Synopses & Reviews
“Analytics is vitally important, and no one explains it more elegantly, more simply, or more powerfully than Avinash Kaushik. Consider buying up all the copies of this book before your competition gets a copy.”
, author, Tribes
“Lots of companies have spent lots of time and money collecting data—and sadly do little with it. In Web Analytics 2.0, Avinash Kaushik helps us grasp the importance of this underused resource and shows us how to make the most of online data and experimentation.”
—Dan Ariely, Professor of Behavioral Economics, Duke University, and author of Predictably Irrational
“Kaushik takes the witchcraft out of analytics. If venture capitalists read this book, they would fire half of the CEOs that they've funded.”
—Guy Kawasaki, Co-founder of Alltop & Garage Technology Ventures
“When people ask, ‘who is the smartest guy in the room when it comes to online marketing?’ only one name comes to mind: Avinash Kaushik. His new book Web Analytics 2.0 should be on every marketer’s desk. It’s powerful, awesome and actionable.”
—Mitch Joel, President of Twist Image & author of Six Pixels of Separation
Shift to Data-Driven Decision Making and Leverage the Complete Power of All Web Data
The Web, online marketing, and advertising have been revolutionized in the last few years, yet the approach to using data has remained largely the same as a decade ago. Web analytics thought leader Avinash Kaushik presents the next-generation framework of web analytics in this exciting book that will dramatically enhance the ability of your organization to think smart and move fast.
In this book, Avinash lays out specific strategies and execution models to evolve from simply leveraging clickstream tools to incorporating the insightful elixir of qualitative data, experimentation and testing, and competitive intelligence tools.
While expanding upon the industry-shaping lessons from his bestselling book Web Analytics: An Hour a Day, Avinash explains how to measure, analyze, and act upon today's quickly evolving web technologies and trends—including social media, video, mobile, and online user-centric design options. As he updates traditional approaches, Avinash debunks myths, identifies traps, and reveals specific, simple and advanced methodologies to transform your thinking, making this book the ultimate guide for all web professionals.
- Discover the solutions for the hardest challenges, including multichannel analytics and multitouch campaign attribution analysis
- Quantify the holistic economic value of your website and measure macro and micro conversions for ecommerce, non-ecommerce, and B2B websites
- Profit from analytical methodologies that attack the holy trinity of search: internal site search, pay-per-click marketing, and search engine optimization
- Pinpoint the most relevant Key Performance Indicators for your organization and create actionable dashboards that drive change
- Master crucial emerging analytics fields including Twitter®, YouTube®, blogs, mobile, and rich-media analytics
- Leverage experimentation and testing to create truly customer-centric websites and innovate by failing faster
- Create data-driven bosses and organizations, and cultivate the skills and background you need for a successful analytics career
- Continue learning with four hours of video, an hour of audio, and valuable presentations, templates, and models on the CD
Web Analytics 2.0 is the perfect follow-up to the bestseller Web Analytics: An Hour a Day as it expands upon the lessons learned, delves into more advanced techniques, and covers the absolute latest web analytics tools and methods. Because it is agnostic regarding web analytics tools and will cover such hot topics as measuring video content, blogs, Flash content, and social media, it will have exceptionally wide appeal and be a must-read for all web analytics practitioners, including those who read the first book.
Web Analytics 2.0 begins with an overview of how the web analytics field--and the web--has evolved over the past couple of years before exploring the various analytics tools and offering guidelines about which to use for what situations. The book then digs deeply into the most pertinent metrics and shows how to set up custom reporting so readers can be sure those metrics are being properly tracked and reported in their analytics package. Next, it reveals solutions to today's data-related web analytics challenges and offers a detailed data recon checklist. The book then shows web analytics pros (and those who want to be) how to use analytics software to measure for such difficult factors as return on investment, customer satisfaction, and economic value.
Web Analytics 2.0 next explores how to best tackle the emerging analytics fields: social media (including Twitter), blog metrics, video, and mobile analytics before diving into advanced analytics topics, including how to create sophisticated and detailed dashboards in each analytics package, track the online impact of offline campaigns and vice versa, gather and evaluate trend data, and more.
Packed with step-by-step instructions, tutorials, and case studies, and featuring a DVD with videos, Podcasts, PowerPoint presentations, and helpful dashboards and other analytics-related files, Web Analytics 2.0 is poised to follow in the footsteps of Web Analytics: An Hour a Day and become the de facto industry standard book for all practitioners of web analytics.
