قهرمان عمل‌گرای تحلیل وب: استفاده از تحلیل برای کسب بینش و بهینه‌سازی کسب‌وکار شما

Companies need more than just web analysts and data-savvy marketers to be successful–they need action heroes! While most of us never battle evil scientists or defuse nuclear warheads, successful web analysts benefit from the same attributes that fictional action heroes embody. As a web analyst, your main goal is to improve your organization's online performance. You can become an “action hero” by translating analysis insights into action that generates significant returns for your company. How you approach analysis is critical to your overall success. In this book, web analytics expert Brent Dykes addresses the unique challenges facing analysts and online marketers working within small and large companies, teaching you how to move beyond reporting and toward analysis to drive action and change. Taking a principle-based rather than a tool-specific approach, Brent introduces you to the Action Hero Framework that breaks down the analysis process into three key stages: Prioritize (what to analyze), Analyze (how to analyze), and Mobilize (how to drive action). And he reinforces these topics with real-world examples and practical tips from seasoned analysts at leading companies. Defines the type of environment in which action heroes thrive–not just survive–as well as how to defeat the villains of web analytics that stand in the way Arms web professionals with a strategic framework for executing online analysis, as well as an arsenal of analysis techniques Reveals how companies need to be both data-driven and action-agile to drive business value from web analytics For more action hero resources and information, check out the book's companion site at www.Analyticshero.com.'The ideas in this book will take you days (or even weeks) to work your way through, and they fly in the face of the emotional approach to marketing. The question is: would you rather have your competition lead the way with data and science when it comes to reaching your market, or are you going to go first? That's how it is with action heroes--no guts, no glory.'- Seth Godin Author We Are All Weird'Don't let the jaunty, breezy style of this book throw you off. Brent successfully - and entertainingly - packs years of experience into these pages along with case studies and insightful help on getting the most out of web analytics, adding value to your company and boosting your career trajectory.'- Jim Sterne Founder of eMetrics Marketing Optimization Summit, author of'Social Media Metrics'and Chairman of the Digital Analytics Association Contents......Page 10 Acknowledgments......Page 5 About the Author......Page 7 Foreword......Page 8 INTRODUCTION......Page 16 Enter the Action Hero......Page 17 Who Should Read This Book?......Page 19 Why I Wrote This Book......Page 20 CHAPTER 1 WANAMAKER’S QUOTE IS DEAD......Page 22 The Deepening Data Deluge......Page 23 Human Intervention Still Required......Page 24 Who’s at the Wheel?......Page 25 Data-Driven Marketing: Stay Goal-Oriented......Page 26 Everyone Is a Part-Time Analyst......Page 27 Enter the Action Hero......Page 28 CHAPTER 2 ON THE ROAD TO ACTIONLAND......Page 30 Start in Setupland......Page 31 Don’t Get Stuck......Page 32 Myth: Setupland Is Once and Done......Page 33 A Tale of Two Analysts......Page 34 Where Do Reporting Robots Come From?......Page 36 Purpose......Page 38 Outputs......Page 39 Delivery......Page 41 Value......Page 42 Reporting Robot Rehab......Page 43 Break the Reporting Routine......Page 45 Gathering Business Requirements......Page 47 Actionland Is Not Fantasyland......Page 49 CHAPTER 3 THE MAKINGS OF AN ACTION HERO......Page 50 Ability: Attributes of a Good Web Analyst......Page 52 Business Acumen......Page 53 Analytical Skills......Page 54 Web Savviness......Page 55 Hero Factor (H Factor)......Page 56 No Analyst Is Perfect......Page 57 Executive Sponsor: Do You Have a Champion?......Page 59 Strategy: Is Your Online Strategy MIA?......Page 60 Staffing: Do You Have All the Positions Covered?......Page 63 Data: How Useful Is Your Sandbox?......Page 66 Tools: Do You Have What You Need?......Page 68 Accountability: Do They Care About the Numbers?......Page 70 Create Your Ideal Environment by Building Momentum......Page 71 Role of the Web Analyst......Page 72 The Action Hero Framework......Page 76 CHAPTER 4 PRIORITIZE FOR IMPACT......Page 80 The Key Drivers of Analysis Direction......Page 81 What’s Keeping Your CXO Awake at Night?......Page 84 The Anatomy of Strategy......Page 85 Deciphering Key Business Objectives......Page 88 The Nunchucks of Analysis......Page 93 Time for a Reality Check......Page 94 The Action Roadblocks......Page 95 Expanding Your Ability to Influence......Page 97 Follow the Money Trail......Page 100 Analysis Prioritization Grid......Page 103 Context Is Your Constant Companion......Page 105 Owning the Context Wheel......Page 106 Plugging into Tribal Knowledge......Page 108 Be the HUB......Page 110 CHAPTER 5 ANALYZE FOR INSIGHT......Page 112 Online Analysis Meets the Scientific Method......Page 113 Eradicating Errors......Page 115 Annihilating Assumptions......Page 118 When Analysis Isn’t Scientific......Page 120 HEROIC Approach: Turning Over Rocks Strategically......Page 121 Have a Hit List......Page 123 Evaluate Data and Its Context......Page 124 Recognize Opportunities......Page 128 Techniques for Analyzing Numerical Data......Page 129 Techniques for Analyzing Data Visually......Page 132 Obtain Deeper Insights......Page 137 Using Fishbone Diagrams to Find Causes......Page 138 Drilling Deeper with the Five Whys Method......Page 140 Divide and Conquer Your Data Through Segmentation......Page 142 Experience It Firsthand......Page 146 Inspect Monetary Value......Page 149 The Three Amigos of Monetization......Page 150 Choose the Best Options......Page 152 CHAPTER 6 MOBILIZE FOR SUCCESS......Page 154 The Action Hero Mind-set......Page 155 Overcoming