• jounileskinen

3 Must Read Books to Understand Performance Analytics

Updated: Mar 17

Working for a platform for Marketing Performance Analytics means that it’s integral for us to understand the true value and implications of using performance analytics (PA). During our quest to learn more about how performance analytics should be utilized in a business we came across these 3 books.


The struggle of always being ahead of the game and keeping up with the ever-changing digital world is always a constant. These books give you an excellent information and understanding of on analytics and how to start forging a better business with analytics.

1. Cult of Analytics: Data analytics for marketing


Author: Steve Jackson | Published: 2015


Cult of Analytics enables professionals to build an analytics-driven culture into their business or organisation. Marketers will learn how to turn tried and tested tactics into an actionable plan to change their culture to one that uses web analytics on a day to day basis. Through use of the fictitious ACME PLC case, Steve Jackson provides working examples based on real-life situations from the various companies he has worked with, such as Nokia, KONE, Rovio, Amazon, Expert, IKEA, Vodafone, and EMC.



These examples will give the reader practical techniques for their own business regardless of size or situation making Cult of Analytics a must have for any would-be digital marketer. This new edition has been thoroughly updated, now including examples out of how to get the best from Google analytics, as well as ways to use social media data, big data, tag management and advanced persona segmentation to drive real value in your organisation. It’s also been expanded to include exercises and new cases for students and tutors using the book as a text.



2. Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI


Authors: Sebastian Tonkin,  Caleb Whitmore, and Justin Cutroni | Published: 2010


The author trio of Google Analytics veterans starts with a broad explanation of performance marketing and gets progressively more specific, closing with step-by-step analysis and applications. Features in-depth examples and case studies on how to increase revenue from search advertising, optimize an existing website, prioritize channels and campaigns, access brand health and more.



The publication discusses how to communicate with a webmaster or developer to assist with installation. Addresses Google’s conversion-oriented tools, including AdWords and AdSense, Google trends, Webmaster tools, search-based keyword tools, and more.


The book touches on brand tracking studies, usability research, competitive analysis, and statistical tools. Throughout the book, the main emphasis is demonstrating how you can best use Google Analytics to achieve your business objectives.

3. Actionable Web Analytics: Using Data to Make Smart Business Decisions


Authors: Jason Burby and Shane Atchison | Published: 2007


Knowing everything you can about each click to your Web site can help you make strategic decisions regarding your business. This book is about the why not just the how of web analytics and the rules for developing a culture of analysis inside your organisation.



The book raises important questions such as why should you collect several types of data? Why you need a strategy? Why must it remain flexible? Why your data must generate meaningful action? The authors answer these critical questions and many more using their decade of experience in Web analytics.


As we know, just tracking metrics is not enough to understand the true impact of marketing on your business. That’s why we want our Madtrix platform to deliver performance analytics on an easy to understand dashboard which is relevant to all stakeholders.


By the way: we're always happy to help you on the marketing analytics topics. Just book a chat from here!

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