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Actionable web analytics [electronic resource] : using data to make smart business decisions / Jason Burby, Shane Atchison.

By: Burby, Jason.
Contributor(s): Atchison, Shane.
Material type: TextTextSeries: Serious skills: Publisher: Indianapolis, IN : Wiley Pub., c2007Description: 1 online resource (xxix, 256 p.) : ill.ISBN: 9780470181133 (electronic bk.); 0470181133 (electronic bk.).Subject(s): Web usage mining | Data mining | Internet users -- Statistics -- Data processing | Business enterprises -- Computer networks | Electronic commerce | Internet marketing | Web sites -- Design | BUSINESS & ECONOMICS -- Information Management | BUSINESS & ECONOMICS -- Knowledge Capital | Internet searching | Web usage mining | Data mining | Internet users / Statistics / Data processing | Business enterprises / Computer networks | Electronic commerce | Internet marketing | Web sites / Design | Web usage mining | Data mining | Internet users / Statistics / Data processing | Business enterprises / Computer networks | Electronic commerce | Internet marketing | Web sites / DesignGenre/Form: Electronic books.Additional physical formats: Print version:: Actionable web analytics.DDC classification: 658.4/038 Online resources: EBSCOhost
Contents:
pt. I. The changing landscape of marketing online -- Ch. 1. The big picture -- Ch. 2. Performance marketing -- pt. II. Shifting to a culture of analysis -- Ch. 3. What "culture of analysis" means -- Ch. 4. Avoiding stumbling points -- pt. III. Proven formula for success -- Ch. 5. Preparing to be data-driven -- Ch. 6. Defining site goals, KPIs, and key metrics -- Ch. 7. Monetizing site behaviors -- Ch. 8. Getting the right data -- Ch. 9. Analyzing site performance -- Ch. 10. Prioritizing -- Ch. 11. Moving from analysis to site optimization -- Ch. 12. Agencies -- Ch. 13. The creative brief -- Ch. 14. Staffing and tuning your Web team -- Ch. 15. Partners -- App. Web analytics "big three" definitions.
Summary: Provides information on developing a Web analytics strategy to help make strategic business decisions, plan a website, develop effective marketing, and create a culture of analysis within an organization.
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Includes index.

Provides information on developing a Web analytics strategy to help make strategic business decisions, plan a website, develop effective marketing, and create a culture of analysis within an organization.

pt. I. The changing landscape of marketing online -- Ch. 1. The big picture -- Ch. 2. Performance marketing -- pt. II. Shifting to a culture of analysis -- Ch. 3. What "culture of analysis" means -- Ch. 4. Avoiding stumbling points -- pt. III. Proven formula for success -- Ch. 5. Preparing to be data-driven -- Ch. 6. Defining site goals, KPIs, and key metrics -- Ch. 7. Monetizing site behaviors -- Ch. 8. Getting the right data -- Ch. 9. Analyzing site performance -- Ch. 10. Prioritizing -- Ch. 11. Moving from analysis to site optimization -- Ch. 12. Agencies -- Ch. 13. The creative brief -- Ch. 14. Staffing and tuning your Web team -- Ch. 15. Partners -- App. Web analytics "big three" definitions.

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Actionable web analytics by Burby, Jason. ©2007
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