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Note: CD–ROM/DVD and other supplementary materials are not included as part of eBook file.
From the Back Cover
—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
- Save $25 on AdWords with the book’s included Google AdWords gift card
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful:
5.0 out of 5 stars
I have read and I will read it again - you should too!,
By
This review is from: Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity (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? There is a lot of ground covered! Too much to take in properly in one go but a couple of reads will hammer the key messages home. bear in mind that web analytics is becoming a very fast moving arms race and a few points about GA mentioned in the book have already moved on. Where Avinash might ask 'what if?' questions, it may well be the case that answers are now available and a whole new avenue of rich insightful analysis is now possible. So, read, re-read and look forward to 3.0!
2 of 2 people found the following review helpful:
5.0 out of 5 stars
Simple fantastic,
By
This review is from: Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity (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.
3 of 4 people found the following review helpful:
5.0 out of 5 stars
Anything this guy writes is worth reading (and buying),
By Calculus (Cambridge, UK) - See all my reviews
This review is from: Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity (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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