The secret sauce of web marketing is understanding how to relate your marketing efforts to business outcomes. This year's web marketing practicum will use two books devoted to this matter:
- Conversion Optimization by Khalid Saleh and Ayat Shukairy available at Amazon and O'Reilly. ISBN: 978-1-4493-7756-4. I recommend buying at Amazon for $23 and then upgrading to an ebook for $5 at the O'Reilly site. Alternatively, get the kindle version from Amazon for $15 and upgrade to full ebook at the O'Reilly site for $5. This is a great book by industry experts that focuses on the core issue of how you get visitors to convert.
- Google Analytics by Justin Cutroni available at Amazon and O'Reilly. ISBN: 978-0-596-15800-2. Again I recommend buying the physical book at Amazon for $20 and then upgrading to an ebook at O'Reilly or buying the kindle edition for $10 and upgrading that. This is an excellent beginners book for Google Analytics.
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