Actionable Web Analytics: Using Data to Make Smart Business Decisions

Author: Jason Burby and Shane Atchison
John Wiley & Sons, 2007

  1. The Big Picture
  2. Performance Marketing
  3. What "Culture of Analysis" Means
  4. Avoiding Stumbling Points
  5. Preparing to Be Data-Driven
  6. Defining Site Goals, KPIs, and Key Metrics
  7. Monetizing Site Behaviors
  8. Getting the Right Data
  9. Analyzing Site Performance
  10. Prioritizing
  11. Moving from Analysis to Site Optimization
  12. Agencies
  13. The Creative Brief
  14. Staffing and Tuning Your Web Team
  15. Analytics Tools