Actionable Web Analytics: Using Data to Make Smart Business Decisions

By Jason Burby & Shane Atchison (ZAAZ)
Publisher: John Wiley & Sons

Getting ROI from the Web Is Everyone's Job

Right now someone is clicking on your website, and knowing everything you can about those clicks and the people that make them is a business imperative. That's the first of a set of compelling business lessons distilled from the authors' decade of experience with the world's most powerful online brands. These lessons help executives, marketers, web managers, designers, and developers take action based on the actual behavior of site visitors.

This book is about the why, not just the how, of web analytics and the rules for developing a "culture of analysis" inside your organization. Why you should collect various types of data. Why you need a strategy. Why it must remain flexible. Why your data must generate meaningful action. Inside you'll learn to demonstrate real ROI from your website.

Learn to use web analytics data to help make strategic decisions and set corporate goals
Ask the right questions when planning your website
Recognize how your data reflects the perceptions of your customers, information on your competitors, and your marketing costs
Develop criteria for choosing an agency to help you interpret your data
Discover how successful your marketing efforts have been
Create a culture of analysis within your organization

"Relationship marketing continues to evolve in new and exciting ways, and Actionable Web Analytics provides a clear and concise guidebook for the marketing executive. Shane and Jason have captured the essence of creating relationships online, which lead to meaningful customer dialogues, and then measuring the success of those efforts."
—Lester Wunderman, Founder and Chairman Emeritus, Wunderman

"The real money is made when the initial click leads to a customer journey filled with meaningful, relevant dialogues that motivate action. Actionable Web Analytics helps marketers take customers on that journey and generate a good ROI doing it."
— Daniel Morel, Chairman & CEO, Wunderman

"We have been fortunate enough during the past decade to see our business grow in parallel with and in partnership with the team at ZAAZ. As true thought leaders in the web analytics and marketing space, Jason and Shane have captured the important issues facing marketers and business people every day and explained them eloquently in Actionable Web Analytics."
— Josh James, CEO & Co-Founder, Omniture

"Digital Marketing excellence is paramount for today’s marketers. In this book, Jason and Shane provide straightforward web analytics insight and instruction to help marketers achieve greater performance and profit from their communications activities."
— Scott Lennard, Advertising Director – Central Marketing Group, Microsoft Corporation

"Jason and Shane have been at the forefront of helping organizations drive actions based on data; it is indeed a privilege to have all their wisdom gelled into a book for the rest of us to benefit from!"
— Avinash Kaushik, Web Analytics Thought Leader/Blogger

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About the Authors

Jason Burby (Chief Analytics & Optimization Officer, ZAAZ)
Jason helpds lead ZAAZ one of the top Interactive Agencies in the world specializing in understanding visitors and improving site performance serving fortune 2000 web clients. Overseeing the web analytics, optimization and search groups at ZAAZ, he writes and speaks frequently on the topic of using data to improve the effectiveness of web sites. In addition he has written a regular column on ClickZ.com for the past four years. Jason has spoken at the eMetrics Summit each of the past four years and has been involved with the WAA since its inception.

Shane Atchison (CEO, ZAAZ)
In 1998, Shane co-founded ZAAZ to advocate a different approach to Web services –- one that respects and delivers on the power of the individual and the promise of Web technologies. As CEO, Shane leads the company’s long-term strategic vision of working with leading financial service organizations, consumer brands, startups, non-profits, and community-based organizations, helping each realize the potential of the Internet and its meaningful impact on their business. Shane has been a keynote speaker for major conferences and business associations, including eTail, eMetrics, CREDO, the DMA, and AIGA. He writes a regular column on ClickZ. Shane lives with his family in Seattle, Washington.