Cult of Analytics: Data analytics for marketing

ISBN-13: 9781138837997 / Angielski / Miękka / 2015 / 202 str.

Steve Jackson

Opis

Cult of Analytics enables professionals to build an analytics driven culture into their business or organization. Marketers will learn how to turn tried and tested tactics into an actionable plan to change their culture to one that uses web analytics on a day to day basis.
Through use of the fictitious ACME PLC case, Steve Jackson provides working examples based on real life situations from the various companies he has worked with, such as Nokia, KONE, Rovio, Amazon, Expert, IKEA, Vodafone, and EMC. These examples will give the reader practical techniques for their own business regardless of size or situation making "Cult of Analytics" a must have for any would-be digital marketer.

This new edition has been thoroughly updated, now including examples out of how to get the best from Google analytics, as well as ways to use social media data, big data, tag management and advanced persona segmentation to drive real value in your organisation. It's also been expanded to include exercises and new cases for students and tutors using the book as a text.

Spis treści

1. The Hub and Spoke Method 2. Reach, Engage, Activate and Nurture (REAN) 3. Key performance indicators (KPIs) 4. Planning a business case 5. Tools & Data 6. Segmentation & Persona’s 7. Testing Persona’s to improve conversion 8. Using Data & Telling stories 9. The Starting Point

O autorze

Steve Jackson is a well-known analyst and entrepreneur. He currently serves as CEO of Quru Oy, a digital analytics agency, Finland. He is the author of The Cult of Analytics and The Sucking Manifesto.