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Actionable Web Analytics Using Data To Make Smart by Jason Burby, Shane Atchison, Jim Sterne

By Jason Burby, Shane Atchison, Jim Sterne

Understanding every thing you could approximately each one click on on your website can help make strategic judgements concerning what you are promoting. This publication is ready the why, not only the how, of internet analytics and the foundations for constructing a "culture of study" inside of your company. Why you'll want to gather a number of varieties of info. Why you wish a technique. Why it needs to stay versatile. Why your information needs to generate significant motion. The authors resolution those severe questions—and many more—using their decade of expertise in net analytics.

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Sample text

It’s supposed to convince young people to fill out an application form to get information about careers in the Air Force. If so, the application should be easy to find. But it isn’t. qxd 4/23/07 11:14 AM Page 21 but the informational text about how to use the site is displayed in such a convoluted way that it’s nearly impossible to read. And we could go on. The entire site, from its loading screen to it Flash transitions, is far too cumbersome to drive anyone to do anything. 21 In other words, with its style, transitions, and humor, the site was perfectly aligned to win lots of awards for its web agency.

On top of that, the quality of the leads will probably diminish, meaning that the sales team will be forced to waste time making a lot of calls with no return. Page-packing may even end up costing the company money. Just as with creative approaches, it’s important not to get too excited about what analytics can do in the short term. Analytics without a comprehensive performancemarketing strategy is like a ship without a captain. The mates, sailors, and everyone else can run around making minor improvements to the ship’s performance, but they may end up beaching it in the log run.

If they select something the Air Force approves of, they find an exciting career. If they choose something else, they find out that they’ll end up living with their parents. Has the site been effective? Although we have no numbers, we doubt it. Among other things, the site is roundly insulting to its audience. At every turn, it tells them they will fail at life unless they enter the Air Force. Bizarrely enough, it even discourages them from going to college. Colleges, it says, are either party schools or private institutions.

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