December 2011
Beginner to intermediate
256 pages
7h 45m
English
book
Web Analytics Action Hero: Using Analysis to Gain Insight and Optimize Your Business
by Brent Dykes
Overview
Companies need more than just web analysts and data-savvy
marketers to be successful–they need action heroes!
While most of us never battle evil scientists or defuse nuclear
warheads, successful web analysts benefit from the same attributes
that fictional action heroes embody. As a web analyst, your main
goal is to improve your organization’s online performance.
You can become an “action hero” by translating analysis
insights into action that generates significant returns for your
company. How you approach analysis is critical to your overall
success.
In this book, web analytics expert Brent Dykes addresses the unique
challenges facing analysts and online marketers working within
small and large companies, teaching you how to move beyond
reporting and toward analysis to drive action and change. Taking a
principle-based rather than a tool-specific approach, Brent
introduces you to the Action Hero Framework that breaks down the
analysis process into three key stages: Prioritize (what to
analyze), Analyze (how to analyze), and Mobilize (how to drive
action). And he reinforces these topics with real-world examples
and practical tips from seasoned analysts at leading
companies.
Defines the type of environment in which action heroes thrive–not just survive–as well as how to defeat the villains of web analytics that stand in the way
Arms web professionals with a strategic framework for executing online analysis, as well as an arsenal of analysis techniques
Reveals how companies need to be both data-driven and
action-agile to drive business value from web analytics
For more action hero resources and information, check out the
book’s companion site at www.Analyticshero.com.
"The ideas in this book will take you days (or even weeks) to work
your way through, and they fly in the face of the emotional
approach to marketing. The question is: would you rather have your
competition lead the way with data and science when it comes to
reaching your market, or are you going to go first? That's how it
is with action heroes--no guts, no glory."
-Seth Godin
Author
We Are All Weird
"Don't let the jaunty, breezy style of this book throw you off.
Brent successfully - and entertainingly - packs years of experience
into these pages along with case studies and insightful help on
getting the most out of web analytics, adding value to your company
and boosting your career trajectory."
-Jim Sterne
Founder of eMetrics Marketing Optimization Summit, author of
"Social Media Metrics" and Chairman of the Digital Analytics
Association
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