If you’re responsible for reporting and improving the online part of your business, this book is for you. If that sounds like a broad audience, you’re right: comprehensive web visibility is by definition multidisciplinary. That doesn’t mean, however, that the disciplines should be disconnected from one another. Consider the following:
If you’re responsible for web analytics, you need to know how performance, community referrals, and usability affect your visitors.
If you’re in charge of operating the web infrastructure, you need to know how to monitor sudden bursts of traffic or how to set up testing to mimic where real users are coming from.
If you’re managing communities, you need to know how activity within those communities leads to business outcomes on your website.
If you’re a competitive analyst, you need to know how your site and online presence compare to others.
The information in this book applies to entrepreneurs and marketing executives who need to define success metrics for their organizations, but also to the product managers, web operators, developers, and systems administrators responsible for achieving those metrics.
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