Web Metrics looks at the Web as a business tool for communicating with your customers. This book is about measuring those places where the customer and the company come together:
Advertising: Raise awareness
Marketing: Educate and persuade
Sales: Complete the transaction
Customer Service: Answer questions and solve problems.
This is a business book for business people. Web Metrics takes a commonsense approach to what can be measured and business perspective about what should be measured.
“You cannot succeed in analytics and marketing unless they are central to business operations and are helping business answer the questions that will drive dollars to the top or bottom line,” says Kerem Tomak, Sears Chief Digital Marketing & Analytics Officer.
The use of psychology in marketing and sales is not new, but it may be more useful than ever in an attention economy where time is precious and focus is rare. How can you tap into a demanding consumer to check whether there is an actual interest in your product?
According to a survey conducted as part of OnBrand Magazine's State of Branding Report 2017, marketers are well aware of the new technologies that are expected to be important to their brands in coming years, but the majority aren't rushing to invest in them before they're fully-baked.
Two weeks ago, Foursquare announced what could be the most important component of its data business: the Pilgrim SDK. So what does it do, and what does it mean for location-based marketing?