Resistance......Page 156 Know the Audience......Page 158 Marketers......Page 160 IT Professionals......Page 161 Product/Content Owners......Page 162 Demystifying Decision Making......Page 163 Don’t Hate the HiPPO......Page 168 Nail the Message......Page 169 Speak the Universal Language of Money......Page 170 Simplify to the Care......Page 172 Data Visualization Matters......Page 175 Storytelling with Data......Page 178 Coming Through Loud and Clear......Page 184 Encourage Discussion......Page 185 Reduce Pre-Decision Friction......Page 186 Test the Path......Page 187 How to Handle a Thumbs Down......Page 188 How to Handle a Thumbs Up......Page 190 Evangelize Your Success......Page 191 Get in the Zone......Page 194 Good, Better, and Best......Page 196 Learn by Example......Page 197 How Can I Optimize Our Marketing Channels?......Page 199 How Can I Optimize Our Marketing Campaigns?......Page 201 How Can I Optimize Our Paid Search Campaigns?......Page 203 What Caused the Spike in Traffic on My Site?......Page 205 Site Interactions Analysis Examples......Page 207 How Can I Improve a Particular Landing Page?......Page 208 What Are the Main Paths of Our Visitors?......Page 210 Which Pages Are Influencing Site Success?......Page 214 Which Products Should I Feature in Promotional Efforts?......Page 217 How Can I Improve Our Onsite Promotional Content?......Page 219 What Links Are Broken and How Do I Fix Them?......Page 220 How Can I Enhance the Effectiveness of Our Internal Search?......Page 222 Where Is Attrition Occurring in Our Conversion Process?......Page 225 How Do I Market to Our Most Valuable Customers?......Page 228 Take These Techniques Further......Page 230 CHAPTER 8 READY FOR ACTION?......Page 232 Data-Driven and Action-Agile......Page 233 How Action-Agile Is Your Company?......Page 234 Are You Ready for Action?......Page 240 Formulate Your Action Plan......Page 241 No Mission Impossible......Page 243 A......Page 245 C......Page 247 D......Page 248 G......Page 249 L......Page 250 O......Page 251 Q......Page 252 S......Page 253 V......Page 254 W......Page 255 Z......Page 256 Companies need more than just web analysts and data-savvy marketers to be successfulthey need action heroes! While most of us never battle evil scientists or defuse nuclear warheads, successful web analysts benefit from the same attributes that fictional action heroes embody. As a web analyst, your main goal is to improve your organizations online performance. You can become an action hero by translating analysis insights into action that generates significant returns for your company. How you approach analysis is critical to your overall success. In this book, web analytics expert Brent Dykes addresses the unique challenges facing analysts and online marketers working within small and large companies, teaching you how to move beyond reporting and toward analysis to drive action and change. Taking a principle-based rather than a tool-specific approach, Brent introduces you to the Action Hero Framework that breaks down the analysis process into three key Prioritize (what to analyze), Analyze (how to analyze), and Mobilize (how to drive action). And he reinforces these topics with real-world examples and practical tips from seasoned analysts at leading companies. For more action hero resources and information, check out the books companion site at (http://www.Analyticshero.com) www.Analyticshero.com . "The ideas in this book will take you days (or even weeks) to work your way through, and they fly in the face of the emotional approach to marketing. The question would you rather have your competition lead the way with data and science when it comes to reaching your market, or are you going to go first? That's how it is with action heroes--no guts, no glory." - Seth Godin Author We Are All Weird "Don't let the jaunty, breezy style of this book throw you off. Brent successfully - and entertainingly - packs years of experience into these pages along with case studies and insightful help on getting the most out of web analytics, adding value to your company and boosting your career trajectory." - Jim Sterne Founder of eMetrics Marketing Optimization Summit, author of "Social Media Metrics" and Chairman of the Digital Analytics Association Companies need more than just web analysts and data-savvy marketers to be successful–they need action heroes!

While most of us never battle evil scientists or defuse nuclear warheads, successful web analysts benefit from the same attributes that fictional action heroes embody. As a web analyst, your main goal is to improve your organization’s online performance. You can become an 'action hero' by translating analysis insights into action that generates significant returns for your company. How you approach analysis is critical to your overall success.

In this book, web analytics expert Brent Dykes addresses the unique challenges facing analysts and online marketers working within small and large companies, teaching you how to move beyond reporting and toward analysis to drive action and change. Taking a principle-based rather than a tool-specific approach, Brent introduces you to the Action Hero Framework that breaks down the analysis process into three key stages: Prioritize (what to analyze), Analyze (how to analyze), and Mobilize (how to drive action). And he reinforces these topics with real-world examples and practical tips from seasoned analysts at leading companies.

• Defines the type of environment in which action heroes thrive–not just survive–as well as how to defeat the villains of web analytics that stand in the way
• Arms web professionals with a strategic framework for executing online analysis, as well as an arsenal of analysis techniques
• Reveals how companies need to be both data-driven and action-agile to drive business value from web analytics
  

For more action hero resources and information, check out the book’s companion site at www.Analyticshero.com.