文档介绍：4/23/07 11:06 AM Page v
Actionable
Web Analytics
Using Data To Make Smart
Business Decisions
Jason Burby
Shane Atchison
Wiley Publishing,Inc.
4/23/07 11:06 AM Page i
Praise for Actionable Web Analytics: Using Data
To Make Smart Business Decisions
“Relationship marketing continues to evolve in new and exciting ways, and Actionable Web
Analytics provides a clear and concise guidebook for the marketing executive. Shane and Jason
have captured the essence of creating relationships online, which lead to meaningful customer
dialogues, and then measuring the ess of those efforts.”
—LESTER WUNDERMAN, Founder and Chairman Emeritus, Wunderman
“Some people build web analytics tools. Some work tirelessly, deep in the hearts of an-
izations drawing the rich value out of those tools. And then, there are those like Shane and
Jason who have spent close to a decade helping a wide variety panies optimize their
advertising spend, supersize their website value, and maximize their online marketing ROI.
These guys are in an amazing position to help you figure out all of the above. But that’s just
the half of it. While their position is nice, their scary IQ, their awesome curiosity, and their
uncanny ability to drill down to bona fide business value make this book a must read.”
—JIM STERNE, President, Web Analytics Association and Producer, Emetrics Summit
“The real money is made when the initial click leads to a customer journey filled with mean-
ingful, relevant dialogues that motivate action. Actionable Web Analytics helps marketers take
customers on that journey and generate a good ROI doing it.”
—DANIEL MOREL, Chairman & CEO, Wunderman
“We have been fortunate enough during the past decade to see our business grow in parallel
with, and in partnership with, the team at ZAAZ. As true thought leaders in the web analytics
and marketing space, Jason and Shane have captured the important issues facing