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Yahoo! Web Analytics: Tracking, Reporting, and Analyzing for Data-Driven Insights Paperback – May 11, 2009

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Product Details

  • Paperback: 424 pages
  • Publisher: Sybex; 1 edition (May 11, 2009)
  • Language: English
  • ISBN-10: 0470424249
  • ISBN-13: 978-0470424247
  • Product Dimensions: 7.5 x 0.9 x 9.2 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #2,487,114 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

Turn Data into Insight and Action with Yahoo! Web Analytics
Turn website data into powerful insights and profitable actions with the new Yahoo! Web Analytics tool and this unique, in-depth book. Yahoo! insider and Internet analytics expert Dennis R. Mortensen provides detailed tips and techniques for successfully using Yahoo! Web Analytics to gain the competitive advantages you seek.
Learn the “why” as well as the “how” of web analytics and discover Yahoo! Web secrets and tricks not found anywhere else. Inside, you’ll also find:
  • Detailed data collection advice, including how to use data collection groupings and track almost everything, from simple page views to custom-created fields
  • How to best implement campaign tracking, including paid search setup, multiple campaign categories, and merchandising tracking and reporting
  • In-depth explanations of advanced filtering capabilities, including powerful ways to customize reports
  • Powerful data visualization tools and optimal dashboard configurations, which are illustrated in the 16-page color insert
  • Exclusive and expert-level optimization techniques for everything from pay-per-click campaigns to Flash- and Ajax-based objects
  • Time-saving tips, hands-on exercises, and fascinating examples using real client experiences
“As the individual who drove the initial development of Yahoo!’s Web Analytics tool, Dennis managed to conquer mind-numbingly complex issues by presenting them in a simple and useful way. It’s no wonder that he did it again with his Yahoo! Web Analytics book.”
—Bryan Eisenberg, New York Times bestselling author of Call to Action and Always Be Testing and cofounder of FutureNow, Inc.
“Dennis provides the details about the impact Yahoo! Web Analytics can have on your business, with a laser-like focus on moving from data to true business insight and action.”
—Jason Burby, Chief Analytics & Optimization Officer, ZAAZ
“If you want to actually derive value from these tools rather than just look at the pretty reports, Dennis lays it all out. This is a book you can count on.”
—Jim Sterne, Founder, eMetrics Marketing Optimization Summit
“This is a detailed and practical guide to using Yahoo! Web Analytics to turbo-charge your business performance. Get this book before your competitors do!”
—Tim Ash, CEO of and author of Landing Page Optimization

Customer Reviews

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Most Helpful Customer Reviews

6 of 6 people found the following review helpful By Jeff Cate on July 21, 2009
Format: Paperback Verified Purchase
I purchased this book and have been reading it. It is well-written and very detailed. If that was all that I was reviewing it on, I would give it five stars.

The problem is that unless you are already an IndexTools customer or one of the few Yahoo Web Analytics chosen customers, it is of no use at all.

I tried to get a Yahoo Web Analytics account as soon as I purchased the book. I have been using Google Analytics for the last couple of years, but felt like Yahoo Web Analytics offers some features that GA doesn't.

Imagine my surprise when Yahoo informed me that Yahoo Web Analytics is not available to the public yet and isn't giving any information about when it will be made publicly available.

I feel like Yahoo took my money on this one. They authorized this book to be published, but now won't release the software that is required to get anything out of it.

Jeff Cate
SharePoint Solutions
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2 of 2 people found the following review helpful By Victor Vega on June 24, 2009
Format: Paperback
The idea is the most important ingredient in starting a small business on the internet. After the idea is initialized we have to materialize the idea into a tangible online vehicle that can drive conversions, generate leads or simply supply information.

Now comes measuring the idea -

I have read "Web Analytics an Hour a Day, Google Analytics" and other books that tell me how I can optimize my website, but I do not receive any direct guidance on what are the important measuring points on a site. Half the times I do not even know what to measure.

Yahoo Web Analytics, authored by Mr. Dennis Mortensen, gives me the insight that I need to track the performance of my online marketing campaigns, effectiveness of all my keywords that drive traffic, I even track the amount of visitors that come to my site daily, monthly or yearly. I can track where they are coming from so I can optimize on my marketing on a given demographic or time zone.

Dennis has created a turn key masterpiece that composites traditional online marketing with business intelligence and he does a fantastic job explaining it in his book.

When I first saw a friend of mine running Yahoo Web Analytics on there website, I had no idea how powerful knowing your numbers can be. Now I am a Yahoo Web Analytics customer and I am able to experiment with different display ads and content along with tracking how the visitor came to my site , what is the visitor looking for , when did the visitor initiate a visit and what page turned the visitor into existing.

Yahoo Web Analytics also allows me to track other variables and action points within my website that are not standard, I can even create a custom report, if you read the book you will know what I mean.
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1 of 1 people found the following review helpful By Anna Swislocka on June 25, 2009
Format: Paperback
The book is en excellent resource for the beginner as well as the more advanced user. It takes you form the beginning, all the necessary steps to get you started with tracking, to the end result, even letting you in on insights of advanced reporting. Once you pick up the book you will be so drawn in that reading it will be a breeze. Before you know it you have this powerful knowledge and the necessary tools to tackle your analytical numbers to make your business an instant success!
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More About the Author

Dennis R. Mortensen is a pioneer and expert in the Analytics industry. He is an accredited Associate Web Analytics Instructor at the University of British Columbia, the Author of data driven insights from Wiley, and a frequent speaker on the subject of Analytics, Media and Marketing. Mortensen is an Entrepreneur and was at IndexTools until it was acquired by Yahoo! Inc. Today he is the Founder and CEO of Visual Revenue Inc. (Predictive Analytics for Media), sits on the Board of Directors at the Web Analytics Association, and he maintains the highly popular analytics blog,