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Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI Paperback – 11 May 2010

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Product details

  • Paperback: 456 pages
  • Publisher: John Wiley & Sons; 1 edition (11 May 2010)
  • Language: English
  • ISBN-10: 0470578319
  • ISBN-13: 978-0470578315
  • Product Dimensions: 18.8 x 2.5 x 23.4 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 739,937 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Authors

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Product Description

From the Back Cover

Hit your target market every time

How do visitors get to your Web site? What do they do when they get there? How many do business with your company? How can you turn more visitors into customers?

Google Analytics can tell you. You don′t have to be a Web guru; just follow the practical advice of these experts. Their case studies and step–by–step guidance demonstrate how to improve your marketing strategy with Google Analytics. They′ll even tell you where to find help when you need it.

  • Maximize your online marketing
  • Define a successful, ROI–focused online strategy
  • Leverage the tools, vendors, and team structure that work best for your business
  • Install and configure Google Analytics, or learn to tell your Webmaster what you need
  • Understand analysis concepts, features, and reports
  • Analyze what Google AdWords, Yahoo! Search Marketing, and Bing can offer
  • Learn to successfully engage users through blogs, social media, and e–mail
  • Learn which metrics matter and how to measure the success of SEO, display ads, and other tools

Save 50% on the Google Analytics Individual Qualification Test (GA IQ). Details inside

About the Author

Sebastian Tonkin is an entrepreneur and former member of the Google Analytics Marketing Team.

Caleb Whitmore is a veteran Google Analytics Authorized Consultant and Founder of Analytics Pros, a company dedicated to empowering and supporting Google Analytics users.

Justin Cutroni is author of the popular blog Analytics Talk, a Google Analytics Seminars leader and a consultant who helps companies understand how they can get greatest value from Google Analytics.


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Customer Reviews

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Most Helpful Customer Reviews

Format: Kindle Edition Verified Purchase
Summary: I recommend anyone involved in web marketing and analytics to buy this book. Even though I was familiar with much of the contents, I still learned a great deal.

Review

Google Analytics, Google's free website analytics software, is easy to install, configure and use.

Despite this ease-of-use, organisations that install the software are often not making the most of its potential. This is where, 'Performance Marketing with Google Analytics' comes in.

The book covers the following areas:

- An overview of the digital landscape
- How to use data to drive marketing improvements
- The importance of Goals and Strategy
- How Google Analytics works and how to install it
- The various ways in which you can use Google Analytics to conduct analysis
- Using the software to improve your website
- Applying Google Analytics to Search Engine Marketing (SEM), Search Enging Optimisation, Display Advertising, Social Media Marketing, Email Marketing and even offline marketing

There's also a brief but useful section at the end of other resources you can turn to.

Throughout the book, the authors provides 'real world' examples of how Google Analytics can be used. They talk you through different scenarios and how others are making the most out of the software.

I also like the fact that the authors (there are 3) introduce wider topics such as 'Website Optimisation'. This draws your attention to the fact that Analytics cannot be seen in isolation and should be part of a wider effort to improve your online presence.

The only warning I would make is that, at times, the book can be a little bit technical. It's not a proper, in-depth techie manual but it could lose people new to the field.
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1 of 2 people found the following review helpful By Robert C. Prior on 4 July 2010
Format: Paperback
Informative and extremely useful - this book sets a new standard for those keen to make a difference to their online success rate and who have Google Analytics installed on their web site.
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1 of 3 people found the following review helpful By Mr. Nicholas Garner on 23 July 2010
Format: Paperback Verified Purchase
It's best to use this book as a framework for the much deeper online documentation.

It will give you enough overview to build various hypotheses that will allow you to then dig around for the specific answers you want later on.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 8 reviews
8 of 9 people found the following review helpful
3 Reasons to Buy This Book 16 Sept. 2010
By B. Regan - Published on Amazon.com
Format: Paperback
#1: This book is extremely helpful if you're a hardcore data analyst who needs more business acumen, or a true marketer who needs a better handle on the technical aspects of web analytics.
#2: The section on using web analytics to measure, optimize, and hold accountable your SEO is very strong.
#3: The sections on tracking and optimizing offline marketing (print, billboard, tv, radio, etc.) are a much needed reminder that marketers need to be tracking everything, online or otherwise. And, that Google Analytics can be that "central marketing dashboard" type of tool if set up correctly.
7 of 8 people found the following review helpful
A comprehensive, actionable guide to the analytics world 3 Aug. 2010
By WinkleyDinkley - Published on Amazon.com
Format: Paperback
I found this book to be a great read. The authors make much of the difficult analytics jargon easily digestible, and provide a clear plan to grow your online business. Unlike some of the other titles out there, this book limits the fluff.

In particular, the case studies used were largely relevant to me, and gave a clear sense of how analytics can truly change the game. Bread and butter areas like Adwords and Adsense subject matter carefully drilled down into succinct lessons that anybody can implement. I also appreciated the content on Google trends, a powerful and free tool that seems under-utilized.

The tradeoff with this book's comprehensiveness was ultimately that some of the content wasn't directly relevant to my clothing business, but the authors established a cogent organization to navigate the subject matter.

All in all, this book became my bible on analytics, and I expect to continue to reference it as I optimize my site and ultimately conversions.
4 of 5 people found the following review helpful
Well ordered and instructive to the Google Analytics user ... and beyond 17 May 2011
By Tim Dire - Published on Amazon.com
Format: Paperback
Given the singular focus on Google Analytics, the authors have structured a superior book to either of those from Avinash Kaushik (`Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity', and `Web Analytics: An Hour a Day'). I would recommend this book, both for the Google Analytics user as well as for those using other tools. I anticipate this proving a valuable reference as I experiment more. There remains room to further develop the analysis of offline marketing and sales when in unison with online endeavors.
2 of 3 people found the following review helpful
Comprehensive, clear, and motivating 21 Oct. 2010
By Kathryn Courtney - Published on Amazon.com
Format: Paperback Verified Purchase
I worked with one of the authors years ago though I bought this book without realizing there was a connection. His enthusiasm and mind-bending expertise at the time really opened my eyes to what was possible with analytics and this book extends that perfectly. I am so happy to have found it! It is a terrific resource that balances the complexity and common sense of analytics in a really usable way. They've covered the most current and relevant topics, like measuring social media (the holy grail!) and getting the most from AdWords, in ways that made me feel like I could make it work for myself and for my clients. I am grateful for this excellent resource and couldn't recommend it with more confidence.
1 of 2 people found the following review helpful
Performance Marketing with Google Analytics 22 Feb. 2011
By jsuderman - Published on Amazon.com
Format: Paperback Verified Purchase
As a non Google Analytics person, it was very helpful preparing a marketing plan for our orgfanization. It is a good step by step approach using Google Analytics and if you do not have some of the needed skills, it helps determine what skill sets a consultatant should have in writing specifications and implementation.
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