| Book by Category | |  | E-Commerce | Home » » » Actionable Web Analytics: Using Data to Make Smart Business Decisions | | | | | | | 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. | | | Features: | |
• ISBN13: 9780470124741
• Condition: USED - VERY GOOD
• Notes:
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| | | Product Details: | | | Author:
| Jason Burby | | Paperback:
| 288 pages | | Publisher:
| Sybex | | Publication Date:
| May 29, 2007 | | Language:
| English | | ISBN:
| 0470124741 | | Package Length:
| 9.0 inches | | Package Width:
| 7.3 inches | | Package Height:
| 0.7 inches | | Package Weight:
| 0.85 pounds | | Average Customer Rating:
|  based on 16 reviews |
| | | | Customer Reviews: | |
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Great Primer to Get you StartedApr 13, 2009
This book is a great place to get you started and re-evaluate where your data plan is. Its not the be all end all of web analytic but it gives good incite on how to make decisions on your analytic s. How to get ROI on design decisions and Get your boss to sign off on key decisions. A good read!
 The chapter "Monetizing Site Behaviors" alone is worth the price.Mar 08, 2009
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.
1 of 1 found the following review helpful:
Great ApproachJun 16, 2008
The book's a little long winded and the points get a bit repetitive...Luckily they're all pretty much on the money. It's a great tool to help people understand the limitations of analytics and the value of using the right analytics. I've already recommended it.
1 of 1 found the following review helpful:
Great Book To Make Web Analytics ActionableMay 14, 2008
The authors of Actionable Web Analytics clearly understand the technical intricacies of Web analytics. More importantly, they clearly understand the challenges faced by Web marketers and managers in distilling and communicating the value and ROI of Web sites and interactive campaigns. Given the critical need for cost-effective marketing integration across all media, I believe this is a must-read for everyone from Web analytics gurus to corporate CMOs.
1 of 1 found the following review helpful:
Excellent OverviewMay 02, 2008
This book presents an easy to understand overview of analytics as a whole. It is not a "how to" book on the latest analytics software. The authors forgo the typical pretense associated with this kind of "technical" material, presenting the information in a tone that makes analytics quite fun.
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