4 of 6 people found the following review helpful
Fantastic book for academia and professionals,
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This review is from: Advanced Web Metrics with Google Analytics (Paperback)
The history of Web Analytics is very recent! We saw the arrival of the World Wide Web in 1990. Silently an industry grew in the shadows, an industry designed to monitor the performance of these web sites. This started in a basic way, using simple web page counters in 1990, then moved to logfile analysis in 1995. That industry grew and has become known as Web Analytics and Google Analytics revitalised the whole thing. In teaching Digital Marketing and specialising in Marketing Research I am always at a loss for up to date teaching materials. Textbooks are outdated as quickly as they are published. Web metrics is a moving feast and the task is made harder in this specialist area.
However it must be said that Google Analytics has transformed the sector. That being the case then a GA text is essential and this fits the bill perfectly. The quality seal is the publisher who has the confidence to publish an updated version. So yes, onto the RECOMMENDED READING list for Universities and professional qualifications.