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Actionable Web Analytics: Using Data to Make Smart Business Decisions [Kindle Edition]

Jason Burby , Shane Atchison , Jim Sterne
2.5 out of 5 stars  See all reviews (2 customer reviews)

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Book Description

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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Review

"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." —Lester Wunderman, Founder and Chairman Emeritus, Wunderman "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 Actionable Web Analytics ." — Josh James, CEO & Co–Founder, Omniture "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." —Jim Sterne, President, Web Analytics Association and Producer, Emetrics Summit "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." —Daniel Morel, Chairman & CEO, Wunderman "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." —Matthew Roche, CEO, Offermatica "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." —Rebecca Lieb, Editor–in–Chief, The ClickZ Network "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." —Scott Lennard, Advertising Director – Central Marketing Group, Microsoft Corporation "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." —Laurent Burman, VP Web, Helio "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." —Eric T. Peterson, author, Web Analytics Demystified, Web Site Measurement Hacks and The Big Book of Key Performance Indicators. "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." —Kristen Findley, Manager, Website Analytics Interactive Marketing, Ameriprise Financial "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." —Brett Crosby, Senior Manager, Google Analytics "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!" —Avinash Kaushik, Web Analytics Thought Leader/Blogger "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." —Tom Taylor, Expedia

From the Back Cover

Getting ROI from the Web Is Everyone′s Job Right now someone is clicking on your website, and knowing everything you can about those clicks and the people that make them is a business imperative. That′s the first of a set of compelling business lessons distilled from the authors′ decade of experience with the world′s most powerful online brands. These lessons help executives, marketers, web managers, designers, and developers take action based on the actual behavior of site visitors. 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. Inside you′ll learn to demonstrate real ROI from your website. Learn to use web analytics data to help make strategic decisions and set corporate goals Ask the right questions when planning your website Recognize how your data reflects the perceptions of your customers, information on your competitors, and your marketing costs Develop criteria for choosing an agency to help you interpret your data Discover how successful your marketing efforts have been Create a culture of analysis within your organization "Relationship marketing continues to evolve in new and exciting ways, and Actionable Web Analytics provides a clear and concise guidebook for the marketing executive. Burby and Atchison have captured the essence of creating relationships online, which lead to meaningful customer dialogues, and then measuring the success of those efforts." —Lester Wunderman, Founder and Chairman Emeritus, Wunderman "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, Burby and Atchison have captured the important issues facing marketers and business people every day and explained them eloquently in Actionable Web Analytics." —Josh James, CEO and Co–Founder, Omniture "Burby and Atchison 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." —Jim Sterne, President of the Web Analytics Association and Producer of Emetrics Summit

Product details

  • Format: Kindle Edition
  • File Size: 1314 KB
  • Print Length: 289 pages
  • Page Numbers Source ISBN: 0470124741
  • Publisher: Sybex; 1 edition (19 Oct. 2009)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B0030II24K
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Average Customer Review: 2.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: #753,684 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Most Helpful Customer Reviews
4.0 out of 5 stars from scratch 28 Mar. 2009
Format:Paperback|Verified Purchase
For someone new to analytics this one has not proven to be ideal. It is aimed more at the marketing end of the scale and doesn't concentrate as well as others on the "how to". Having said that it is an excellent business book, just not ideal for me
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1.0 out of 5 stars Good title, no content. 17 Mar. 2013
Format:Paperback|Verified Purchase
The book almost has no content though the title has very relevant key words. I won't recommend it to the students.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.3 out of 5 stars  19 reviews
18 of 20 people found the following review helpful
4.0 out of 5 stars Good book for big business... but not for start-ups 8 Sept. 2007
By Frank from Atlanta - Published on Amazon.com
Format:Paperback
Actionable Web Analytics is both well thought out and well written; but it's geared for big business (or medium size at least). If you're a general manager or executive type getting involved with web analytics this is a great book.

However, it's not geared toward the start-up entrepreneur. One of the sections talks about getting your "team" involved... your team being your: CMO (chief marketing officer), web team manager/leader, designer, information architect, usability expert, copywriter, developer, web analyst, strategist, channel manager, segmentation lead, etc. ,etc. For this I joked to my girlfriend that I guess i can have my meeting in front of the mirror! I'm all of these titles I guess. Another section talks about a company that incorrectly spent $150,000 per month on web analytics. While they did mention that this money was somewhat illspent, for entreprenurs this is totally irrelevant.

