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Advanced Web Metrics with Google Analytics (Anglais) Broché – 5 mars 2010

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Descriptions du produit

Présentation de l'éditeur

Packed with insider tips and tricks, this how–to guide is fully revised to cover the latest version of Google Analytics and shows you how to implement proven Web analytics methods and concepts.

This second edition of the bestselling Advanced Web Metrics with Google Analytics is the perfect book for marketers, vendors, consultants, and Webmasters who want to learn the installation, configuration, tracking techniques, and best practices of Google Analytics.

  • Google Analytics is a free tool that measures Web site effectiveness and helps users better understand how web site performance; this book is a detailed usage guide written by one of the software′s original creators
  • Explains what filters keep data accurate, how to measure Flash usage and tag for e–mail marketing, and what visitor segmentation provides the most useful feedback
  • Examines principles and practices of Web analytics, then shows how to use GA′s reports and how to track dynamic Web pages, banners, outgoing links, and contact forms
  • Discusses advanced setups for configuring goals and filters, how to integrate GA with third–party systems, and how to leverage the new API

Advanced Web Metrics with Google Analytics, Second Edition is valuable for both novice and experienced users of Google Analytics.

Quatrième de couverture

Become a Google Analytics Expert: The Practitioner′s Complete Guide

Want to implement and apply advanced web analytics techniques without having to be an expert? Google insider and web metrics expert Brian Clifton helps you harness the full power of Google Analytics (GA) with this new edition of his bestselling book. This book shows you analytics that are advanced enough to give you all the crucial decision–making insights, yet simple enough to digest and quickly implement in a clever way.

Whether you′re a novice or veteran, you′ll soon be applying the very latest GA techniques, best practices, and some great hacks. From tracking social media to configuring data filters to interpreting results, start here and quickly improve your skills, your website, your brand, and your profits.

  • Configure a best–practice implementation for a solid web metrics platform

  • Understand features and reports in detail

  • Optimize the performance of your website by learning from real–world examples

  • Integrate AdWords, AdSense, and your internal site search tracking tool

  • Use Google Analytics in conjunction with A/B and multivariate testing

  • Optimize your online and offline marketing campaigns

  • Integrate Google Analytics data with third–party systems and applications, including your CRM system

  • Leverage the new Google Analytics API

This book is a comprehensive roadmap to helping you get the most from your metrics. It′s an indispensable guide to helping you take your online marketing campaigns to the next level." Chris Sherman, Executive Editor, Search Engine Land

If you′re looking for a practical, tactical guide in how to implement and think about web marketing optimization, look no further. Brian Clifton spells it out by industry, by job function, by Key Performance Indicator, and more." Jim Sterne, Founding Director and Chairman of the Web Analytics Association

The must–read for anyone looking to get the most value out of Google Analytics and web analytics." Ashley Friedlein, CEO, Econsultancy

Guarantee your future employment buy, read, and implement all of the techniques of this outstanding book." Bill Hunt, coauthor, Search Engine Marketing Inc.

Special offers from Google Inside, get a Google AdWords gift card worth $25 and find details on how you can save 50% on the Google Analytics Individual Qualification test!

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Détails sur le produit

En savoir plus sur l'auteur

Brian Clifton (PhD) is an analytics advisor, author and educator who specialises in performance optimisation using Google Analytics. Recognised internationally as a Google Analytics expert, his book series Advanced Web Metrics with Google Analytics is used by students and professionals worldwide.

As Google's first Head of Web Analytics for Europe (2005-8), Brian built the first pan-European team of product specialists. A legacy of his work is the online learning centre for the Google Analytics Individual Qualification (GAIQ).

Brian is a guest lecturer at University College London (MSc, "Web Economics") and at the Stockholm School of Economics. You can hear him speak at numerous conferences around the word - particularly in Europe where he presents on web measurement, digital marketing, content optimisation - and how these can all interlink to create a successful online business strategy.

