By Jason Burby, Shane Atchison, Jim Sterne

Figuring out every little thing you could approximately every one click on for your website might be useful make strategic judgements concerning your online business. This publication is set the why, not only the how, of net analytics and the principles for constructing a "culture of research" inside of your company. Why you'll want to gather quite a few varieties of info. Why you would like a method. Why it needs to stay versatile. Why your info needs to generate significant motion. The authors resolution those severe questions—and many more—using their decade of expertise in internet analytics.

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What if no relationship exists between marketing and outcomes? Perhaps hidden variables are driving demand up or down and just happen to be correlated with marketing efforts. What would happen if a company stopped doing all marketing? For a long time, Starbucks essentially did no advertising at all. Even today, they don’t advertise their core offering: the local Starbucks store. Yet Starbucks has been successful at making their product highly desirable to a large group of consumers. They manage to charge a huge premium for a product that was practically a commodity beforehand.

Qxd 4/23/07 11:13 AM Page 17 Performance Marketing Like all good things, analytics is best when it’s used with moderation and good judgment. When deployed properly, it’s an invaluable tool for helping you make smart business decisions and choose communication strategies that will enable you to get the most out of your website. state of web design and the strategies some companies are using to make decisions about how their sites should look and perform. We’ll look at the kinds of sites that win awards, and why they 2 may or may not be right for your business.

That new target audience may find the customization and racing games interesting. But they may also consider them disingenuous and false, given the historical brand attributes of the company. Trying to be cool online is often the worst way to reach an audience. Consumers know cool when they see it, and it isn’t easy to pass off a fake as the real thing. Brands are precious assets, and the online world presents many new challenges in maintaining and growing those assets. Emerging phenomena such as user-generated content and social networking provide opportunities for brand building to be put into the hands of consumers.

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