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Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI Paperback – May 10, 2010

ISBN-13: 978-0470578315 ISBN-10: 0470578319 Edition: 1st

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Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI + Advanced Web Metrics with Google Analytics + Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity
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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: 4.7 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #391,512 in Books (See Top 100 in Books)

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.

Customer Reviews

4.7 out of 5 stars
5 star
78%
4 star
11%
3 star
11%
2 star
0%
1 star
0%
See all 9 customer reviews
It's a must-read book for search engine markting professionals.
.
And, that Google Analytics can be that "central marketing dashboard" type of tool if set up correctly.
B. Regan
Unlike some of the other titles out there, this book limits the fluff.
WinkleyDinkley

Most Helpful Customer Reviews

7 of 8 people found the following review helpful By B. Regan on September 15, 2010
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.
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6 of 7 people found the following review helpful By WinkleyDinkley on August 3, 2010
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.
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3 of 4 people found the following review helpful By Tim Dire on May 17, 2011
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.
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Format: Paperback
This book provides valuable tips on the implmentation of Google Analytics and its application on various web platforms. Interesting topics include: measuring and optimizing display advertising, analzing and optimizing SEM campaigns, SEO and Google Analytics. It's a must-read book for search engine markting professionals. For further online skills in online marketing, such as PPC, Cognitive Search Marketing & Paid Search: Theory, Experiment, Practice and Tactics: A PPC Paradigm Powered by Persuasion and Cognition is a perfect read to polish your online marketing skills on paid search. This book provides new perspectives on applying communication theory on today's online marketing campaign and paid search. The book offers online business solutions, from demand generation all the way down to conversion. Based on various communications theories, it demonstrates abundant persuasive ad copy writing tips along with examples that you can refer to immediately. It also shows its readers how to write effective PPC ads by applying cognitive science and which has never been addressed on the books I have ever read. It covers a deep ground in landing page optimization based on UX and bidding management with strategic planning and highly valuable tactics. This book also demonstrates a complete walk-through in a PPC campaign with case study, from keyword generation, persuasive ad copy writing, bidding management, down to conversion tracking. One of the best part of this book is its demonstration on MRI placement targeting and it just blew my mind.Read more ›
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2 of 3 people found the following review helpful By Kathryn Courtney on October 21, 2010
Format: Paperback Verified Purchase
I worked with one of the authors years ago though I bought this book without realizing there was a connection. His enthusiasm and mind-bending expertise at the time really opened my eyes to what was possible with analytics and this book extends that perfectly. I am so happy to have found it! It is a terrific resource that balances the complexity and common sense of analytics in a really usable way. They've covered the most current and relevant topics, like measuring social media (the holy grail!) and getting the most from AdWords, in ways that made me feel like I could make it work for myself and for my clients. I am grateful for this excellent resource and couldn't recommend it with more confidence.
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