4 of 4 people found the following review helpful
Covers extensive ground; very comprehensive,
This review is from: Yahoo! Web Analytics: Tracking, Reporting, and Analyzing for Data-driven Insights (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.
(4 customer reviews)