I gave it a good rating (4 stars) simply because I think the audience the authors intended (corporate types) will get a great benefit out of it. The book is particularly useful if a reader needs to put together a cohesive argument to someone else (e.g. upper management) that analytics (basically measurements) can help with making a company's website more profitable. To that end, the book does a great job!
9 of 10 people found the following review helpful
5.0 out of 5 stars A Strong Addition to the World of Web Analytics and Web Marketing 1 Jun. 2007
By Kathy Schramke - Published on Amazon.com
Format:Paperback
I pre-ordered this book after hearing Jason and Shane speak at the Omniture conference in March. It was finally delivered yesterday and I read it cover-to-cover last night. The book provides an easy to read and easy to understand overview of what web analytics is and why it is such an important part of web marketing. It also does an excellent job of identifying key web marketing best practices and the differences in skills that distinguish an analyst that is trolling away in a cube and an analyst that CEO invites to his country club for lunch. Read this book if you want to implement best of breed strategies and tactics that work in almost any organization. Digest each page of this book and you might be the person that replaces the CEO one day.
7 of 8 people found the following review helpful
5.0 out of 5 stars At least two of the chapters will change your carreer 7 Jun. 2007
By Akin Arikan - Published on Amazon.com
Format:Paperback
If you are a web analyst, definitely, definitely add this book to your web analytics collection and read the two chapters on Monetization and Prioritization. Even if you read nothing else in the book, I promise your carreer will change for the better. People will start listening to you. You will get a promotion and you will get a raise. And you will start achieving more results with web analytics. It may not even take you more than 30 minutes to grasp the essence of those chapters. Awesome. And if you are a manager of a web analytics program. Why reinvent the wheel, this book has best practices for managing.

Having been in the industry for seven years I read almost every book on web analytics. Was great to see that this book adds its own unique insights that must not be missing in ones collection.
2 of 2 people found the following review helpful
5.0 out of 5 stars A Web Analytics Must 18 July 2007
By John A. Hart - Published on Amazon.com
Format:Paperback
A simple, yet powerful, easy to understand approach for all levels of expertise in the area of web analytics. For those that feel they are just keeping their head above water in the ever turbulent web data ocean, this book is a must. The layout is such that its not only a good first read, but also easily referenced later. Great effort Jason.
1 of 1 people found the following review helpful
5.0 out of 5 stars The chapter "Monetizing Site Behaviors" alone is worth the price. 8 Mar. 2009
By Charles Thrasher - Published on Amazon.com
Format:Paperback|Verified Purchase
Actionable Web Analytics is one of the most useful books I own about web analytics, and I own quite a few. It isn't an introduction to web analytics -- for that I recommend Avinash Kaushik's Web Analytics: An Hour a Day -- but for practical application in a business environment large or small, this is a book you need to own. I may be needier than most; I own two copies.

I've worked for small companies most of my life, some vanishingly small. Now I work for Microsoft. I'm more impressed by the similarities between companies large and small than their differences. Whatever their size, most companies have yet to fully exploit one of the most significant advantages offered by web analytics -- prioritizing their development projects.

Monetization is simply assigning a dollar value to desirable site behaviors -- the things you want people to do on your site. It doesn't mean you'll earn that amount if someone does what you want them to do; it's an approximation of that behavior's value in achieving your goal. How you assign a value to a behavior is less important than consistency in your method. (Burby and Atkinson do provide details even if I don't.) The ultimate value of a monetization strategy is guidance where to invest your development resources.

Everybody's hard pressed to choose what to prioritize for their next web development project. Investment is risk. Usually it comes down to the HiPPO's decision -- the Highest Paid Person in the Organization. Monetization is a method of managing risk by determining which projects are likely to pay higher returns on investment. It takes the decision out of the hands of the HiPPO and bases it upon data. Making data-driven decision is what web analytics is about. And, obviously, actionable web analytics is what this book is about.
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