Top positive review
A (Senior) Manager's Definitive 'Non-Technical' and 'Business Only' Guide for Google Analytics
Reviewed in the United States on June 9, 2015
Brian Clifton just does not disappoint when it comes to analytics. Yes, Brian does focus on Google Analytics in his other books, but with Successful Analytics he changed tactics.
Instead of writing a tool focused book, Brian decided to shed light on the business end of using Google Analytics. As Brian describes Google Analytics is merely a tool, and a tool is nothing with the knowledge of how to leverage its potential. In Successful Analytics does not get technical on you but he merely teaches us how to get smart with Google Analytics, more importantly, how to get smart with the data that Google Analytics can deliver.
Many managers who work in a business where Google Analytics is deployed often do not know its full potential, the full bag 'o tricks that it really is. They can therefore neither properly deploy nor use the data it collects to properly run the business. Brian takes care of this in his book. Even though I have thoroughly enjoyed Brian's more technical Google Analytics books, Successful Analytics finally adds the cherry to the 'Data Driven Management with Google Analytics'-pie.
I would recommend the book to digital analysts, online marketeers all the way up to senior management. Universal Analytics, Google Analytics latest evolution, has paved the way for us to start using it more creatively than ever before, allowing us to collect data from more and more sources. We need to ask ourselves, should we? If so, what data should we collect, how can we collect it, and how can we best analyse and report on it?
Read the book and let Brian Clifton guide you through the learning process that is "Successful Analytics".