Web Analytics for Marketing Managers
An eBook (PDF) Geared Toward a Not Overly-Technical Approach to Marketing Analytics
About Web Analytics for Marketing Managers
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Metrics
Web Analytics for Marketing Managers focuses on demystifying the metrics and key performance indicators that are the basis for successful marketing campaigns and organizations. You will not only learn how to identify conversion and conversion flows but how to best track them in ways which make sense. Special emphasis is given to identifying metrics that make a difference in each part of the sales funnel.
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Context
A central theme of the book is about creating a context for the metrics required to prove the success and worth of any digital marketing campaign, whether it is based on a website, search ads, social media, or video. Web Analytics for Marketing Managers looks at the customer journey and how specific campaigns and marketing platforms can be matched to it. Most importantly, it matches which metrics mean the most during the awareness, learning, conversion, and retention phases of the typical sales funnel.
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Reporting
One of the things you won’t find in most books on analytics is how to easily and clearly report what happened in plain, legible speech that everyone can understand. Web Analytics for Marketing Managers takes you step-by-step through a simple process that will help you simply report the success of your campaigns.
Try a sample chapter.
Nels Henderson has over 20 years of experience in teaching marketing-related courses through Antioch University; and now, UCSB’s PaCE program. He and his wife Alexis own and manage Santa Barbara Mobile Notary.
Nels has held numerous leadership positions for non-profit boards of directors and political organizations in Santa Barbara and Ventura Counties including President of the Board of Directors for Sarah House, Citizens Planning Association, and Citizens Planning Foundation. At 23, Nels was the youngest political party central committee chair in the State of California.
He has run political campaigns at the local, state, and federal levels and was a web manager for GoToMyPC and GoToAssist for Citrix in the 2010s.
Nels received his BA in Political Science at the University of California Santa Barbara and holds a Master’s Degree in Organizational Management from Antioch University Santa Barbara. He has received extensive training in Agile Methodology and recently became a Certified Digital Marketing Professional through the Digital Marketing Institute.