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

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Chapter 2. Performance Marketing

Like all good things, analytics is best when it’s used with moderation and good judgment. When deployed properly, it’s an invaluable tool for helping you make smart business decisions and choose communication strategies that will enable you to get the most out of your website.

In this chapter, we’re going to look at the current state of web design and the strategies some companies are using to make decisions about how their sites should look and perform. We’ll look at the kinds of sites that win awards, and why they may or may not be right for your business. Then, we’ll tackle the problems that arise when companies deploy analytics to make design decisions independent of business goals. Finally, we’ll give two examples ...

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