1 Actionable Analytics© Razor
sh, Inc. All rights reserved.
Each year marketers stake their reputations on digital advertising programs and Web sites that deliver irrel-evant content to consumers and limited business value to the enterprise. And yet the marketplace is gluttedwith Web analytics tools that are supposed to help marketers create better digital ads and Web sites. Why isthere such a disconnect between Web analytics tools and business results?Razor
to help you close the gap between analysis and performance. Weassume that Web analytics packages are useful tools for measuring performance, but they don’t provide act-tionable advice. Our approach is to show marketers how to turn analytics into action by answering 14 criticalbusiness questions you should ask when attempting to use analytics to make better decisions about customers.
offers several breakthrough ideas. For instance, we believe investing into brand — ordirect response marketing need not be an either/or decision. We introduce a way to use analytics to deter-mine the right mix of advertising spend in both categories. We answer the practical but tough questions —likeshould you spend your next advertising dollar on brand or direct response and what can you do
to im-prove your Web site’s performance?You’ll
nd the 14 questions in three major categories: media analytics, Web analytics, and customer relation-ship management. Within each category, we’ve attempted to go beyond simply examining historical data. Weaspire to provide useful information that marketers can use to achieve better results, both now and in planningfuture programs.