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Cult of Analytics: Driving online strategies using web analytics (Emarketing Essentials) [Paperback]

Steve Jackson
4.0 out of 5 stars  See all reviews (4 customer reviews)
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Book Description

8 May 2009 Emarketing Essentials

If you want to understand and get true value from your online content you need to understand how it is used by your customers. If you work with web analytics and online search optimization, this book will provide you with the tools and insight you need to do just that.

Even more, it will give you an actionable plan to transform the culture of your organization into one that uses web analytics on a daily basis, focusing on real changes you can make to your department and processes to transform the way your business works.

With examples from dozens of companies ranging from small businesses, to consumer sites like Amazon, to some of the largest companies in the world including Tesco and Google, Cult of Analytics demonstrates just how to apply web analytics to your business.

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Product details

  • Paperback: 288 pages
  • Publisher: Routledge (8 May 2009)
  • Language: English
  • ISBN-10: 1856176118
  • ISBN-13: 978-1856176118
  • Product Dimensions: 24.1 x 18.8 x 1.5 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 389,972 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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"Steve Jackson draws on years of experience to show how to improve results from digital channels without being overly technical."--Dave Chaffey

"A great read! I wish I had read this 3 years ago – it would have saved me a lot of time (and pain) at Google!"--Brian Clifton, Senior Strategist, Omega Digital Media

"The long awaited classic. Much needed and wanted. Cult of Analytics will become a reference book for people working with web analytics and online marketing optimization."--Kalle Heinonen, Executive of Enterprise Accounts at Omniture

"Steve covers analytics on a variety of levels – from corporate adoption of analytics down into the depths of key performance indicators – providing clear explanations throughout. I have always known that Steve is one of the best and brightest in our industry, Cult of Analytics will clarify that for the rest of the world."--Eric T Peterson, founder of Web Analytics Wednesday and principal consultant at Web Analytics Demystifi ed, Inc.

"Steve has spent years down in the weeds, talking to executives and meditating on a mountain. That unique perspective is the main reason Cult of Analytics is such a unique book."--Avinash Kaushik, Analytics Evangelist for Google

"Steve hands you the keys to the process of becoming an analytics driven company and shows you how to implement a Cult of Analytics in your organization."--Jim Sterne, Producer, eMetrics Marketing Optimization Summit and Chairman, Web Analytics Association

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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

4.0 out of 5 stars
4.0 out of 5 stars
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Paperback|Verified Purchase
I read pretty much everything there is on web analytics; including books, blogs, white papers and anything else I can get my hands on. This book differentiates itself slightly from many other books in that it focuses heavily on the organisational and management aspects of building a data-driven culture. However, whilst these aspects of the book are indeed fairly unique and insightful, on the whole the book is badly written, confusingly organised and seems altogether rushed. What is most shocking is the unfathomable quantity of typos and grammatical errors, which leads very quickly to a lack of trust in the content itself.

Furthermore (regardless of the poor publishing structure and spell-checking) the content is really nothing that hasn't been said before, and is actually rather misinformed in places. The author is basically attempting to systematise every minute aspect of the web analytics process. Whilst this is a noble project, I don't believe it is ultimately possible. This is what happens when people with overly statistical analytical backgrounds are let loose on the management aspects of web measurement. Successful web analytics is, above all else, a form of creative and entrepreneurial effectiveness; the ability to see and pursue opportunity. Making a scorecard out of everything destroys this fluidity and is, in my opinion, ultimately futile.

On the whole I would say that this is definitely one of the worst books on the subject around at the moment, however if you are struggling with organisational structure then you might find some useful insights.
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This book is giving the essence of web analytics and analytics governance for the enterprises. It is very impressive in terms of content.
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0 of 2 people found the following review helpful
4.0 out of 5 stars A milestone in the field of web analytics 14 Jun 2009
This book shows you how web analytics can be used as a company wide tool. The book helps you to figure out what to measure and how to present your findings in such a way that the whole company can benefit from web analytics.
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0 of 2 people found the following review helpful
5.0 out of 5 stars A Fantastic Resource 22 May 2009
A must have book for anyone interested in making the most of their online presence. I am it sure I will refer to sections time and time again having only had it for 48 hours and having read it fully through only once so far.
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Most Helpful Customer Reviews on (beta) 4.2 out of 5 stars  8 reviews
5 of 5 people found the following review helpful
5.0 out of 5 stars Handle the truth - Web Analytics is not just about tools 9 Dec 2009
By Chris Tucker - Published on
Yes this is true, people seem so much fascinated about the tools these days. If you have one of the strong performing analytics tools like Omniture, Coremetrics, WebTrends, Google Analytics, etc you feel happy and contended that you are moving in the right direction but this is just a hallucination. And you know that at every month end when you send the excel report of your KPI's to the stakeholders and it just goes unnoticed as they don't know what to do.

Once you read this book, understand what is being told here, I bet you would know exactly what you have to do with those tools that puke data. The author has stressed on the entire process of Web Analytics which includes advance level understanding of KPIs (Key Performance Indicators), Benchmarking and even how to make your organization Web Analytics friendly.

I loved the How to Develop KPIs chapter. I read it twice - thrice, though mine is just a lead generation website but for me the Micro Level KPIs formulas were helpful. Second most important thing is the REAN model on which the author has stressed. I tried to ignore it at first thinking that its just another technical term to get famous but it turned out that if I think and plan according to the REAN model, the understanding and implementation becomes very easy of KPI's, reporting, Dashboard creation and other things. But this is a secret which I am not going to disclose to anyone in my organization because it simplifies things too much.

In all ... implementing the high end tool is of no use if at the end of the month you do not have any thing to action upon. In order to understand the actionable elements you need to get deeper (both Macro and Micro level) of your KPIs. If you believe Avinash Kaushik's 90 / 10 rule then this book is to help you in the 90 part.

Thanks ! Chandan Sharma
(Certified Google Analytics Individual, Certified Google AdWords Professional & Certified Usability Analyst from Human Factors International)
3 of 3 people found the following review helpful
5.0 out of 5 stars Packed Full 23 Aug 2009
By T. Callahan - Published on
Up to date, great information. Out of 60 or so books I have on similar subjects, SEO & Analytics, if I could only own one book Cult of Analytics is it! Every internet business owner should have Cult Of Analytics for customer relations & understand what people are really looking for.
2 of 2 people found the following review helpful
5.0 out of 5 stars Brilliant systematic approach to the analytics of online business 11 Oct 2009
By Brian Jung - Published on
Format:Paperback|Verified Purchase
You could get real inspiration from this book. Especially REAN model is very useful for establishing analytics framework
If your job is related to online business, You have to read this.
2.0 out of 5 stars Find another resource 5 April 2012
By kwebb - Published on
Typographical Errors, Grammatical Errors, Subject Verb mismatching. Looks like the editor ran a spell check, but not much else. If you've never heard of KPIs or how to market to your boss, sure glance through this, but it's not a scholarly reference. Mr. Jackson is introducing (2009) his version of AIDA named REAN (Reach, Engage, Action, Nurture) and why you want to keep track of where your web site visitors go. His book is European-centric rather than US. He provides a list of web analytic software companies. He quotes former coworkers who quote him back. I was disappointed.
5.0 out of 5 stars Information you can use 26 Feb 2012
By eugenebrill - Published on
Format:Paperback|Verified Purchase
This book was recommended to me by one the SEO industry's brightest minds, Dana Todd. And, it did not disappoint! As we all know, there is a difference between 'data gathering' and then analyzing that data. As an online marketing manager for a large eCommerce site, this book helps with the latter. Making decisions based on 'analyzed data' is the key.
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