Yahoo! Web Analytics: Tracking, Reporting, and Analyzing for Data-Driven Insights [Paperback]

Dennis R. Mortensen (Author)

Book Description

Publication Date: May 11, 2009

Yahoo! Web Analytics teaches readers how to collect data, report on that data, and derive useful insights using Yahoo!’s free Web analytics tool . This detailed resource from Yahoo!’s Director of Data Insights discusses the why of Web analytics as well as the how while revealing secrets and tricks not documented elsewhere. The thorough book also offers step-by-step instructions and advanced techniques on everything from using data collection groupings to creating compelling data visualizations. It’s a must-read for all analytics professionals and those who want to be.

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 SiteTuners.com and author of Landing Page Optimization

Product Details

• Paperback: 424 pages
• Publisher: Sybex; 1 edition (May 11, 2009)
• Language: English
• ISBN-10: 0470424249
• ISBN-13: 978-0470424247
• Product Dimensions: 9.1 x 7.5 x 0.9 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #736,399 in Books (See Top 100 in Books)
  • #19 in Books > Computers & Technology > Web Development > Website Analytics

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, VisualRevenue.com/blog

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

3.0 out of 5 stars If you aren't already a Yahoo Web Analytics customer, don't bother yet, July 21, 2009

By 

Jeff Cate (Nashville, TN USA) - See all my reviews
(REAL NAME)   

This review is from: Yahoo! Web Analytics: Tracking, Reporting, and Analyzing for Data-Driven Insights (Paperback)

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
President
SharePoint Solutions

3 of 3 people found the following review helpful:

5.0 out of 5 stars Yahoo Web Analytics Explained...Absolutely!, June 15, 2009

By 

C. Holbech (Burbank, CA, USA) - See all my reviews
(REAL NAME)   

This review is from: Yahoo! Web Analytics: Tracking, Reporting, and Analyzing for Data-Driven Insights (Paperback)

I have worked in the analytics industry for nearly 6 years and anyone who tells you analytics is easy is talking out of their hat! However, as any experienced analyst will tell you there are certain guidelines you can follow that will ease your use of a web analytics product.

Having read Dennis' book and personally worked in Yahoo Web Analytics for over 5 years, there are two things that struck me.

1) Dennis has cleverly turned what can be an incredibly dry subject, into an exciting one; the reader simply has to try putting chapters to the test. The order of the book is logical and, with little jumping around, keeps the reader focused on the job in-hand. As the title denotes: "Tracking, Reporting, and Analyzing for Data-Driven Insights"

2) Equally as important, he has also written the book in such a way that both the 'newbie' and experienced web analyst feels engaged and can leave with takeaways at their respective levels.

I would highly recommend Dennis' book to anyone currently using/starting to use Yahoo! Web Analytics or to complement an experienced users analytics library!

1 of 1 people found the following review helpful:

5.0 out of 5 stars All you need to know about Yahoo! Web Analytics...and more, June 25, 2009

By 

Anna Swislocka - See all my reviews
(REAL NAME)   

This review is from: Yahoo! Web Analytics: Tracking, Reporting, and Analyzing for Data-Driven Insights (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!