Knowing everything you can about each click to your Web site can help you make strategic decisions regarding your business. This book is about the why, not just the how, of web analytics and the rules for developing a ‘culture of analysis’ inside your organization. Why you should collect various types of data. Why you need a strategy. Why it must remain flexible. Why your data must generate meaningful action. The authors answer these critical questions–and many more–using their decade of experience in Web analytics.
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Jason Burby is Chief Analytics and Optimization Officer for
ZAAZ, Inc., a web design and analytics consulting firm. His clients
have included e Trade, Ford, Sony, Pay Pal/e Bay, Washington Mutual,
Reuters, T-Mobile, Levi Strauss, and Microsoft.
Shane Atchison, co-founder and CEO of ZAAZ, Inc., leads
its long-term strategic vision of helping companies realize the
potential of the Internet and its impact on their business. Among
his client list have been Converse, Sony, Ford, Microsoft, and
National Geographic.
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