Cult of Analytics: Driving online marketing strategies using web analytics (Emarketing Essentials) [Paperback]

Steve Jackson (Author)

Book Description

ISBN-10: 1856176118 | ISBN-13: 978-1856176118 | Publication Date: July 1, 2009

If you want to understand and get true value from your online content you need to understand how it is used by your customers. If you work with web analytics and online search optimization, this book will provide you with the tools and insight you need to do just that.

Even more, it will give you an actionable plan to transform the culture of your organization into one that uses web analytics on a daily basis, focusing on real changes you can make to your department and processes to transform the way your business works.

With examples from dozens of companies ranging from small businesses, to consumer sites like Amazon, to some of the largest companies in the world including Tesco and Google, Cult of Analytics demonstrates just how to apply web analytics to your business.

* Unique: demand from marketers for a guide to building web analytics into business * Real-world examples show what does and doesn't work online to meet online business objectives * Covers both the technicalities of web analytics and the strategy behind using them in one handy guide to give marketers the complete picture

Editorial Reviews

Review

"Steve Jackson draws on years of experience to show how to improve results from digital channels without being overly technical."--Dave Chaffey

"A great read! I wish I had read this 3 years ago - it would have saved me a lot of time (and pain) at Google!"--Brian Clifton, Senior Strategist, Omega Digital Media

"The long awaited classic. Much needed and wanted. Cult of Analytics will become a reference book for people working with web analytics and online marketing optimization."--Kalle Heinonen, Executive of Enterprise Accounts at Omniture

"Steve covers analytics on a variety of levels - from corporate adoption of analytics down into the depths of key performance indicators - providing clear explanations throughout. I have always known that Steve is one of the best and brightest in our industry, Cult of Analytics will clarify that for the rest of the world."--Eric T Peterson, founder of Web Analytics Wednesday and principal consultant at Web Analytics Demystifi ed, Inc.

"Steve has spent years down in the weeds, talking to executives and meditating on a mountain. That unique perspective is the main reason Cult of Analytics is such a unique book."--Avinash Kaushik, Analytics Evangelist for Google

"Steve hands you the keys to the process of becoming an analytics driven company and shows you how to implement a Cult of Analytics in your organization."--Jim Sterne, Producer, eMetrics Marketing Optimization Summit and Chairman, Web Analytics Association

Product Details

• Paperback: 288 pages
• Publisher: taylor & francis (July 1, 2009)
• Language: English
• ISBN-10: 1856176118
• ISBN-13: 978-1856176118
• Product Dimensions: 9.5 x 7.4 x 0.7 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #763,237 in Books (See Top 100 in Books)
  • #19 in Books > Computers & Technology > Web Development > Website Analytics

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Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

5.0 out of 5 stars Handle the truth - Web Analytics is not just about tools, December 9, 2009

By 

Chandan "Chandan" (Gurgaon, HR, India) - See all my reviews
(REAL NAME)   

This review is from: Cult of Analytics: Driving online marketing strategies using web analytics (Emarketing Essentials) (Paperback)

Yes this is true, people seem so much fascinated about the tools these days. If you have one of the strong performing analytics tools like Omniture, Coremetrics, WebTrends, Google Analytics, etc you feel happy and contended that you are moving in the right direction but this is just a hallucination. And you know that at every month end when you send the excel report of your KPI's to the stakeholders and it just goes unnoticed as they don't know what to do.

Once you read this book, understand what is being told here, I bet you would know exactly what you have to do with those tools that puke data. The author has stressed on the entire process of Web Analytics which includes advance level understanding of KPIs (Key Performance Indicators), Benchmarking and even how to make your organization Web Analytics friendly.

I loved the How to Develop KPIs chapter. I read it twice - thrice, though mine is just a lead generation website but for me the Micro Level KPIs formulas were helpful. Second most important thing is the REAN model on which the author has stressed. I tried to ignore it at first thinking that its just another technical term to get famous but it turned out that if I think and plan according to the REAN model, the understanding and implementation becomes very easy of KPI's, reporting, Dashboard creation and other things. But this is a secret which I am not going to disclose to anyone in my organization because it simplifies things too much.

In all ... implementing the high end tool is of no use if at the end of the month you do not have any thing to action upon. In order to understand the actionable elements you need to get deeper (both Macro and Micro level) of your KPIs. If you believe Avinash Kaushik's 90 / 10 rule then this book is to help you in the 90 part.

Thanks ! Chandan Sharma
(Certified Google Analytics Individual, Certified Google AdWords Professional & Certified Usability Analyst from Human Factors International)

3 of 3 people found the following review helpful:

5.0 out of 5 stars Packed Full, August 23, 2009

By 

T. Callahan "Healthvival" (Dove Creek) - See all my reviews
(REAL NAME)   

This review is from: Cult of Analytics: Driving online marketing strategies using web analytics (Emarketing Essentials) (Paperback)

Up to date, great information. Out of 60 or so books I have on similar subjects, SEO & Analytics, if I could only own one book Cult of Analytics is it! Every internet business owner should have Cult Of Analytics for customer relations & understand what people are really looking for.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Brilliant systematic approach to the analytics of online business, October 11, 2009

By 

Brian Jung "Brian Jung" (Seoul, South Korea) - See all my reviews
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Amazon Verified Purchase

This review is from: Cult of Analytics: Driving online marketing strategies using web analytics (Emarketing Essentials) (Paperback)

You could get real inspiration from this book. Especially REAN model is very useful for establishing analytics framework
If your job is related to online business, You have to read this.