Top critical review
13 people found this helpful
Way, way overhyped
on 19 September 2009
Over the last year I have read about 20 books on web marketing, this one rates in the Fairly Poor category. I truly, truly don't understand where all these 5 star reviews are coming from.
The book is essentially two separate sections. One section contains a reasonable low level introduction quite suitable for beginners. The other section is a deep brain dump on the subject of analytics, suitable only for full time specialists, especially those in companies with dedicated analytics departments. Now, I'm not sure that being a full time analytics specialist is a healthy pursuit for anyone. Without a more rounded business immersion it seems easy to lose all perspective on the relative importance of this subject amongst all the other aspects of any business; and this author seems to me to be a case in point. Moreover, I don't know how many companies out there even have whole departments dedicated to analytics. I work for a 1.2 billion dollar corporation and we don't have even one full timer.
But my biggest objection is this: the advanced, theoretical brain dump section comes *Before!* the beginners section. So all the basic explanations and definitions you would need to begin comprehending the advanced section don't come until after you've read it. Please! Can't we afford editors any more?
I felt compelled to write this review because there seems to be so much hype about this book that it's verging on the dishonest in my opinion.