Polyteknisk Boghandel

The Cult of Analytics enables professionals to build an analytics driven culture into their business or organization, turning tried and tested tactics into an actionable plan to change their culture to one that uses web analytics on a day to day basis. Online marketing channels are now mainstream methods to reach your audience, interact with and activate them. Offline channels can now also be measured better than ever before because of the online tools available. The book describes concrete planning processes as well as tactics to measure multi-channel as well as insure the results get to the people that need them. With examples from dozens of companies ranging from small business to consumer sites to some of the largest companies in the world, the Cult of Analytics is a must have for any would-be digital marketer. A practical and applied guide, the book starts with how to organize your staff to working out what you should measure in order to gauge the relative success or failure of your online activities, the book expands to cover how to achieve online business objectives by using web analytics. Real-world examples are used throughout so that you can understand how to apply the tactics to your business.
A practical and applied guide, this book uses real-world examples throughout and is the ideal starting point for anyone who wants to know what does and doesn't work online to meet their particular online business objectives - from driving sales and cutting costs to improving customer relationships.
Many books explain the intricate technicalities of web analytics and others describe the strategy behind using them; this book bridges the gap. Starting with an in-depth guide to working out what you should measure in order to gauge the relative success or failure of your online activities, the book expands to cover how to achieve online business objectives by using web analytics.
Written by the well-known e-business analyst, Steve Jackson (TBC).

1 Preface/Introduction: Who this book is for Very short introduction of why the book has been written and whom it is aimed at; Reader learns if the book is for him, whom the author is and whether it will be relevant to what he/she is doing.
2 Why measure? Use this
chapter to engage audience with some quick wins or health-check diagnostics they can apply to their site, e. g. conversion rates, pages per visit, underperforming products relative to other channels. - Monitoring / problem detection - Continuous improvement (six sigma) - Rational management decisions - Target marketing - Business website goals/objectives Short look at comparing "online or e-channels" with other channels such as telemarketing and print - managers in many organizations will compare e-channels to other markets. How measurement relates to, and supports, strategy and planning - a teaser
chapter that will explain the concept of measurement online and what the user is missing if they do not do an effective job. This
chapter explains the "information hole" which is tied into the introduction and will open the theme of the book which is finding the buried treasure within the statistics.
3 A Conversion platform - Learn what conversion is - Learn how to measure user experience - Learn a little about human motivation - Learn a little about persuasive techniques Topics: - Persuasive elements in a website and how to measure them - Content and design - how to measure its effect - Identifying underperforming content This
chapter will briefly describe some tactics to improve conversion rates as well as how to go about measuring the changes. The conversion aspect is important because it should be what people concentrate on before they go out to reach their audience. The site should be developed with the audience motivations in mind and only then do you develop a strategy around reaching those people. Some examples of motivation based strategies and then follow on with how to develop KPIs around the strategy.
4 Key Performance indicators - Learn to identify key actors - Learn to identify their key needs from a business objective perspective - Learn to developing metrics around those needs - Learn to determine whether your metrics are KPI?s or simply metrics - Learn what you will need to measure things right Topics: - Internal players and external players (actors) - Figuring out who is important - How can/does your website meet their needs/requirements - Aligning business objectives with metrics (macro and micro actions) - Determining who receives those metrics - Determining whether those metrics are "key" or simply metrics. The most important
chapter in the book goes into what you need to do in order to know "what to measure" and provides a system which can be applied across business units or small businesses. Based on the ideas learned from the last chapter. Typically this is the most ignored part of any web analytics strategy. Nokia S60 case study as an example (if possible) and Nokia N770 as a example of a retail KPI strategy.
5 Audience segmentation - Learn about how to segment traffic - Why to segment traffic Topics: - Not all visitors are equal (browsers vs engagers) - Insights delivered by segmentation - Learning to ask why This
chapter will explain how to use segmentation of traffic to deliver key insights you don't always get by looking at global traffic. It will show ways of using segmentation effectively and give some reasons why you should use it. Show how by using a flag KPI (page views per session) in combination with segmentation that a problem was found on a website worth $1million a year.
6 Measuring and Improving Reach - Learn what reach is - Learn the different ways to reach your desired audience - Learn how to measure each different way to reach your a