I've read the 'classics' by Sterne and Inan, as well as some other good and bad books on web analytics, and this one is among the best.What I especially like is the way each approach to analytics is thoroughly examined, and the strengths and weaknesses objectively discussed. Some books are dogmatic in their approach, locking the reader into the author's view of analytics.This one differs by giving readers enough information with examples, clearly articulated factors, and other identified best practices to accept compromise solutions based on budget, level of in-house expertise and other considerations.
Another aspect of this book is the way the author cuts through ambiguous terminology that is rampant in the web analytics discipline, which does demystify.The comprehensive discussion of tools, classified by type, is another area where this book shines. There is too much vendor hype that promotes fear, confusion and doubt, and this book cuts through the hype and uncovers what is and is not important, as well as sets realistic expectations.
Using the same comprehensive approach as in other parts of this book, the author covers metrics in great detail. This is, afterall, the essence of web analytics, and the thoroughness and scope of metrics make this book an invaluable resource.
If you need to learn web analytics, select tools to support it, or are a practicing web analytics analyst this book is one which should be on your desk - and given to other team members and stakeholders.It raises the bar in books on the subject and is destined to become a classic.
Product Description
Web Analytics Demystified: A Marketers Guide to Understanding How Your Web Site Affects Your Business is about the field of Web traffic data and how it can be leveraged to improve one's Web site.
It is a book about making data actionable, about turning information into insight...
Focusing on the data, the tools, and the metrics that are common to nearly every analytics package available today, regardless of price, performance or popularity, Web Analytics Demystified will help you understand which reports you need to be looking at to run your online business successfully.With a focus on key performance indicators (KPIs), broken down by those best suited for each major business model, this book is truly about making your analytics program work for you!
Written by someone who has worked in the field for years, Web Analytics Demystified is as complete a guide to the field of Web Analytics (traffic analysis, log file analysis) as exists today.The author stands on the shoulders of giants like Jim Sterne, Bryan Eisenberg, Jim Novo and Hurol Inan, expanding on each gentleman's ideas on the subject.
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