If you want to understand and get true value from your online content you need to understand how it is used by your customers. If you work with web analytics and online search optimization, this book will provide you with the tools and insight you need to do just that. Even more, it will give you an actionable plan to transform the culture of your organization into one that uses web analytics on a daily basis, focusing on real changes you can make to your department and processes to transform the way your business works. With examples from dozens of companies ranging from small businesses, to consumer sites like Amazon, to some of the largest companies in the world including Tesco and Google, Cult of Analytics demonstrates just how to apply web analytics to your business. * Unique: demand from marketers for a guide to building web analytics into business * Real-world examples show what does and doesn't work online to meet online business objectives * Covers both the technicalities of web analytics and the strategy behind using them in one handy guide to give marketers the complete picture
Author(s): Steve Jackson
Year: 2009
Language: English
Pages: 284
CULT OF ANALYTICS: DRIVING ONLINE MARKETING STRATEGIES USING WEB ANALYTICS......Page 4
COPYRIGHT PAGE......Page 5
CONTENTS......Page 6
PRAISE FOR CULT OF ANALYTICS......Page 8
ACKNOWLEDGEMENTS......Page 12
FOREWORD......Page 14
INTRODUCTION – THE DAY THAT CHANGED MY LIFE......Page 16
CHAPTER 1 The Organizational Hub and Spoke Method......Page 20
1.1 How the Internet has Changed Your World......Page 21
1.2 How the Information Revolution Changed Your Business......Page 22
1.3 The Cultural Change Model......Page 25
1.4 The Hub and Spoke Method......Page 27
1.5 Leadership, Vision and Steering the Ship......Page 31
1.6 Communication......Page 36
CHAPTER 2 Understanding Reach, Engage, Activate and Nurture (REAN)......Page 42
2.1 Developing a Reach, Engage, Activate and Nurture (REAN) Model......Page 43
2.2 The Typical REAN Planning Scenarios......Page 46
2.3 Using REAN to Help Define Your Business Case......Page 62
CHAPTER 3 How to Develop KPIs......Page 66
3.1 What are Key Performance Indicators (KPIs)?......Page 67
3.2 Running the Initial KPI Workshop......Page 72
3.3 Designing KPIs......Page 87
3.4 How Others in the Industry Use KPIs......Page 110
3.5 KPIs Breeding Culture......Page 116
4.1 Process to Plan the Quick Win......Page 118
4.2 Quick Win Examples......Page 121
CHAPTER 5 Tools of the Trade......Page 140
5.2 The Insight Models Data Types......Page 141
5.3 Data Collection Methods......Page 155
5.4 Analytics Tool Selection......Page 158
5.5 Analytics Tool Selection – Implementation......Page 163
5.6 Segmentation......Page 165
CHAPTER 6 Developing and Measuring Motivational and Behavioural Personas......Page 182
6.2 The Persona Template Method......Page 183
6.3 The Persuasion Architecture® (PA) Method......Page 189
6.4 How to Develop Personas Based on the PA Method......Page 192
6.5 Typeographic Scenario Planning......Page 199
7.1 The Insight Model......Page 206
7.2 Putting the Insight Model to Work......Page 208
7.3 Using the Insight Model to Improve Conversion......Page 223
7.4 Ways to Combine Clickstream and Experience Data......Page 235
7.5 The Insight Model and Nurturing/Retention......Page 239
CHAPTER 8 Simplified Reporting......Page 244
8.1 Reporting – One Man's Report is Another Man's Emotional Crutch......Page 245
8.2 The Business Insight Report Creation Process......Page 248
8.3 Monetization......Page 253
8.4 Analyst KPIs, Dashboards and Scorecard......Page 257
9.1 From Ground Zero to the Cult of Analytics......Page 262
9.2 Case Study of a Company that Get It......Page 271
9.3 The One Big Thing that Drives Culture Change......Page 273
B......Page 276
C......Page 277
F......Page 278
I......Page 279
M......Page 280
P......Page 281
R......Page 282
S......Page 283
Y......Page 284
