Web Analytics Action Hero Using Analysis to Gain Insight and Optimize Your Business 1st edition by Brent Dykes ISBN 032179401X 978-0321794017

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ISBN 10: 032179401X
ISBN 13: 978-0321794017
Author: Brent Dykes

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

Web Analytics Action Hero: Using Analysis to Gain Insight and Optimize Your Business 1st Table of contents:

• Introduction: The Power of Web Analytics

  • 1.1 Understanding Web Analytics and Its Importance
  • 1.2 The Role of Data-Driven Decision Making in Business
  • 1.3 Key Metrics and KPIs for Web Analytics Success
  • 1.4 The Web Analytics Ecosystem

• The Fundamentals of Web Analytics

  • 2.1 What is Web Analytics? An Overview
  • 2.2 The Core Principles of Web Analytics
  • 2.3 Understanding Traffic Data: Visitors, Sessions, and Page Views
  • 2.4 Conversion Metrics: From Clicks to Revenue
  • 2.5 Tools and Platforms for Web Analytics

• Setting Up and Managing Web Analytics Tools

  • 3.1 Choosing the Right Web Analytics Platform
  • 3.2 Setting Up Google Analytics and Other Platforms
  • 3.3 Configuring Goals, Funnels, and Events
  • 3.4 Tracking and Customizing Reports
  • 3.5 Implementing E-commerce Tracking

• Measuring Web Traffic and Visitor Behavior

  • 4.1 Analyzing Visitor Acquisition: Sources, Channels, and Campaigns
  • 4.2 Understanding Audience Demographics and Segmentation
  • 4.3 Behavior Flow and Interaction Metrics
  • 4.4 Tracking Content Performance: Bounce Rates, Engagement, and Time on Site
  • 4.5 Identifying Key Landing Pages and Exit Points

• Converting Insights into Action

  • 5.1 Identifying Bottlenecks and Conversion Barriers
  • 5.2 Conversion Rate Optimization (CRO) Techniques
  • 5.3 A/B Testing and Multivariate Testing for Optimization
  • 5.4 Personalization and Tailoring User Experience
  • 5.5 Enhancing the Customer Journey with Analytics

• Advanced Web Analytics Techniques

  • 6.1 Segmenting Your Audience for Deeper Insights
  • 6.2 Predictive Analytics and Customer Behavior Modeling
  • 6.3 Advanced Funnel Analysis and Conversion Attribution
  • 6.4 Heatmaps, Session Recordings, and Click-Tracking
  • 6.5 Real-Time Analytics for Agile Decision Making

• Social Media and Content Analytics

  • 7.1 Tracking Social Media Engagement and ROI
  • 7.2 Integrating Social Analytics with Web Analytics Platforms
  • 7.3 Measuring Content Performance Across Channels
  • 7.4 User-Generated Content and Its Impact on Your Site
  • 7.5 Sentiment Analysis and Brand Monitoring

• Mobile Web and App Analytics

  • 8.1 Analyzing Mobile Traffic and Mobile User Behavior
  • 8.2 Mobile App Analytics: Measuring User Retention and Engagement
  • 8.3 Mobile Conversion Optimization Strategies
  • 8.4 Integrating Mobile and Web Data for Cross-Device Insights
  • 8.5 The Growing Importance of Mobile in Web Analytics

• Integrating Web Analytics with Business Strategy

  • 9.1 Aligning Web Analytics with Business Goals and KPIs
  • 9.2 Building a Data-Driven Culture Within Your Organization
  • 9.3 Communicating Insights to Stakeholders and Decision-Makers
  • 9.4 Continuous Improvement and Iteration in Web Analytics
  • 9.5 Using Web Analytics for Competitive Intelligence

• The Future of Web Analytics

  • 10.1 The Evolving Landscape of Web Analytics
  • 10.2 The Role of Artificial Intelligence and Machine Learning in Analytics
  • 10.3 Privacy Concerns and the Impact of Regulations (GDPR, CCPA)
  • 10.4 Emerging Technologies and Trends in Web Analytics
  • 10.5 The Future of Personalized, Data-Driven Experiences

• Conclusion: Becoming a Web Analytics Action Hero

  • 11.1 Putting Analytics into Action for Business Growth
  • 11.2 Overcoming Challenges in Web Analytics Implementation
  • 11.3 Best Practices for Ongoing Analytics Success
  • 11.4 Building Your Web Analytics Team and Resources

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