Cult of analytics : data analytics for marketing /

Cult of analytics : data analytics for marketing /

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Bibliographic Details
Author / Creator:	Jackson, Steve, 1971- author.
Edition:	Second edition.
Imprint:	London : Routledge, 2016.
Description:	1 online resource.
Language:	English
Subject:	Internet marketing. Web usage mining. Internet marketing. Web usage mining.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/10444752

Hidden Bibliographic Details
ISBN:	9781317561880 1317561880 9781315734743 1315734745 9781317561897 1317561899 9781138837997 9781138837980 1138837989 1138837997 1317561872
Notes:	Includes bibliographical references and index. Online resource; title from PDF title page (EBSCO, viewed January 7, 2016).
Other form:	Print version: Jackson, Steve, 1971- Cult of analytics. Second edition. London : Routledge, 2016 9781138837980 1138837989

Table of Contents:

1. The hub and spoke method
2. Reach, engage, activate and nurture
3. Key performance indicators
4. Planning analytics business casees and wins you can share
5. Tools and data
6. Segmentation and personas
7. Testing personas to improve conversion
8. Using data and telling stories
9. The starting point.