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Cult of analytics : data analytics for marketing /

By: Jackson, Steve, 1971- [author.].
Publisher: Abingdon, Oxon ; Routledge, 2016Edition: Second edition.Description: xiv, 202 pages : illustrations ; 24 cm.Content type: text | text | still image Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 9781138837980; 9781138837980:; 1138837989; 9781138837997; 1138837997.Subject(s): Internet marketing | Web usage miningDDC classification: 658.872
Contents:
Prologue -- Acknowledgements -- Praise for cult of analytics -- Foreword -- Introduction : the day that changed my life -- The hub and spoke method -- Reach, engage, activate and nurture (REAN) -- Key performance indicators (KPIS) -- Planning a business case -- Tools & data -- Segmentation & persona's -- Testing persona's to improve conversion -- Using data & telling stories -- The starting point.
Summary: '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.
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Includes bibliographical references and index.

Prologue -- Acknowledgements -- Praise for cult of analytics -- Foreword -- Introduction : the day that changed my life -- The hub and spoke method -- Reach, engage, activate and nurture (REAN) -- Key performance indicators (KPIS) -- Planning a business case -- Tools & data -- Segmentation & persona's -- Testing persona's to improve conversion -- Using data & telling stories -- The starting point.

'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.

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