By Jason Burby
Figuring out every thing you could approximately each one click on in your site may help make strategic judgements relating to what you are promoting. This publication is set the why, not only the how, of internet analytics and the foundations for constructing a "culture of study" within your company. Why you have to gather a variety of varieties of info. Why you would like a technique. Why it needs to stay versatile. Why your info needs to generate significant motion. The authors solution those severe questions-and many more-using their decade of expertise in net analytics.
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Extra info for Actionable web analytics: using data to make smart business decisions
May well apply to the site itself. If the point is to drive users to sign up for the military, shouldn’t there be somewhere they can actually do so? qxd CHAPTER 2: PERFORMANCE MARKETING ■ 22 4/23/07 11:14 AM Page 22 To explain what we mean, let’s look at a certain practice that’s become popular among the analytics-minded set. For lack of a better word, we’ll call it page-packing. The technique rests on short-term understanding of business objectives. Let’s say, for example, that an enterprise software maker, Company X, has identified a particular initiative as its number-one priority.
Yet, Peter Drucker saw the future clearly. He realized then something that is even truer now: Businesses must create customers, and the best way to do that is through marketing and innovation. The nature of “marketing” and “innovation” in 1977 were markedly different than they are today (or at least than they appear to be today), and the connections between business and customer were orderly, predictable, and easily managed. The contemporary marketing executive faces unprecedented challenges and limitless opportunities.
Banner ads were the standard for advertising; even if they had fancy animation, the things that mattered were impressions and clicks. For many sites today, the page and the text on it is the least important element of the consumer experience. From the Flash animation that drives navigation to the consumer-generated videos playing in the background, the contemporary web experience is rich and vibrant. Consumers watch the latest episodes of their favorite TV shows and catch the limitless number of videos available at sites like YouTube.