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Companies need more than just web analysts and data-savvy marketers to be successful–they need action heroes!
While most of us never battle evil scientists or defuse nuclear warheads, successful web analysts benefit from the same attributes that fictional action heroes embody. As a web analyst, your main goal is to improve your organization’s online performance. You can become an “action hero” by translating analysis insights into action that generates significant returns for your company. How you approach analysis is critical to your overall success.
In this book, web analytics expert Brent Dykes addresses the unique challenges facing analysts and online marketers working within small and large companies, teaching you how to move beyond reporting and toward analysis to drive action and change. Taking a principle-based rather than a tool-specific approach, Brent introduces you to the Action Hero Framework that breaks down the analysis process into three key stages: Prioritize (what to analyze), Analyze (how to analyze), and Mobilize (how to drive action). And he reinforces these topics with real-world examples and practical tips from seasoned analysts at leading companies.
Enter the Action Hero
Who Should Read This Book?
Why I Wrote This Book
Chapter 1 Wanamaker’s Quote Is Dead
Chapter 2 On the Road to Actionland
Chapter 3 The Makings of an Action Hero
Chapter 4 Prioritize for Impact
Chapter 5 Analyze for Insight
Chapter 6 Mobilize For Success
Chapter 7 Analysis in Action
Chapter 8 Ready for Action?