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Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Paperback – 27 Oct 2009


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Product details

  • Paperback: 475 pages
  • Publisher: John Wiley & Sons; Pap/Cdr edition (27 Oct 2009)
  • Language: English
  • ISBN-10: 0470529393
  • ISBN-13: 978-0470529393
  • Product Dimensions: 18.8 x 2.8 x 23.4 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Bestsellers Rank: 103,844 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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From the Back Cover

“Analytics is vitally important, and no one explains it more elegantly, more simply, or more powerfully than Avinash Kaushik. Consider buying up all the copies of this book before your competition gets a copy.” — Seth Godin , author, Tribes “Lots of companies have spent lots of time and money collecting data—and sadly do little with it. In Web Analytics 2.0 , Avinash Kaushik helps us grasp the importance of this underused resource and shows us how to make the most of online data and experimentation.” — Dan Ariely , Professor of Behavioral Economics, Duke University, and author of Predictably Irrational “Kaushik takes the witchcraft out of analytics. If venture capitalists read this book, they would fire half of the CEOs that they′ve funded.” — Guy Kawasaki , Co–founder of Alltop & Garage Technology Ventures “When people ask, ‘who is the smartest guy in the room when it comes to online marketing?’ only one name comes to mind: Avinash Kaushik. His new book Web Analytics 2.0 should be on every marketer’s desk. It’s powerful, awesome and actionable.” — Mitch Joel , President of Twist Image & author of Six Pixels of Separation Shift to Data–Driven Decision Making and Leverage the Complete Power of All Web Data The Web, online marketing, and advertising have been revolutionized in the last few years, yet the approach to using data has remained largely the same as a decade ago. Web analytics thought leader Avinash Kaushik presents the next–generation framework of web analytics in this exciting book that will dramatically enhance the ability of your organization to think smart and move fast. In this book, Avinash lays out specific strategies and execution models to evolve from simply leveraging clickstream tools to incorporating the insightful elixir of qualitative data, experimentation and testing, and competitive intelligence tools. While expanding upon the industry–shaping lessons from his bestselling book Web Analytics: An Hour a Day, Avinash explains how to measure, analyze, and act upon today′s quickly evolving web technologies and trends—including social media, video, mobile, and online user–centric design options. As he updates traditional approaches, Avinash debunks myths, identifies traps, and reveals specific, simple and advanced methodologies to transform your thinking, making this book the ultimate guide for all web professionals. Discover the solutions for the hardest challenges, including multichannel analytics and multitouch campaign attribution analysis Quantify the holistic economic value of your website and measure macro and micro conversions for ecommerce, non–ecommerce, and B2B websites Profit from analytical methodologies that attack the holy trinity of search: internal site search, pay–per–click marketing, and search engine optimization Pinpoint the most relevant Key Performance Indicators for your organization and create actionable dashboards that drive change Master crucial emerging analytics fields including Twitter®, YouTube®, blogs, mobile, and rich–media analytics Leverage experimentation and testing to create truly customer–centric websites and innovate by failing faster Create data–driven bosses and organizations, and cultivate the skills and background you need for a successful analytics career Continue learning with four hours of video, an hour of audio, and valuable presentations, templates, and models on the CD

About the Author

Avinash Kaushik is the author of the leading research & analytics blog Occam’s Razor. He is also the Analytics Evangelist for Google and the Chief Education Officer at Market Motive, Inc. He is a bestselling author and a frequent speaker at key industry conferences around the globe and at leading American universities. He was the recipient of the 2009 Statistical Advocate of the Year award from the American Statistical Association. Avinash donates all proceeds from his books to two charities, The Smile Train and the Ekel Vidyalaya Foundation.

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4 of 4 people found the following review helpful By Amazon Customer on 1 Feb 2010
Format: Paperback
I'm going to do my best to not use too much hyperbole in this mini-review so forgive me if I do.

Simply put, this mighty tome is an inspiration for anyone who seeks to break into web analytics or anyone seeking to extend their knowledge and become an 'Analytics Ninja'.

