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Book details
  • Genre:BUSINESS & ECONOMICS
  • SubGenre:E-Commerce / Internet Marketing
  • Language:English
  • Pages:180
  • eBook ISBN:9781910591024

Successful Analytics ebook 2

Gain Business Insights By Managing Google Analytics

by Brian Clifton

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Overview
Successful Analytics shows you how to: • Understand what Google Analytics does • Use Google Analytics to build an integrated measurement strategy for all of your visitor and customer interactions, both online and offline • Use data quality best practices to gain business confidence and trust • Ensure that your digital analytics team focuses on insights, not data • Make the right investment in your digital analytics team • Build a balanced team of analysts and position them in your organization Using a non-technical approach, Successful Analytics shows you how to ensure that digital analytics is not simply a hit counter for your website. This book is for anyone who takes responsibility for digital data. It will put you in control, showing you how to use Google Analytics data strategically in ways that connect directly with your company’s bottom line.
Description
This new book from the acclaimed author of Advanced Web Metrics puts you in control of your data showing you how to be successful in your organization. This book is for you if you are: - a digital analyst working with Google Analytics and wishing to go to the next level of your career. - a manager of data who needs a solid understanding of best practice website measurement, the capabilities of Google Analytics, and how to guide your organisation’s digital strategy. - a student of quantitative marketing (or economics and management) looking to gain a detailed knowledge of what it takes to be successful with Google Analytics. For all of the above, your ultimate interest is in insights and knowledge, not more data! Top Three Take Aways 1. This book is about using Google Analytics in an enterprise environment - to embolden your organisation to actually use its data for important decisions – that is, not just be a hit counter. 2. This book is about team work – providing the methods and processes to bridge the often daunting gap between practitioners and senior management. 3. This book is about data trust – helping you ensure you have the best data quality so the rest of the organisation can trust and rely on it. Specific recommendations on: - How to audit your data (without looking at code) to ensure good data quality and trust - How to assess the investment in tools and team - How to ensure your team focuses on insights, not data - Understanding KPI selection and the dashboards required to convey them - Telling stories with data - Real world insights from major brands showing the difference knowledge makes eBook1 contains chapters 6-10 (out of 10)
About the author
Brian Clifton (PhD) is an analytics advisor, author, and educator who specializes in performance optimization using Google Analytics. He is recognized internationally as a Google Analytics expert. His book Advanced Web Metrics with Google Analytics is used by students and professionals worldwide. Brian was Google’s first head of web analytics for Europe (2005– 2008) and is a guest lecturer at University College London and at the Stockholm School of Economics.
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