In This Chapter
Making sense of e-commerce data
Deploying web analytics to drive growth
Testing, testing, and more testing
Segmenting and targeting your audiences
Big data and analytics aren’t really new things to most people these days. However, the creative ways in which big data and analytics are being used to transform lives and businesses are new. Businesses are quickly catching on to the fact that in this fast-paced era, an organization’s survival hinges on its ability to integrate data science and analytics into every major decision that’s made — particularly in relation to strategic marketing decision making. In fact, the demand for marketing analytics practitioners has increased by 136 percent in the last three years alone. Marketing analytics professionals use data science and analytics to drive sales growth and user adoption rates for today’s e-commerce business — a business that sells products or services on the Internet.
These days, even the most traditional, old-fashioned business enterprise has at least some ...