Cult of analytics
Subtitle: data analytics for marketing
By: Steve Jackson
Edition: Second edition.
Publisher: Routledge
Published: 2016
Language: eng
Number of pages: 202
ISBN-13: 9781138837980; 9781138837997
Subjects: Internet marketing; Web usage mining
Notes: Revised edition of the author's Cult of analytics, 2009.

Includes bibliographical references and index.
Table of contents: title: Prologue; title: Acknowledgements; title: Praise for cult of analytics; title: Foreword; title: Introduction : the day that changed my life; title: The hub and spoke method; title: Reach, engage, activate and nurture (REAN); title: Key performance indicators (KPIS); title: Planning a business case; title: Tools & data; title: Segmentation & persona's; title: Testing persona's to improve conversion; title: Using data & telling stories; title: The starting point.