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Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Paperback – October 26, 2009

ISBN-13: 978-0470529393 ISBN-10: 0470529393 Edition: 1st

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Product Details

  • Paperback: 475 pages
  • Publisher: Sybex; 1 edition (October 26, 2009)
  • Language: English
  • ISBN-10: 0470529393
  • ISBN-13: 978-0470529393
  • Product Dimensions: 7.4 x 1.1 x 9.2 inches
  • Shipping Weight: 1.6 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (107 customer reviews)
  • Amazon Best Sellers Rank: #30,749 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

“Analytics is vitally important, and no one explains it moreelegantly, more simply, or more powerfully than Avinash Kaushik.Consider buying up all the copies of this book before yourcompetition gets a copy.”
Seth Godin, author, Tribes

“Lots of companies have spent lots of time and moneycollecting data—and sadly do little with it. In WebAnalytics 2.0, Avinash Kaushik helps us grasp the importance ofthis underused resource and shows us how to make the most of onlinedata and experimentation.”
Dan Ariely, Professor of Behavioral Economics, DukeUniversity, and author of Predictably Irrational

“Kaushik takes the witchcraft out of analytics. If venturecapitalists read this book, they would fire half of the CEOs thatthey've funded.”
Guy Kawasaki, Co-founder of Alltop & GarageTechnology Ventures

“When people ask, ‘who is the smartest guy in theroom when it comes to online marketing?’ only one name comesto mind: Avinash Kaushik. His new book Web Analytics 2.0 should beon every marketer’s desk. It’s powerful, awesome andactionable.”
Mitch Joel, President of Twist Image & author ofSix Pixels of Separation

Shift to Data-Driven Decision Making and Leverage theComplete Power of All Web Data

The Web, online marketing, and advertising have beenrevolutionized in the last few years, yet the approach to usingdata has remained largely the same as a decade ago. Web analyticsthought leader Avinash Kaushik presents the next-generationframework of web analytics in this exciting book that willdramatically enhance the ability of your organization to thinksmart and move fast.

In this book, Avinash lays out specific strategies and executionmodels to evolve from simply leveraging clickstream tools toincorporating the insightful elixir of qualitative data,experimentation and testing, and competitive intelligencetools.

While expanding upon the industry-shaping lessons from hisbestselling book Web Analytics: An Hour a Day, Avinash explains howto measure, analyze, and act upon today's quickly evolving webtechnologies and trends—including social media, video,mobile, and online user-centric design options. As he updatestraditional approaches, Avinash debunks myths, identifies traps,and reveals specific, simple and advanced methodologies totransform your thinking, making this book the ultimate guide forall web professionals.

  • Discover the solutions for the hardest challenges, includingmultichannel analytics and multitouch campaign attributionanalysis
  • Quantify the holistic economic value of your website andmeasure macro and micro conversions for ecommerce, non-ecommerce,and B2B websites
  • Profit from analytical methodologies that attack the holytrinity of search: internal site search, pay-per-click marketing,and search engine optimization
  • Pinpoint the most relevant Key Performance Indicators for yourorganization and create actionable dashboards that drivechange
  • Master crucial emerging analytics fields includingTwitter®, YouTube®, blogs, mobile, and rich-mediaanalytics
  • Leverage experimentation and testing to create trulycustomer-centric websites and innovate by failing faster
  • Create data-driven bosses and organizations, and cultivate theskills and background you need for a successful analyticscareer
  • 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.

Customer Reviews

This book is a 'must read' if you are in the field of web analytics.
webspider007
If you want to get a fresh look at how to use/report/analyze traditional data and metrics, Web Analytics 2.0 is for you.
Feras Alhlou
Avinash explains complex concepts in a way that is clear and even entertaining.
C. Abood

Most Helpful Customer Reviews

45 of 47 people found the following review helpful By Daniel Waisberg on October 15, 2009
Format: Paperback
As with most books, I started by taking a look at a few sample pages of the book before getting deep into it. My first data point was page 248: where Avinash describes elegantly a case study on measuring offline applications using Google Analytics. Exquisite. Than, on page 279 he shows how to analyze video influence on revenues. Amazing.

After leafing through the book for a while I went back to the beginning and I really enjoyed the way Avinahs Kaushik links the content; bringing basic and important concepts and very advanced techniques side by side. The book has a friendly tone, i.e., it feels like walking down the street and talking to a friend. Avinash knows when to soothe the reader and let him know that this might be frustrating or difficult, he does not pretend to give all the answers.

