Actionable Web Analytics: Using Data to Make Smart Business DecisionsISBN: 978-0-470-12474-1
Paperback
288 pages
May 2007
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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—Lester Wunderman, Founder and Chairman Emeritus, 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
"Some people build web analytics tools. Some work tirelessly,
deep in the hearts of their organizations drawing the rich value
out of those tools. And then, there are those like Shane and Jason
who have spent close to a decade helping a wide variety of
companies optimize their advertising spend, supersize their website
value, and maximize their online marketing ROI. These guys are in
an amazing position to help you figure out all of the above. But
that’s just the half of it. While their position is nice,
their scary IQ, their awesome curiosity, and their uncanny ability
to drill down to bona fide business value make this book a must
read."
—Jim Sterne, President, Web Analytics Association and
Producer, Emetrics Summit
"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
"These guys have forgotten more about analytics than we mortals
will likely ever understand. Most analytics folks revel in the
complexity of their work. Jason and Shane know how to simplify and
communicate how analytics can really change marketing, and it is
incredibly effective."
—Matthew Roche, CEO, Offermatica
"If you’re one of the many people who view web analytics
as a necessary evil, this book will spin your perception 180
degrees. That Jason and Shane know web analytics backward and
forward (not to mention upside-down and inside-out) is a well-known
fact. But these two possess another singular talent: the ability to
make analytics palatable, understandable, even digestible for even
the most data- and math-adverse right-brain thinker you know
(perhaps you’re that person?). These two go way beyond the
numbers. They can explain with crystal clarity how to use data to
improve processes, businesses, and their bottom lines."
—Rebecca Lieb, Editor-in-Chief, The ClickZ Network
"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 sharing their extensive experience
and insight with clients and through conferences for a while, so
it’s about time they committed it to print."
—Laurent Burman, VP Web, Helio
"Jason Burby and Shane Atchison are two guys in the web
analytics world that truly understand what success looks like. They
wisely took much of what I wrote about in The Big Book of Key
Performance Indicators and attached a dollar-sign to it,
dramatically improving their client's desire to understand and
deploy KPIs. I have little doubt that Actionable Web Analytics:
Using Data to Make Smart Business Decisions will long be considered
a critical work in the web analytics body of knowledge."
—Eric T. Peterson, author, Web Analytics Demystified, Web
Site Measurement Hacks and The Big Book of Key Performance
Indicators.
"I have been waiting for a book like this. They’ve helped
me understand some of the finer points in web analytics and taught
me how I can put those concepts into action with my team. What I
like best about working with them is that their knowledge goes
beyond finding the data and pulling the numbers—they know how
important it is to tell the story behind that data."
—Kristen Findley, Manager, Website Analytics Interactive
Marketing, Ameriprise Financial
"Shane, Jason, and the rest of ZAAZ are the preeminent leaders
in outsourced professional services and analysis in the web
analytics space. They have helped propel the industry forward in
both the high end and the mainstream through client engagements,
thought-leading articles, and presentations for the past 10 years.
Their presence is only growing, so watch closely as they impact the
industry over the next 10-plus years."
—Brett Crosby, Senior Manager, Google Analytics
"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
"Burby and Atchison bring to web analytics the kind of practical
expertise every online marketing manager should have access to.
Finally, a book on web analytics that cuts through the clutter and
delivers the kind of actionable insights online marketing managers
need."
—Tom Taylor, Expedia