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Web Analytics: An Hour a Day Kindle Edition

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Length: 482 pages Enhanced Typesetting: Enabled

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Product Description

From the Back Cover

Develop a Successful Web Analytics Strategy

A Step–by–Step Guide

Learn web analytics the right way with this unique, thoroughly modern guide to today′s web analytics challenges and opportunities. Written by an in–the–trenches practitioner, this book goes beyond concepts and definitions to challenge prevalent thinking about the field and provide a step–by–step guide to implementing a successful web analytics strategy.

Web analytics expert Avinash Kaushik, in his thought–provoking style, debunks leading myths and leads you on a path to gaining actionable insights from your analytics efforts. Discover how to move beyond clickstream analysis, why qualitative data should be your focus, and more insights and techniques that will help you develop a customer–centric mindset without sacrificing your company′s bottom line.

  • Learn the pros and cons of data collection methodologies

  • Find out how you can stop counting page views and still get a rich understanding of your customers

  • Discover how to identify valuable metrics with the "three layers of so what" test

  • Optimize your organizational structure and choose the right analytics tool

  • Understand and apply advanced analytics concepts, including SEM/PPC analysis, the power of segmentation, conversion–rate best practices, and others

  • Leverage quick–start solutions for blogs and e–commerce, support, and small business websites

  • Learn the key ingredients of a great experimentation and testing platform

  • Use competitive–intelligence analysis to glean insights and drive actions

You′ll also find:

  • Ten steps to turbocharge your web analytics

  • Seven steps for creating a data–driven culture in your organization

  • Six ways to measure the success of a blog

  • Three secrets behind making web analytics actionable

  • Ten signs of a great web analyst

Valuable CD Included

The innovative CD includes more than three hours of insightful audio podcasts, a 45–minute video, PowerPoint presentations that mirror key topics in the book, and other useful analytics resources.

About the Author

Avinash Kaushik is the author of the highly rated web analytics blog Occam′s Razor ( He is an independent consultant and currently the Analytics Evangelist for Google. Prior to that he was the Director of Web Research & Analytics for Intuit, where he was responsible for the business, technical, and strategic elements of the analytics platform that supported more than 70 Intuit websites. Avinash is a frequent speaker at such conferences as Emetrics Summits and Ad–Tech, and he is often quoted in the media as a web metrics expert.
Avinash is donating all proceeds from this book to two charities, The Smile Train and Doctors Without Borders.

Product details

  • Format: Kindle Edition
  • File Size: 9556 KB
  • Print Length: 482 pages
  • Publisher: Sybex; 1 edition (3 April 2009)
  • Language: English
  • ISBN-10: 0470130652
  • ISBN-13: 978-0470130650
  • ASIN: B0026LTMK0
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Enhanced Typesetting: Enabled
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Bestsellers Rank: #477,356 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.8 out of 5 stars
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Most Helpful Customer Reviews

10 of 10 people found the following review helpful By Lucy Spence on 1 Aug. 2007
Format: Paperback
I'm not a web analyst. Nor am I a statistician. However I've just finished reading `Web Analytics: An Hour a Day' and I feel like I could do a pretty good job of the former without being daunted by the latter.

It all comes down to one concept - that of a data driven decision making culture. Or put another way, how to maximise the return on all your hard work. Avinash describes it wonderfully and provides lots of useful advice about how to achieve it.

If that sounds dull, fear not - Avinash does a much better job of making it interesting and exciting.

If you're a web analyst, you shouldn't need this review to convince you to buy the book - read some of Avinash's blog posts and you'll soon work it out for yourself. If you're not an analyst but you're involved in managing a website or sites you'll find it incredibly refreshing and useful (failing that make sure at least one person one your web team has read it).

Personally I can't recommend it highly enough. You don't have to read it cover to cover, and even the most experienced web professionals should find plenty to think about.
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13 of 13 people found the following review helpful By M. Chaplin on 7 Jun. 2007
Format: Paperback
This book really is a must read if you have any interest in making your site work more effectively with immediate actionable web analytics - whether you're a CEO, marketing manager or a web analyst for FOOTSIE 500 companies like myself.

Avinash is an inspiration to me (and a very wide audience I do believe) and a beacon of clarity in his sedulous pursuit of web analytic principles that transform we way we see and act on marketing performance to make it work better. I truly do mean that.
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14 of 15 people found the following review helpful By Mr. T. Leighton-Boyce on 24 Aug. 2007
Format: Paperback Verified Purchase
This is the best hands-on guide to web analytics and the importance of analytics to any on-line marketing project I have yet found.

The book balances both the high-level aspects of web analytics -- the philosophy, if you like -- with a huge amount of specific, practical, how-to information. It may seem like a big book, but I don't see how it could have been any shorter and still delivered so much.

Fortunately, it's an extremely readable book. I like the language and the style of the book. Avinash's enthusiasm for the subject comes singing out of the pages. He makes the subject seem fun and he sustains that over hundreds of pages. That's a remarkable achievement when you consider the length.

I have a shelf full of business or self-improvement books which try to make themselves readable and accessible by interjecting folksy anecdotes full of people with made up names every few pages. It's a very common approach. The result is often repetitious fluff. This book is very different. There is no padding of that kind: the examples given are all very clearly based on personal experience and are there for good reason. They are informative. They are not simply structural devices.

The language itself is also distinctive and entertaining. I believe that Avinash grew up listening to the BBC World Service. Although it's an American book, there are notes in the language which echoe a different world in a way which I find refreshing.

I cannot recommend this book highly enough. One of my colleagues has a copy where most of the pages are thick with highlighter ink. The quality of information is that high. It really is that good. If you can buy only one book on the subject, this is the one to get.
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4 of 4 people found the following review helpful By B. Adams on 25 Sept. 2008
Format: Paperback Verified Purchase
Web analytics isn't about numbers, page views, hits and sessions. It's about discovering what your users want, what they're doing on your website, and how you can help them get to where they want to be. Avinash does a superb job of explaining this in his book, and if you're in any way serious about doing web analytics the right way, you need to get this book.
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1 of 1 people found the following review helpful By Lorenz Lammens on 2 Nov. 2007
Format: Paperback
Web Analytics is a must read because it learns you how to view analytics the right way.

One of the hardest part when first diving into analytics is figuring out how to focus on the right data - the data that tells you what is happening with your site.

One of the first questions Avinash gets you to focus on is: "What's the purpose of your web site?" Your analytics strategy should be very much aligned with the answer to this question.

With this attitude towards the data, we can "infer the intent" of the user - ultimately, inferring is the best you can do with this type of data. Inferences are important, as they will inform strategy. If the strategy is then met with improved performance of the site, your confidence in the data and its interpretation grows. If not, you should re-analyze and re-strategize. Early in the book, Avinash identifies this as your top priority in analytics. In fact, he says, "Is it a bit extreme to dump clickstream in favor of measuring outcomes first? Yes. Necessary? You bet."

The challenge is that the quality of the information available from your traditional web analytics tools is too poor for you to analyze outcome. In order to make sense of the data, we need broader research and analysis, so that we can find relationships between the different types of data, and infer meaning from them.

To achieve this, Avinash enriches the data with Focus group analysis, continuous surveys, multivariate testing, etc.

Avinash also integrates competitive intelligence in his interpretation of the data. Services such as comScore and Hitwise can provide direct information about what your customers are doing.

It is a great book that teaches you all this from the ground up, and goes into amazing detail. I recommend it wholeheartedly.
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