Cult of analytics : data analytics for marketing

Online-Ressource (XIV, 202 p)

Description based upon print version of record

Cover; Title Page; Copyright Page; Table of Contents; List of illustrations; Acknowledgements; Foreword; Introduction: The day that changed my life; 1 The hub and spoke method; 1.1 How the Internet has changed our world; 1.2 How the information revolution changed your business; 1.3 The cultural factors present from my introduction to this book; 1.4 Leadership, vision and steering the ship at ACME; 1.5 The hub and spoke method at ACME; 1.6 Checklist and exercises; 2 Reach, engage, activate and nurture; 2.1 Developing a REAN model; 2.2 The ACME REAN model - departmental goals

2.3 The ACME REAN model - definition2.4 Checklist and exercises; 3 Key performance indicators; 3.1 What are KPIs?; 3.2 The ACME visionary KPI; 3.3 Developing the REAN model; 3.4 Checklist and exercises; 4 Planning analytics business cases and wins you can share; 4.1 What is a quick win?; 4.2 Process to plan the quick win; 4.3 Determine potential quick wins; 4.4 How to use Google Analytics; 4.5 The 25-50-25 rule; 4.6 Design the business case; 4.7 ACME business to business case example; 4.8 ACME branding business case example; 4.9 ACME business to consumer shopping cart case example

4.10 ACME customer service business case example4.11 Checklist and exercises; 5 Tools of the trade; 5.1 Data; 5.2 Clickstream data; 5.3 Experience data; 5.4 Ecosystem data; 5.5 Social data; 5.6 Big data; 5.7 Data collection methods; 5.8 Tag management systems; 5.9 Analytics tool selection; 5.10 Analytics implementation; 5.11 ACME analytics implementation; 5.12 Checklist and exercises; 6 Segmentation and personas; 6.1 An introduction to personas; 6.2 The Van Welie method; 6.3 ACME persona using the Van Welie method; 6.4 The persuasion architecture method

6.5 ACME persona-based strategy development6.6 ACME persona segmentation; 6.7 Checklist and exercises; 7 Testing personas to improve conversion; 7.1 Define your testing approach; 7.2 ACME's Frank Butler persona; 7.3 ACME scoring Frank Butler; 7.4 ACME testing the persona gaps; 7.5 Testing best practices; 7.6 Checklist and exercises; 8 Using data and telling stories; 8.1 Numbers, dashboards, insights, stories; 8.2 Starting with the business question; 8.3 Monetisation; 8.4 Writing and telling the story; 8.5 ACME storytelling; 8.6 Checklist and exercises; 9 The starting point

9.1 From ground zero to the cult of analytics9.2 Culture-building best practices; 9.3 Amazon case study; 9.4 How ACME got started; 9.5 Checklist and exercises; 9.6 The one thing that drives change; Index

ECONIS - Online Catalogue of the ZBW