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"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
Even if you read nothing else in the book, I promise your carreer will change for the better.
The book provides an easy to read and easy to understand overview of what web analytics is and why it is such an important part of web marketing.
If you're a general manager or executive type getting involved with web analytics this is a great book.
I work as the one and only web analyst for a large health insurance company in TN. In other words, I need all the help I can get. Read morePublished on October 29, 2011 by James Q. Lollar
Very good for beginners that have a clue about what web analytics means, but have no idea from where to start.Published on October 15, 2011 by aabraga
This book is a great place to get you started and re-evaluate where your data plan is. Its not the be all end all of web analytic but it gives good incite on how to make decisions... Read morePublished on April 13, 2009 by Geoffery Emery
The book's a little long winded and the points get a bit repetitive...Luckily they're all pretty much on the money. Read morePublished on June 16, 2008 by Joshua Greenfield
The authors of Actionable Web Analytics clearly understand the technical intricacies of Web analytics. Read morePublished on May 14, 2008 by Brent P. Smith
This book presents an easy to understand overview of analytics as a whole. It is not a "how to" book on the latest analytics software. Read morePublished on May 2, 2008 by Joshua K. Briley
If you are looking for "Actionable Web Analytics" or how to "Use Data to Make Smart Business Decisions", then look somewhere else. Read morePublished on April 11, 2008 by A. Albogami
Chapter by chapter, this book does a great job of speaking to the novice analyst or the experienced analytics guru. Read morePublished on February 12, 2008 by Jill Nortman
This is a great book, and provides a whole program for actionable web analytics. The chapters towards the end are especially useful (data driven brief, agencies, staffing and... Read morePublished on January 24, 2008 by J. Whitehead