Performance marketing with Google analytics: strategies and techniques for maximizing online ROI

The guide will start with a broad explanation of performance marketing and get progressively more specific, closing with step-by-step analysis and applications. In-depth code examples will be downplayed. Instead of overwhelming marketers with the ins and outs of JavaScript, the emphasis will be on how to communicate features to a webmaster or developer to assist with installation. Topics will include basic configuration as well as in-depth examples on how to increase revenue from search advertising, optimize an existing website, prioritizechannels and campaigns, access brand health and more. The author's emphasis throughout the book will consistently be on using Analytics to achieve businessobjectives. Coverage will focus mainly on Google Analytics, with some consideration given to Google's other conversion-oriented tools (in order of importance): AdWords and AdSense Google Website Optimizer Insights for Search Google Trends Webmaster Tools Search-based Keyword Tool Some additional tracking options may also be covered very briefly including: Brand tracking studies Usability research Competitive analysis Panels (Comscore, Nielsen) Statistical tools Greasemonkey scriptsSebastian Tonkin (San Francisco, CA) is managing editor of the Official Google Analytics Blog and has contributed work to outlets including Web Pro News, MediaPost, TechMeme and Google Operating System. Sebastian joined Google Marketing as a Product Marketing Manager in 2007, driving metrics and acquisition strategy for iGoogle before joining the Google Analytics marketing team in 2008.Caleb Whitmore (Seattle WA) is a veteran user of Google Analytics and a frequent speaker and contributor to blogs and periodicals on the subject of Performance Marketing and using Google Analytics to solve business and marketing challenges. Caleb is Principal Consultant & CEO of Analytics Pros, a Google Analytics Authorized Consultancy based in Seattle, WA. Prior to founding Analytics Pros, Caleb built the Search & Analytics team at POP one of the first Google Analytics Authorized Consultancies and a leading independent Interactive Agency based in Seattle and New York, where he worked with an array of national and internationally renowned brands to plan, implement, and leverage Google Analytics as a platform for online marketing optimization. Caleb is a serial entrepreneur with Analytics Pros being his fourth venture. Justin Cutroni (Burlington,VT) has been working with Google Analytics since the product was launched in 2005. Justin has worked with hundreds of clients by helping them understand how to improve their online channel using Google Analytics. A frequent speaker on web analytics, Justin was chosen by Google as a Google Analytics Seminar leader and conducts numerous training events focused on how to get value out of Google Analytics. Justin is the author of Google Analytics Short Cut and the popular web analytics blog Analytics Talk.

• ISBN: 978-0-470-57831-5
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 432
• Fecha Publicación: 22/04/2010
• Nº Volúmenes: 1
• Idioma: Inglés