A central theme on Avinash philosophy also in his previous book (Web Analytics: An Hour a Day) is that people will bring change, not tools. So, even though he proposes several techniques for choosing vendors, he puts in in its place: if you don't have people, you better look for them, no tool will help you. For every $100 you have, you should invest $90 on people and $10 on tools.

This book describes a holistic approach of the Web Analytics field which he defines as "the analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your customers, and potential customers have, which translates into your desired outcomes (online and offline).
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30 of 32 people found the following review helpful By Allison Hartsoe on August 19, 2010
Format: Kindle Edition Verified Purchase
I own both the Kindle version and the paperback version of this book. I originally bought the Kindle copy thinking there would be some referece to the CD in the back of the book - a handy place where Kindle readers could download or otherwise access the content on the CD. Not so! The publishers decided not to make this available so the ONLY way to get CD content is by purchasing the book.

That said, a web analytics book like this is really a reference book. I personally find it a lot easier to flip the pages and find what I'm looking for. And while the author does do a good job of starting at the novice or "reporting squirrel" level and leading the reader up to the expert or "ninja" level, this is not a work of fiction. You really don't need to read it start to finish in order.

The content, as others have said, is engaging and highly readable. Even if you have been practicing in this space for awhile, you will still learn much from this book. If you are new to the space, then this book is a requirement!
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27 of 30 people found the following review helpful By eugenebinx on September 21, 2010
Format: Paperback Verified Purchase
Lots of good information, but there are no descriptions for any software or how to get the reports seen in the book. I am trying to recreate these reports using Google Analytics, Coremetrics and Omniture. It seems that most of the reports are the standard reports out of Google Analytics, but I am having a difficult time recreating some of these with other software.

I think this was a great book, but I have a few things I disagree with:

Page 85, he says if he could only have one report, it would be Outcomes by All Traffic Sources. This report shows Goal Conversion Rates, but he does not describe what these are. In Google Analytics, these are custom, so this could be anything.

I am disappointed, he does say it is important to measure ROI, but does not talk about how to do this. The author says that you can do this by comparing the data from Google to your campaign data. It is not that easy. You have to know how much was spent, and you have to know how much incremental revenue came in from SEO/PPC efforts. It is not an easy task. Test and control or some other method should have been addressed. In calculating ROI for PPC in chapter 11, he assumes that all visits from PPC are ones you would not have without the ad. Not necessarily true.

In Chapter 7, testing is finally addressed. I disagree with his method of testing the impact of PPC by turning it off and on completely; this does not take into account any seasonality that may occur naturally in web traffic. This is also a problem if there is a lot of variation in web visits and sales over time. Why not try test and control markets: turning it off in some regions and have it on in others? This method would allow you to compare the on and off markets and find incremental sales.
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17 of 19 people found the following review helpful By Christopher Smith on October 30, 2009
Format: Paperback
If you manage a website, run your own online business, or handle the Internet marketing for your business, you really need this book. You might be spending oodles of money on pay per click ads or hiring firms to redesign a site or manage your campaigns - but you'll want Web Analytics 2.0 to provide you with the foundation you need to make intelligent decisions, to ask the right questions, and make sure you're taking advantage of every ounce of data you can collect about your site visitors. As the book tells you early on, you'll want to align your site to increase your revenue, reduce your costs, or improve customer loyalty and satisfaction.
One of the best things of this book is that it helps to clarify the heaps of data and reporting you can get from the many available analytics tools. What data should you look at? What are actionable outcomes you want to measure? What are some ways to measure success of your site?
I'd go so far as to say that every site designer should read this book - not just analytics or marketing pros. This is because it has some great sections about how you should be testing the impact of site designs and changes. The book also includes a CD and one of the items is a usability checklist that every designer should have. And if you're interested in a career in analytics, there's even a chapter at the end dedicated to this - I'm happy in my job, so I didn't read this section, but he closes out with some ideas and advice on how to find the right people for analytics jobs you may need to fill.
It's difficult to make a book about data interesting - but Avinash Kaushik has definitely done so with this book. I've already given a copy of this book to a colleague knowing that he'll find it valuable.
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More About the Author

Avinash Kaushik is the author of the leading web analytics and research blog Occam's Razor (http://kaushik.net/avinash). He is also the Digital Marekting Evangelist for Google and the Chief Education Officer at Market Motive Inc.

He is the author of the best selling book Web Analytics: An Hour A Day (http://webanalyticshour.com). He is also a frequent speaker at key industry conferences around the globe and at leading American universities.

Avinash received the 2009 Statistical Advocate of the Year award from the American Statistical Association, and the 2011 Most Influential Industry Contributor award from the Web Analytics Association.

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