fishbone Diagrams to Find Causes -- Drilling Deeper with the Five Whys Method -- Divide and Conquer Your Data Through Segmentation -- Experience It Firsthand -- Inspect Monetary Value -- The Three Amigos of Monetization -- Choose the Best Options -- ch. 6 Mobilize For Success -- The Action Hero Mind-set -- Overcoming Resistance -- Know the Audience -- Executives -- Marketers -- IT Professionals -- UX Designers -- Product/Content Owners -- Demystifying Decision Making -- Don't Hate the HiPPO.
• Contents note continued: Nail the Message -- Speak the Universal Language of Money -- Simplify to the Core -- Data Visualization Matters -- Storytelling with Data -- Coming Through Loud and Clear -- Stay the Course -- Encourage Discussion -- Reduce Pre-Decision Friction -- Test the Path -- How to Handle a Thumbs Down -- How to Handle a Thumbs Up -- Close the Loop -- Evangelize Your Success -- ch. 7 Analysis In Action -- Get in the Zone -- Good, Better, and Best -- Learn by Example -- Acquisition Analysis Examples -- How Can I Optimize Our Marketing Channels? -- How Can I Optimize Our Marketing Campaigns? -- How Can I Optimize Our Paid Search Campaigns? -- What Caused the Spike in Traffic on My Site? -- Site Interactions Analysis Examples -- How Can I Improve a Particular Landing Page? -- What Are the Main Paths of Our Visitors? -- Which Pages Are Influencing Site Success? -- Which Products Should I Feature in Promotional Efforts?
• Contents note continued: How Can I Improve Our Onsite Promotional Content? -- What Links Are Broken and How Do I Fix Them? -- How Can I Enhance the Effectiveness of Our Internal Search? -- Conversion Process Analysis Example -- Where Is Attrition Occurring in Our Conversion Process? -- Visitor Value Analysis Example -- How Do I Market to Our Most Valuable Customers? -- Take These Techniques Further -- ch. 8 Ready For Action? -- Data-Driven and Action-Agile -- How Action-Agile Is Your Company? -- What's Your Optimization Throughput? -- Are You Ready for Action? -- Formulate Your Action Plan -- No Mission Impossible.

ISBN

• 9780321794017
• 032179401X

LCCN

2011277509

OCLC

• ocn776740416
• 776740416
• SCSB-1658510

Owning Institutions

Princeton University Library