Actionable Web Analytics: Using Data to Make Smart Business Decisions

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John Wiley & Sons, Aug 27, 2007 - Computers - 256 pages
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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.
 

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User Review  - rickgalan - Overstock.com

This is a very thorough and thoughtprovoking book on web analytics. I would recommend it to anyone building a site or working in an internet marketing department. Read full review

Contents

Using Data To Make Smart Business Decisions Part II Shifting to a Culture of Analysis
Using Data To Make Smart Business Decisions Part III Proven Formula for Success

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About the author (2007)

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.

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