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Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity Paperback – 27 Oct 2009
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From the Back Cover
Analytics is vitally important, and no one explains it more elegantly, more simply, or more powerfully than Avinash Kaushik. Consider buying up all the copies of this book before your competition gets a copy.
Seth Godin, author, Tribes
Lots of companies have spent lots of time and money collecting data and sadly do little with it. In Web Analytics 2.0, Avinash Kaushik helps us grasp the importance of this underused resource and shows us how to make the most of online data and experimentation.
Dan Ariely, Professor of Behavioral Economics, Duke University, and author of Predictably Irrational
Kaushik takes the witchcraft out of analytics. If venture capitalists read this book, they would fire half of the CEOs that they′ve funded.
Guy Kawasaki, Co–founder of Alltop & Garage Technology Ventures
When people ask, who is the smartest guy in the room when it comes to online marketing? only one name comes to mind: Avinash Kaushik. His new book Web Analytics 2.0 should be on every marketer s desk. It s powerful, awesome and actionable.
Mitch Joel, President of Twist Image & author of Six Pixels of Separation
Shift to Data–Driven Decision Making and Leverage the Complete Power of All Web Data
The Web, online marketing, and advertising have been revolutionized in the last few years, yet the approach to using data has remained largely the same as a decade ago. Web analytics thought leader Avinash Kaushik presents the next–generation framework of web analytics in this exciting book that will dramatically enhance the ability of your organization to think smart and move fast.
In this book, Avinash lays out specific strategies and execution models to evolve from simply leveraging clickstream tools to incorporating the insightful elixir of qualitative data, experimentation and testing, and competitive intelligence tools.
While expanding upon the industry–shaping lessons from his bestselling book Web Analytics: An Hour a Day, Avinash explains how to measure, analyze, and act upon today′s quickly evolving web technologies and trends including social media, video, mobile, and online user–centric design options. As he updates traditional approaches, Avinash debunks myths, identifies traps, and reveals specific, simple and advanced methodologies to transform your thinking, making this book the ultimate guide for all web professionals.
- Discover the solutions for the hardest challenges, including multichannel analytics and multitouch campaign attribution analysis
- Quantify the holistic economic value of your website and measure macro and micro conversions for ecommerce, non–ecommerce, and B2B websites
- Profit from analytical methodologies that attack the holy trinity of search: internal site search, pay–per–click marketing, and search engine optimization
- Pinpoint the most relevant Key Performance Indicators for your organization and create actionable dashboards that drive change
- Master crucial emerging analytics fields including Twitter®, YouTube®, blogs, mobile, and rich–media analytics
- Leverage experimentation and testing to create truly customer–centric websites and innovate by failing faster
- Create data–driven bosses and organizations, and cultivate the skills and background you need for a successful analytics career
- Continue learning with four hours of video, an hour of audio, and valuable presentations, templates, and models on the CD
About the Author
Avinash Kaushik is the author of the leading research & analytics blog Occam s Razor. He is also the Analytics Evangelist for Google and the Chief Education Officer at Market Motive, Inc. He is a bestselling author and a frequent speaker at key industry conferences around the globe and at leading American universities. He was the recipient of the 2009 Statistical Advocate of the Year award from the American Statistical Association. Avinash donates all proceeds from his books to two charities, The Smile Train and the Ekel Vidyalaya Foundation.
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Top customer reviews
In order to succeed you'll have to invest much more time and effort beyond this book.
In this issue I think some quite basic things were missing - using the utms and the troubles that could arise if you as a newbie decide for some reason to use them on your own site (a fact that Avinash himslef was not aware till a Q&A youtube video in which one of his colleagues/partners had to explain the specificity)
No chapter on the issues of how Google Analytics tracks things - how it attributes conversions (because they really love to attribute stuff to 'last click' and google search (paid or organic) Make sense (for them) :)
The attribution modelling which can shed some light beyond the last click has its big disadvantages and you''ll definitely need additional tools in order to get you job done right.
There are some bugs and little obstacles that you always have when you install and fine tune GA (putting all the other tags that you'll need at the right places and dealing with the ones that are not asynchronous,etc.) and I would have appreciated a chapter on this also.
Overall, Avinash is a great guy and the book is OK, but I would have appreciated if he had spend more time pointing out some of the more important disadvantages that GA has or the things it can't do.
Simply put, this mighty tome is an inspiration for anyone who seeks to break into web analytics or anyone seeking to extend their knowledge and become an 'Analytics Ninja'.
Engaging writing, amusing, always informative, accurate, concise and fair are all phrases I would use to describe the book. 'Fair enough' you think but what makes it merit a full 5 stars? One might expect a Web Analytics manual from Avinash to be Google-centric given his well known affiliation to 'The Big G', however, a refreshingly pleasant surprise is the breadth of tools and skills that he writes about that go beyond the Google suite of analytics products.
Sure, GA etc. get a fair look in a rightly so based on their merits but there are *many* alternatives out there and all tools should be considered for the job in hand based on their merits and applicability. The thinking behind the inclusion of a wide range of tools and technologies is a fundamental lesson in itself in web analytics.
So, who should read this book? Anyone who is or wants to be 'smart' in web analytics. Being smart is the difference between adding value and 'puking reports'.
Where is the book weak? Not many places, for sure! A little light on the stats but one could write a whole volume on that subject itself and lo and behold, many have so use alternative texts as companions to this one. The book is not intended to be a technical 'how to get the data' manual but there are many techniques that are worth a mention to supplement thinking and provide inspiration. There is a minor typo on page 99 but we'll quickly wash over that minor gripe ;-)
Why should anyone re-read it? There is a lot of ground covered! Too much to take in properly in one go but a couple of reads will hammer the key messages home. bear in mind that web analytics is becoming a very fast moving arms race and a few points about GA mentioned in the book have already moved on. Where Avinash might ask 'what if?' questions, it may well be the case that answers are now available and a whole new avenue of rich insightful analysis is now possible.
So, read, re-read and look forward to 3.0!
For anyone responsible for web analytics or reporting on anything to do with their organisations online presence this book is a must! This is now the book I will give to all trainees on my analytics training courses for clients around the UK.
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