Actionable Web Analytics Using Data to Make Smart Business Decisions.pdf

Web Analytics

Using Data To Make Smart

Business Decisions

Jason Burby

Shane Atchison

Wiley Publishing, Inc.

Actionable

Praise for Actionable Web Analytics: Using Data

To Make Smart Business Decisions

“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.”

—L ESTER W UNDERMAN , Founder and Chairman Emeritus, Wunderman

“Some people build web analytics tools. Some work tirelessly, deep in the hearts of their organ-

izations 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.”

—J IM S TERNE , President, Web Analytics Association and Producer, Emetrics Summit

“The real money is made when the initial click leads to a customer journey filled with mean-

ingful, relevant dialogues that motivate action. Actionable Web Analytics helps marketers take

customers on that journey and generate a good ROI doing it.”

—D ANIEL M OREL , Chairman & CEO, 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 .”

—J OSH J AMES , CEO & Co-Founder, Omniture

“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 sim-

plify and communicate how analytics can really change marketing, and it is incredibly effective.”

—M ATTHEW R OCHE , 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-averse 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.”

—R EBECCA L IEB , 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.”

—S COTT L ENNARD , 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.”

—L AURENT B URMAN , VP Web, Helio

“Jason Burby and Shane Atchison are two guys in the web analytics world that truly under-

stand 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

will long be considered a critical work in the web analytics body of knowledge.”

—E RIC T. P ETERSON , 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.”

—K RISTEN F INDLEY , 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.”

—B RETT C ROSBY , 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!”

—A VINASH K AUSHIK

“Burby and Atchison bring to web analytics the kind of practical expertise every online mar-

keting 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.”

—T OM T AYLOR , Expedia

Actionable

Web Analytics

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