Cult of Analytics: Driving Online Marketing Strategies Using Web Analytics

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Routledge, 2009 - Business & Economics - 265 pages

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

 

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Contents

Chapter 2 Understanding Reach Engage Activate and Nurture REAN
23
Chapter 3 How to Develop KPIs
47
Chapter 4 Planning Quick Wins
99
Chapter 5 Tools of the Trade
121
Chapter 6 Developing and Measuring Motivational and Behavioural Personas
163
Chapter 7 Using the Insight Model to Improve Conversion
187
Chapter 8 Simplified Reporting
225
Chapter 9 The Proliferation Process
243
Index
257
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About the author (2009)

Steve Jackson, CPA, is an associate professor at The University of Southern Mississippi. He earned a PhD from Arizona State University and a BS from the University of Montana. Professor Jackson has published articles in such refereed journals as the JOURNAL OF ACCOUNTING AND FINANCE RESEARCH, JOURNAL OF ECONOMIC AND SOCIAL MEASUREMENT, JOURNAL OF ECONOMIC AND BUSINESS PERSPECTIVES, JOURNAL OF BUSINESS AND ECONOMIC RESEARCH, ACCOUNTING EDUCATORS JOURNAL, and JOURNAL OF ACCOUNTANCY. His research interests are in accounting education and behavioral issues in ethics and auditing. He has more than 23 years of teaching experience and has held faculty positions at Northern Arizona University; Western New England College; the University of Southern Maine; the University of Tennessee at Martin, where he held the Hendrix Chair of Excellence; and Loyola University New Orleans, where he was the chairman of the accounting department. Professor Jackson has received numerous teaching awards, including three excellence-in-teaching awards while a doctoral student at Arizona State University. He was named outstanding faculty member by the University of Southern Mississippi Gulf Coast Accounting Society. He was the recipient of the Faculty Senate Intellectual Contributions award while at the University of Southern Maine and the Excellence in Research award at the University of Tennessee at Martin. Dr. Jackson's professional activities include membership in the American Institute of Certified Public Accountants, the American Accounting Association, the Institute of Management Accountants, and the Institute of Internal Auditors. He is a former staff accountant with Touche Ross & Co. in Seattle and has more than 12 years of public accounting experience. Professor Jackson and his wife Cheryl live in D'Iberville, Mississippi. They have three grown children, Christina, Kent, and Benjamin, and two grandchildren, Charles and Elise.

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