Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI [Paperback]

Sebastian Tonkin (Author), Caleb Whitmore (Author), Justin Cutroni (Author)

Book Description

Publication Date: May 10, 2010 | ISBN-10: 0470578319 | ISBN-13: 978-0470578315 | Edition: 1

An unparalleled author trio shares valuable advice for using Google Analytics to achieve your business goals

Google Analytics is a free tool used by millions of Web site owners across the globe to track how visitors interact with their Web sites, where they arrive from, and which visitors drive the most revenue and sales leads. This book offers clear explanations of practical applications drawn from the real world.

The author trio of Google Analytics veterans starts with a broad explanation of performance marketing and gets progressively more specific, closing with step-by-step analysis and applications.

• Features in-depth examples and case studies on how to increase revenue from search advertising, optimize an existing website, prioritize channels and campaigns, access brand health and more
• Discusses how to communicate with a webmaster or developer to assist with installation
• Addresses Google's conversion-oriented tools, including AdWords and AdSense, Google trends, Webmaster tools, search-based keyword tools, and more
• Touches on brand tracking studies, usability research, competitive analysis, and statistical tools

Throughout the book, the main emphasis is demonstrating how you can best use Google Analytics to achieve your business objectives.

Foreword by Avinash Kaushik

Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Editorial Reviews

From the Back Cover

Hit your target market every time

How do visitors get to your Web site? What do they do when they get there? How many do business with your company? How can you turn more visitors into customers?

Google Analytics can tell you. You don't have to be a Web guru; just follow the practical advice of these experts. Their case studies and step-by-step guidance demonstrate how to improve your marketing strategy with Google Analytics. They'll even tell you where to find help when you need it.

• Maximize your online marketing
• Define a successful, ROI-focused online strategy
• Leverage the tools, vendors, and team structure that work best for your business
• Install and configure Google Analytics, or learn to tell your Webmaster what you need
• Understand analysis concepts, features, and reports
• Analyze what Google AdWords, Yahoo! Search Marketing, and Bing can offer
• Learn to successfully engage users through blogs, social media, and e-mail
• Learn which metrics matter and how to measure the success of SEO, display ads, and other tools

Save 50% on the Google Analytics Individual Qualification Test (GA IQ). Details inside

About the Author

Sebastian Tonkin is an entrepreneur and former member of the Google Analytics Marketing Team.

Caleb Whitmore is a veteran Google Analytics Authorized Consultant and Founder of Analytics Pros, a company dedicated to empowering and supporting Google Analytics users.

Justin Cutroni is author of the popular blog Analytics Talk, a Google Analytics Seminars leader and a consultant who helps companies understand how they can get greatest value from Google Analytics.

Product Details

• Paperback: 456 pages
• Publisher: Wiley; 1 edition (May 10, 2010)
• Language: English
• ISBN-10: 0470578319
• ISBN-13: 978-0470578315
• Product Dimensions: 7.4 x 1 x 9.2 inches
• Shipping Weight: 2 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #299,861 in Books (See Top 100 in Books)
  • #99 in Books > Computers & Technology > Internet & Web Culture > E-Commerce

Most Helpful Customer Reviews

6 of 6 people found the following review helpful

5.0 out of 5 stars 3 Reasons to Buy This Book September 15, 2010

By B. Regan

Format:Paperback

#1: This book is extremely helpful if you're a hardcore data analyst who needs more business acumen, or a true marketer who needs a better handle on the technical aspects of web analytics.
#2: The section on using web analytics to measure, optimize, and hold accountable your SEO is very strong.
#3: The sections on tracking and optimizing offline marketing (print, billboard, tv, radio, etc.) are a much needed reminder that marketers need to be tracking everything, online or otherwise. And, that Google Analytics can be that "central marketing dashboard" type of tool if set up correctly.

4 of 4 people found the following review helpful

5.0 out of 5 stars A comprehensive, actionable guide to the analytics world August 3, 2010

By WinkleyDinkley

Format:Paperback

I found this book to be a great read. The authors make much of the difficult analytics jargon easily digestible, and provide a clear plan to grow your online business. Unlike some of the other titles out there, this book limits the fluff.

In particular, the case studies used were largely relevant to me, and gave a clear sense of how analytics can truly change the game. Bread and butter areas like Adwords and Adsense subject matter carefully drilled down into succinct lessons that anybody can implement. I also appreciated the content on Google trends, a powerful and free tool that seems under-utilized.

The tradeoff with this book's comprehensiveness was ultimately that some of the content wasn't directly relevant to my clothing business, but the authors established a cogent organization to navigate the subject matter.

All in all, this book became my bible on analytics, and I expect to continue to reference it as I optimize my site and ultimately conversions.

2 of 2 people found the following review helpful

4.0 out of 5 stars Well ordered and instructive to the Google Analytics user ... and beyond May 17, 2011

By Tim Dire

Format:Paperback

Given the singular focus on Google Analytics, the authors have structured a superior book to either of those from Avinash Kaushik (`Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity', and `Web Analytics: An Hour a Day'). I would recommend this book, both for the Google Analytics user as well as for those using other tools. I anticipate this proving a valuable reference as I experiment more. There remains room to further develop the analysis of offline marketing and sales when in unison with online endeavors.