Dans ce livre

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Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
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Commentaires client les plus utiles sur (beta) HASH(0x96e92f54) étoiles sur 5 23 commentaires
19 internautes sur 20 ont trouvé ce commentaire utile 
HASH(0x973713a8) étoiles sur 5 Excellent book for both beginners and advanced Analytics users 9 mars 2010
Par Daniel Waisberg - Publié sur
Format: Broché
Advanced Web Metrics is an outstanding book. It covers from shallow to Deep Ocean and gives the necessary tools to navigate through waves, tempests and calm seas. And it shows the reader how to find islands of insights!

Brian Clifton describes techniques that will help you understand and improve your website using Google Analytics. He goes over very important concepts and questions that are usually misunderstood: Why Web Analytics is important & what are the available technologies? How Google Analytics works & how it deals with privacy? Which reports should you use & how to do it? How to ensure that your data is accurate & how to enhance your reports using advanced implementation techniques?

The book is not a theoretical read; it goes into real world tasks and shows the reader what he needs to know in order to succeed using Google Analytics. In addition to showing all there is to be shown on Google Analytics, he also provides some very useful examples on third party applications that use the Google Analytics API and out of the box integrations with other tools or sources of data (CRM, call tracking, Website Optimizer).

But the biggest quality of this book is the way Dr. Clifton approaches the subject. Even readers acquainted with Google Analytics and optimization techniques described in the book will find insights that will help them understand the subject deeper and organize the knowledge in their brains.
6 internautes sur 6 ont trouvé ce commentaire utile 
HASH(0x973646b4) étoiles sur 5 Essential Analytics Manual 7 août 2010
Par Mark - Publié sur
Format: Broché Achat vérifié
This is one of the essential manuals you should have in your analytics toolkit, along with Avinash Kaushiks Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity 2.0 and Bryan Eisenberg's Always Be Testing: The Complete Guide to Google Website Optimizer

The title is a little misleading as the book spends a lot of time going through how to set up a basic analytics properly. Well maybe that is advanced for some people, because as Brian clearly and comprehensively illustrates, it's not as easy or simple as many people think.

For this information alone it is worth getting the book.

Other chapters on setting up ecommerce and campaign tracking, I would have thought were standard stuff, but again maybe they are advanced for some users.

Again, the book provides a lot of detail and examples of how to do this properly.

If you can't get your analytics set up properly after reading this book, well, you're not paying attention.

There is some advanced stuff on hacks and custom tagging towards the end.

I'm not complaining, I learned heaps that I didn't know that I didn't know.

As I said, it's a great book and an essential one, I just think the title is misleading.

Perhaps "Analytics: How to Do the Damn Stuff Right" would have been closer to the mark.
9 internautes sur 10 ont trouvé ce commentaire utile 
HASH(0x96ef1990) étoiles sur 5 Extremely useful 29 avril 2010
Par J. Whitehead - Publié sur
Format: Broché
I've already put into action some of the advanced tips in this book even though I haven't quite finished reading it yet which makes it an excellent investment. It covers strategy, implementation and real world usage in clear terms that are easy to follow. It should answer any question you have of Google Analytics, and in my opinion is more palatable than Google's own help section.

The real world examples are excellent, real situations that users will face explained in a manner that takes account of the business need, the roles effected and detailed implementation, report and analysis guides that work like a charm.

This will be one I use again and again
9 internautes sur 10 ont trouvé ce commentaire utile 
HASH(0x9736f024) étoiles sur 5 Fantastic book! I suggest to buy it 12 avril 2010
Par Marco Giovanardi - Publié sur
Format: Broché
I am very glad to have bought this book. It is fantastic!
Yesterday I passed the google analytics individual qualification with 88% score thanks to the book of Brian Clifton and Google Analytics course online.
5 internautes sur 5 ont trouvé ce commentaire utile 
HASH(0x97d49090) étoiles sur 5 Smashing book for academia 2 juin 2010
Par Nigel Bradley - Publié sur
Format: Broché
In teaching Digital Marketing and specialising in Marketing Research I am always at a loss for teaching materials. Textbooks are outdated as quickly as they are published. Web metrics is a moving feast and the task is made harder in this specialist area. However it must be said that Google Analytics has transformed the sector. That being the case then a GA text is essential and this fits the bill perfectly. The quality seal is the publisher who has the confidence to publish an updated version. So yes, onto the RECOMMENDED READING list for Universities and professional qualifications.
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