Engaging writing, amusing, always informative, accurate, concise and fair are all phrases I would use to describe the book. 'Fair enough' you think but what makes it merit a full 5 stars? One might expect a Web Analytics manual from Avinash to be Google-centric given his well known affiliation to 'The Big G', however, a refreshingly pleasant surprise is the breadth of tools and skills that he writes about that go beyond the Google suite of analytics products.

Sure, GA etc. get a fair look in a rightly so based on their merits but there are *many* alternatives out there and all tools should be considered for the job in hand based on their merits and applicability. The thinking behind the inclusion of a wide range of tools and technologies is a fundamental lesson in itself in web analytics.

So, who should read this book? Anyone who is or wants to be 'smart' in web analytics. Being smart is the difference between adding value and 'puking reports'.

Where is the book weak? Not many places, for sure! A little light on the stats but one could write a whole volume on that subject itself and lo and behold, many have so use alternative texts as companions to this one. The book is not intended to be a technical 'how to get the data' manual but there are many techniques that are worth a mention to supplement thinking and provide inspiration. There is a minor typo on page 99 but we'll quickly wash over that minor gripe ;-)

Why should anyone re-read it?
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2 of 2 people found the following review helpful By Robert C. Prior on 13 Nov 2009
Format: Paperback
As an analytics consultant and big fan of Avinash, his blog and twitter postings his second book doesn't disappoint. In the first couple of days I am well over half way through this insightful look at web analytics and vistually every chapter so far is crammed with nuggets of useful information that I can put into action immediately both for myself and clients.
For anyone responsible for web analytics or reporting on anything to do with their organisations online presence this book is a must! This is now the book I will give to all trainees on my analytics training courses for clients around the UK.
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1 of 1 people found the following review helpful By K. Wright on 4 Mar 2014
Format: Paperback Verified Purchase
I ended putting down the novel I was reading at the same time as this book: I was enjoying Web Analytics so much, I couldn't be bothered with anything else, and it was a good novel. I came back to it later.

Full of practical, actionable insights that will instantly make a difference to any digital project.
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1 of 1 people found the following review helpful By Mosaic Publicity on 27 Oct 2014
Format: Paperback Verified Purchase
Avinash Kaushik is hugely knowledgeable with a great writing style. However, this book is nearly 5 years old and is very out of date. A number of brands are referenced that no longer exist. Time for an update please, Avinash.
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4 of 5 people found the following review helpful By Calculus on 17 Nov 2009
Format: Paperback
Put it this way. If you're interested in web analytics and want to make any site perform better then you're a mug if you don't buy this book AND his previous one - Web Analytics an hour a day.

Read the 'hour a day' book first' then this new one and belive me you'll be so far ahead of the majority of the competition it'll be a crime.

Having said all of this - you've got to put the work AND thought in. Avinish gives you the training, ideas and strategies but he can't force you to work.
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6 of 8 people found the following review helpful By David Hughes on 14 Nov 2009
Format: Paperback
Avinash Kaushik has been de-mistifying the world of web analytics for years through his excellent blog Occam's Razor. He took us deeper into the murky world of Java-script tagging and standard reports with his comprehensive "Web Analytics: An Hour a Day" in 2007. Now he has written a book that all digital marketers should buy, read and leave on their desk to refer back to on a regular basis.

Web Analytics 2.0 shows us how to move from shovelling buckets of meaningless "clickstream" data around our organisations and develop a love for true insight. In short he encourages us to move towards adding qualitative data to our limitless supply of quantitative data in order to really understand what people are doing on our sites. We must learn to use our hearts as well as our minds.

Lets take a simple example - that old favourite of "Engagement". Marketers run so many analytics reports to get a fix on engagement that the lights in most offices regularly dim. And the bad news according to Avinash is that you will NEVER be able to measure how much people are enjoying themselves on your site just with the click-stream data. For instance, to paraphrase Avinash, 2 people visit your site and spend 10 minutes looking at 12 pages. Both happy right? One loved your site, but the other was frantically trying to find some content and gave up after 10 fruitless minutes - you will never ever ever know this just from your data. We'll need to augment our click-stream view with some kind of attitudinal research and Avinash guides us through what tools to use and how to get the best of them...in this case an on-site survey with simple questions such as "did you achieve what you set out to do on our site today?" will take the guesswork out of our analytics.
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