The bestselling book Web Analytics: An Hour A Day was the first book in the analytics space to move beyond clickstream analysis. Web Analytics 2.0 will significantly evolve the approaches from the first book and presents an innovative new framework for making critical business decisions based on web data. The book's overwhelming focus will be to teach the reader how to use the latest tools and techniques available in the market place. Continuing in the footsteps of the first book, Web Analytics 2.0 will cover the fields of traditional web analytics, usability and qualitative analysis, experimentation and testing, as well as competitive intelligence. It will provide a holistic view of what it takes to make good decisions and exactly how to go about doing that.
Web analytics practitioners continue to have a tremendous interest (only increased by the current economic condition) in being more data-driven. At the same time, the web continues to evolve in significant ways (video, blogs, flash, social media, etc.) that present significant challenges to measurement. Web Analytics 2.0 will tackle both of those topics. Furthermore it will be agnostic in terms of tools, which will make it a must-read for online marketers of all hues, web analysts, web designers and architects, and online executives at all levels of the organization interested in successfully collecting, analyzing, and acting upon web analytics data.
In true Web 2.0 fashion the book will also include a veritable buffet of goodies on the accompanying CD-ROM: Videos (Author as well as industry leaders), Podcasts, PowerPoint Presentations and helpful files.
Adeptly address today’s business challenges with this powerful new book from web analytics thought leader Avinash Kaushik. Web Analytics 2.0
presents a new framework that will permanently change how you think about analytics. It provides specific recommendations for creating an actionable strategy, applying analytical techniques correctly, solving challenges such as measuring social media and multichannel campaigns, achieving optimal success by leveraging experimentation, and employing tactics for truly listening to your customers. The book will help your organization become more data driven while you become a super analysis ninja!
Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.
Adeptly address today's business challenges with this powerful new book from web analytics thought leader Avinash Kaushik. Web Analytics 2.0 presents a new framework that will permanently change how you think about analytics. It provides specific recommendations for creating an actionable strategy, applying analytical techniques correctly, solving challenges such as measuring social media and multichannel campaigns, achieving optimal success by leveraging experimentation, and employing tactics for truly listening to your customers. The book will help your organization become more data driven while you become a super analysis ninja
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.
Table of Contents
Chapter 1 The Bold New World of Web Analytics 2.0.
State of the Analytics Union.
State of the Industry.
Rethinking Web Analytics: Meet Web Analytics 2.0.
Change: Yes We Can!
Chapter 2 The Optimal Strategy for Choosing Your Web Analytics Soul Mate.
Predetermining Your Future Success.
Step 1: Three Critical Questions to Ask Yourself Before You Seek an Analytics Soul Mate!
Q1: "Do I want reporting or analysis?"
Q2: "Do I have IT strength, business strength, or both?"
Q3: "Am I solving just for Clickstream or for Web Analytics 2.0?"
Step 2: Ten Questions to Ask Vendors Before You Marry Them.
Q1: "What is the difference between your tool/solution and free tools from Yahoo! and Google?"
Q2: "Are you 100 percent ASP, or do you offer a software version? Are you planning a software version?"
Q3: "What data capture mechanisms do you use?"
Q4: "Can you calculate the total cost of ownership for your tool?"
Q5: "What kind of support do you offer? What do you include for free, and what costs more? Is it free 24/7?"
Q6: "What features in your tool allow me to segment the data?"
Q7: "What options do I have for exporting data from your system into our company's system?"
Q8: "What features do you provide for me to integrate data from other sources into your tool?"
Q9: "Can you name two new features/tools/acquisitions your company is cooking up to stay ahead of your competition for the next three years?"
Q10: "Why did the last two clients you lost cancel their contracts? Who are they using now? May we call one of these former clients?"
Comparing Web Analytics Vendors: Diversify and Conquer.
The Three-Bucket Strategy.
Step 3: Identifying Your Web Analytics Soul Mate (How to Run an Effective Tool Pilot) .
Step 4: Negotiating the Prenuptials: Check SLAs for Your Web Analytics Vendor Contract.
Chapter 3 The Awesome World of Clickstream Analysis: Metrics.
Standard Metrics Revisited: Eight Critical Web Metrics.
Web Metrics Demystified.
Strategically-aligned Tactics for Impactful Web Metrics.
Chapter 4 The Awesome World of Clickstream Analysis: Practical Solutions.
