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Cult of analytics : data analytics for marketing /

Bibliographic Details
Main Author: Jackson, Steve, 1971- (Author)
Corporate Author: EBSCOhost
Format: eBook
Language:English
Published: New York : Routledge, 2015.
Edition:Second Edition.
Subjects:
Internet marketing.
Web usage mining.
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • Prologue
  • Acknowledgements
  • Praise for cult of analytics
  • Foreword
  • Introduction : the day that changed my life
  • The hub and spoke method
  • Reach, engage, activate and nurture (REAN)
  • Key performance indicators (KPIS)
  • Planning a business case
  • Tools & data
  • Segmentation & persona's
  • Testing persona's to improve conversion
  • Using data & telling stories
  • The starting point.