Cult of analytics data analytics for marketing - Jackson, Steve (Abingdon, Oxon New York, NY Routledge, 2016)
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.
Revised edition of the author's Cult of analytics, 2009.
Includes bibliographical references and index.
Keywords: Internet marketing; Web usage mining