A Web Analytics Primer.
The Best Web Analytics Report.
Foundational Analytical Strategies.
Everyday Clickstream Analyses Made Actionable.
Reality Check: Perspectives on Key Web Analytics Challenges.
Chapter 5 The Key to Glory: Measuring Success.
Focus on the "Critical Few".
Five Examples of Actionable Outcome KPIs.
Moving Beyond Conversion Rates.
Measuring Macro and Micro Conversions.
Quantifying Economic Value .
Measuring Success for a Non-ecommerce Website.
Measuring B2B Websites.
Chapter 6 Solving the “Why” Puzzle: Leveraging Qualitative Data.
Lab Usability Studies: What, Why, and How Much?
Usability Alternatives: Remote and Online Outsourced.
Surveys: Truly Scalable Listening.
Web-Enabled Emerging User Research Options.
Chapter 7 Failing Faster: Unleashing the Power of Testing and Experimentation.
A Primer on Testing Options: A/B and MVT.
Actionable Testing Ideas.
Controlled Experiments: Step Up Your Analytics Game!
Creating and Nurturing a Testing Culture.
Tip 1: Your First Test is "Do or Die".
Tip 2: Don't Get Caught in the Tool/Consultant Hype.
Tip 3: "Open the Kimono"—Get Over Yourself.
Tip 4: Start with a Hypothesis.
Tip 5: Make Goals Evaluation Criteria and Up-Front Decisions.
Tip 6: Test For and Measure Multiple Outcomes.
Tip 7: Source Your Tests in Customer Pain.
Tip 8: Analyze Data and Communicate Learnings.
Tip 9: Two Must-Haves: Evangelism and Expertise.
Chapter 8 Competitive Intelligence Analysis.
CI Data Sources, Types, and Secrets.
Website Traffic Analysis.
Search and Keyword Analysis.
Audience Identification and Segmentation Analysis.
Chapter 9 Emerging Analytics: Social, Mobile, and Video.
Measuring the New Social Web: The Data Challenge.
Analyzing Offline Customer Experiences (Applications).
Analyzing Mobile Customer Experiences.
Measuring the Success of Blogs.
Quantifying the Impact of Twitter.
Analyzing Performance of Videos.
Chapter 10 Optimal Solutions for Hidden Web Analytics Traps.
Accuracy or Precision?
A Six-Step Process for Dealing with Data Quality.
Building the Action Dashboard.
Nonline Marketing Opportunity and Multichannel Measurement.
The Promise and Challenge of Behavior Targeting.
Online Data Mining and Predictive Analytics: Challenges.
Path to Nirvana: Steps Toward Intelligent Analytics Evolution.
Step 1: Tag, Baby, Tag!
Step 2: Configuring Web Analytics Tool Settings.
Step 3: Campaign/Acquisition Tracking.
Step 4: Revenue and Uber-intelligence.
Step 5: Rich-Media Tracking (Flash, Widgets, Video).
Chapter 11 Guiding Principles for Becoming an Analysis Ninja.
Context Is Queen.
Comparing KPI Trends Over Time.
Beyond the Top 10: What’s Changed.
True Value: Measuring Latent Conversions and Visitor Behavior.
Four Inactionable KPI Measurement Techniques.
Search: Measuring the Value of Upper Funnel Keywords.
Search: Advanced Pay-per-Click Analyses.
Chapter 12 Advanced Principles for Becoming an Analysis Ninja.
Multitouch Campaign Attribution Analysis.
Multichannel Analytics: Measurement Tips for a Nonline World.
Chapter 13 The Web Analytics Career.
Planning a Web Analytics Career: Options, Salary Prospects, and Growth.
Cultivating Skills for a Successful Career in Web Analysis.
An Optimal Day in the Life of an Analysis Ninja.
Hiring the Best: Advice for Analytics Managers and Directors.
Chapter 14 HiPPOs, Ninjas, and the Masses: Creating a Data-Driven Culture.
Transforming Company Culture: How to Excite People About Analytics.
Deliver Reports and Analyses That Drive Action.
Changing Metric Definitions to Change Cultures: Brand Evangelists Index.
Slay the Data Quality Dragon: Shift from Questioning to Using Data.
Five Rules for Creating a Data-Driven Boss.
Need Budget? Strategies for Embarrassing Your Organization.
Strategies to Break Down Barriers to Web Measurement.
Who Owns Web Analytics?
Appendix About the Companion CD.