Actionable Web Analytics: Using Data to Make Smart Business Decisions
Author: Jason Burby and Shane Atchison
John Wiley & Sons, 2007
- The Big Picture
- Performance Marketing
- What "Culture of Analysis" Means
- Avoiding Stumbling Points
- Preparing to Be Data-Driven
- Defining Site Goals, KPIs, and Key Metrics
- Monetizing Site Behaviors
- Getting the Right Data
- Analyzing Site Performance
- Prioritizing
- Moving from Analysis to Site Optimization
- Agencies
- The Creative Brief
- Staffing and Tuning Your Web Team
- Analytics Tools