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 is the first of a set of compelling business lessons the expert authors of this guide have distilled from a 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. Read on, and learn to demonstrate real ROI from your Web site.
Powerful lessons in this book include:
* Learning to use Web analytics data to help make strategic decisions and set corporate goals
* Asking the right questions when planning your Web site
* Recognizing how your data reflects the perceptions of your customers, information on your competitors, and your marketing costs
* Developing criteria for choosing an agency to help you interpret your data
* Discovering how successful your marketing efforts have been
* Overcoming common barriers that keep most companies from leveraging analytics data successfully
* Creating a culture of analysis within your organization
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