- Paperback: 408 pages
- Publisher: John Wiley & Sons; Original edition (8 May 2009)
- Language English
- ISBN-10: 0470424249
- ISBN-13: 978-0470424247
- Product Dimensions: 23.1 x 19 x 2.3 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (4 customer reviews)
- Amazon Bestsellers Rank: 915,834 in Books (See Top 100 in Books)
- See Complete Table of Contents
Yahoo! Web Analytics
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More About the Author
Product Description
Product Description
Yahoo! Web Analytics teaches readers how to collect data, report on that data, and derive useful insights using Yahoo!’s free Web analytics tool . This detailed resource from Yahoo!’s Director of Data Insights discusses the why of Web analytics as well as the how while revealing secrets and tricks not documented elsewhere. The thorough book also offers step–by–step instructions and advanced techniques on everything from using data collection groupings to creating compelling data visualizations. It’s a must–read for all analytics professionals and those who want to be.
From the Back Cover
Turn Data into Insight and Action with Yahoo! Web Analytics
Turn website data into powerful insights and profitable actions with the new Yahoo! Web Analytics tool and this unique, in–depth book. Yahoo! insider and Internet analytics expert Dennis R. Mortensen provides detailed tips and techniques for successfully using Yahoo! Web Analytics to gain the competitive advantages you seek.
Learn the “why” as well as the “how” of web analytics and discover Yahoo! Web secrets and tricks not found anywhere else. Inside, you’ll also find:
—Bryan Eisenberg, New York Times bestselling author of Call to Action and Always Be Testing and cofounder of FutureNow, Inc.
“Dennis provides the details about the impact Yahoo! Web Analytics can have on your business, with a laser–like focus on moving from data to true business insight and action.”
—Jason Burby, Chief Analytics & Optimization Officer, ZAAZ
“If you want to actually derive value from these tools rather than just look at the pretty reports, Dennis lays it all out. This is a book you can count on.”
—Jim Sterne, Founder, eMetrics Marketing Optimization Summit
“This is a detailed and practical guide to using Yahoo! Web Analytics to turbo–charge your business performance. Get this book before your competitors do!”
—Tim Ash, CEO of SiteTuners.com and author of Landing Page Optimization
Turn website data into powerful insights and profitable actions with the new Yahoo! Web Analytics tool and this unique, in–depth book. Yahoo! insider and Internet analytics expert Dennis R. Mortensen provides detailed tips and techniques for successfully using Yahoo! Web Analytics to gain the competitive advantages you seek.
Learn the “why” as well as the “how” of web analytics and discover Yahoo! Web secrets and tricks not found anywhere else. Inside, you’ll also find:
- Detailed data collection advice, including how to use data collection groupings and track almost everything, from simple page views to custom–created fields
- How to best implement campaign tracking, including paid search setup, multiple campaign categories, and merchandising tracking and reporting
- In–depth explanations of advanced filtering capabilities, including powerful ways to customize reports
- Powerful data visualization tools and optimal dashboard configurations, which are illustrated in the 16–page color insert
- Exclusive and expert–level optimization techniques for everything from pay–per–click campaigns to Flash– and Ajax–based objects
- Time–saving tips, hands–on exercises, and fascinating examples using real client experiences
—Bryan Eisenberg, New York Times bestselling author of Call to Action and Always Be Testing and cofounder of FutureNow, Inc.
“Dennis provides the details about the impact Yahoo! Web Analytics can have on your business, with a laser–like focus on moving from data to true business insight and action.”
—Jason Burby, Chief Analytics & Optimization Officer, ZAAZ
“If you want to actually derive value from these tools rather than just look at the pretty reports, Dennis lays it all out. This is a book you can count on.”
—Jim Sterne, Founder, eMetrics Marketing Optimization Summit
“This is a detailed and practical guide to using Yahoo! Web Analytics to turbo–charge your business performance. Get this book before your competitors do!”
—Tim Ash, CEO of SiteTuners.com and author of Landing Page Optimization
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Customer Reviews
Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Paperback
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.
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.
3 of 3 people found the following review helpful
Format:Paperback
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!
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!
Format:Paperback
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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