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Yahoo! Web Analytics: Tracking, Reporting, and Analyzing for Data-driven Insights (Paperback)

by Dennis R. Mortensen (Author)

5.0 out of 5 stars See all reviews (4 customer reviews)

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Product details

Paperback: 408 pages
Publisher: John Wiley & Sons (20 May 2009)
Language English
ISBN-10: 0470424249
ISBN-13: 978-0470424247
Product Dimensions: 22.9 x 18.8 x 2.8 cm

Average Customer Review: 5.0 out of 5 stars See all reviews (4 customer reviews)

Amazon.co.uk Sales Rank: 262,033 in Books (See Bestsellers in Books)

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Product Description

Companies spent $4.8 billion on Web analytics tools and services in 2007. This book is the only one to show readers how to use Yahoo!’s free Web analytics tool. Offering step–by–step instructions and advanced techniques on how to customize tracking codes, evaluate enterprise and pay–per–click campaigns, track custom fields and internal search, and effectively use data visualization tools, this resource discusses the why of Web analytics as well as the how and reveals secrets and tricks not documented elsewhere. Topics include reporting results, using dashboards, paid search analysis and optimization, content analysis and optimization, and much more.

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Customer Reviews

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3 of 3 people found the following review helpful:

5.0 out of 5 stars Covers extensive ground; very comprehensive, 16 Jun 2009

By	Carl Rowlands - See all my reviews

Dennis Mortensen has written what could become to be regarded as the definitive hands-on guidebook to entry-level analytics and beyond. Y!WA is a seasoned tool with massive flexibility, and it's fair to say, that the learning process which is assidiously described here for users of Y!WA would contribute to understanding just about every analytics package out there.

Of course, the most important usage of any web analytics package has to be seen as the creation of insights, and the adding of value to the property, whether from a straightforward merchandising perspective, or from a communications standpoint. The end-goal - insights and ideas for tuning content - forms the basis of Dennis' approach throughout. The final chapters of the book, especially concentrating on processing data and applying mathematical models, are particularly relevant to those involved in advanced web analysis - an exciting and evolving discipline, depicted with enthusiasm and clarity in this book.

It's this enthusiasm that makes the book a great start for anyone seriously looking towards using a powerful web analytics tool to its maximum capability. And these days, disregarding web analysis is not a serious option.

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2 of 2 people found the following review helpful:

5.0 out of 5 stars Not just a handbook, 17 Jun 2009

By	E. Kirrane (Budapest, Hungary) - See all my reviews

Having worked with Yahoo! Web Analytics since its IndexTools days, I would not have thought I could learn as much as I have from this book.
This is not just a "How to use Yahoo! Web Analytics" guidebook, detailing the mechanics of how to set up the tool and count pageviews etc. This book will help you install and run YWA, teach you tips and tricks, and most importantly, help you understand what you're tracking - which is the number one grey area for people using analytics packages.
Personally, being familiar with this tool, I found the later chapters more interesting - data insights, case studies etc. It's not just about an analytics package vomiting out figures, it's about taking those figures, understanding what they mean and using that knowledge to optimise your landing pages and your website generally. For example - optimising the Thank You page after a sale to re-engage with an already engaged visitor. Great stuff!

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5.0 out of 5 stars Dennis Mortensen scores an ace!, 6 Jul 2009

By	Miles Bennett (London, UK) - See all my reviews

Dennis Mortensen is a serious player in the web analytics world. After selling Indextools to Yahoo he writes this book which is essential for anyone trying to implement an enterprise web analytics solution. The insight that this book provides puts this book up on the "must have" shelf for anyone aspiring to be a web analyst. When you bringing out the next one?!!

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Most Recent Customer Reviews

5.0 out of 5 stars Comprehensive and useful guide
This is long awaited for me - the Y!WA has been around for quite awhile (used to be IndexTools) and is, in my opinion, one of the most flexible, lean and mean tools for collecting... Read more

Published 4 months ago by P. Juhl

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