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Advanced Web Metrics with Google Analytics (Anglais) Broché – 30 mars 2012


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Descriptions du produit

Présentation de l'éditeur

This book is intended for use by customers using Google Classic Analytics and does not cover the newer Google Universal Analytics or related Google Tag Manager.

Google Analytics is the free tool used by millions of web site owners to assess the effectiveness of their efforts. Its revised interface and new features will offer even more ways to increase the value of your web site, and this book will teach you how to use each one to best advantage. Featuring new content based on reader and client requests, the book helps you implement new methods and concepts, track social and mobile visitors, use the new multichannel funnel reporting features, understand which filters to use, and much more.

  • Gets you up and running with all the new tools in the revamped Google Analytics, and includes content requested by readers and users especially for new GA users
  • Covers social media analytics features, advanced segmentation displays, multi–dashboard configurations, and using Top 20 reports
  • Provides a detailed best–practices implementation guide covering advanced topics, such as how to set up GA to track dynamic web pages, banners, outgoing links, and contact forms
  • Includes case studies and demonstrates how to optimize pay–per–click accounts, integrate AdSense, work with new reports and reporting tools, use ad version testing, and more

Make your web site a more effective business tool with the detailed information and advice about Google Analytics in Advanced Web Metrics with Google Analytics, 3nd Edition.

Quatrième de couverture

Master Google Analytics with This Complete Guide

Covering the very latest version of Google Analytics (GA), the third edition of this bestseller features more ROI–building tips and techniques than ever. Want to become proficient using all of Google Analytics′ powerful capabilities and reports? Measure the performance of your campaigns in real time? Discover the best way to track social and mobile visitors? Evaluate the impact of multichannel marketing? You′ll find all this and more in this complete practitioner′s guide. Learn how to use GA′s new features, why to use them, and how to apply everything Google Analytics has to offer to improve your website, your brand, and your bottom line.

  • Become quickly productive with the new user interface and exciting new tools such as Multi–Channel Funnels
  • Discover new capabilities, such as how to track mobile and social media visitors to your site and track embedded video usage
  • Learn super workarounds and advanced techniques and tactics you can put to use immediately
  • Follow best practices and learn from compelling, real–world examples
  • Optimize your search engine marketing, monetize a non–e–commerce site, and track offline marketing as well as online
  • Integrate Google Analytics data with third–party systems and applications, including your CRM system

It would be a cliché to say Brian Clifton knows Google Analytics like the back of his hand. But he does. So if there is only one book you can buy on Google Analytics . . . buy this book and you′ll be on your way to being an analysis ninja!"
Avinash Kaushik, author of Web Analytics 2.0 and Digital Marketing Evangelist, Google

A must–read if you′re playing in the big leagues."
Chris Sherman, Executive Editor, Search Engine Land

A great practitioners resource that not only covers the technical details for a best practice setup, but also ties it back to the business objectives."
Sara Andersson, Founder of Search Integration AB and Chairperson, Search Engine Marketing Professional Organization (SEMP), Scandinavia

With a good mix of concepts, examples and how–to′s, the book structure and writing style will please both marketers and technically inclined analysts, and even help reconcile both universes."
Stéphane Hamel, Director of Strategic Services, Cardinal Path




Détails sur le produit

  • Broché: 600 pages
  • Editeur : Sybex; Édition : 3rd Edition (30 mars 2012)
  • Langue : Anglais
  • ISBN-10: 1118168445
  • ISBN-13: 978-1118168448
  • Dimensions du produit: 18,8 x 3 x 23,6 cm
  • Moyenne des commentaires client : 1.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)
  • Classement des meilleures ventes d'Amazon: 83.873 en Livres anglais et étrangers (Voir les 100 premiers en Livres anglais et étrangers)
  • Table des matières complète
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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

(En savoir plus)
Parcourir les pages échantillon
Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
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Format: Broché Achat vérifié
La dernière édition de ce livre datant de mars 2012, le contenu est désormais obsolète et de faible utilité dans votre pratique quotidienne (d’où la faible évaluation attribuée à l’ouvrage).

Pourquoi ai-je acheté ce livre ?
Par simple curiosité intellectuelle. Parce que l’outil a beau avoir évolué, l’approche de Brian Clifton des web metrics n’en reste pas moins intéressante et sa vision du cycle de vie du webmarketing toujours d’actualité (AMAT*).

Outre le contenu, il importe de souligner les talents pédagogiques de l’auteur qui parvient à présenter un contenu à caractère technique de manière accessible et structurée. Il ne se contente pas de décrire les différentes fonctionnalités de GA et les ‘procédures’ à suivre, il les met en contexte et montre leur utilité/intérêt pour l’utilisateur final, à savoir le webmarketer ou assimilé.

Recommanderais-je cet ouvrage ?
Oui, mais attendez plutôt la prochaine édition ou faites comme moi et précommandez la seconde édition de Google Analytics de Justin Cutroni qui paraîtra en juin prochain !

*AMAT = Acquérir des visiteurs + Mesurer les interactions + Analyser les résultats + Tester les alternatives.
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Commentaires client les plus utiles sur Amazon.com (beta)

Amazon.com: 44 commentaires
21 internautes sur 22 ont trouvé ce commentaire utile 
Completely outdated in 2015 due to GA's Universal Analytics Upgrade 4 mars 2015
Par Tai - Publié sur Amazon.com
Format: Broché Achat vérifié
Would be a great book if it wasn't completely outdated. This third edition, the latest (as of Feb 2015) was published in 2012. Since then Google Analytics has migrated from Classic Analytics to Universal Analytics - which means all the code in this book is now completely irrelevant. Additionally Google has changed around a lot of the names, which makes this a very confusing book (i.e. what they called profiles in this book are now called views, etc.) That means everything you read here must be verified by checking on the google analytics help center, which completely defeats the purpose of the book. The vast majority of the content is online for free anyways.

If this book is being sold it needs to be made clear that its based on a legacy version of GA and that its not relevant to anyone who has created a google analytics account in the past 1.5 years.
29 internautes sur 32 ont trouvé ce commentaire utile 
Must Read for Online Marketing Professionals 29 mars 2012
Par Ken M - Publié sur Amazon.com
Format: Broché Achat vérifié
I just got my hands on the 3rd edition of Advanced Web Metrics, and I am happy to say it is a great update to the book. I have said for a while that anyone interesting in online marketing should start by reading Advanced Web Metrics. They then should go learn about all the functional areas of online marketing (e.g., paid search, SEO, email marketing, etc.) and then come back and read Advanced Web Metrics again. Metrics are the cornerstone of online marketing, and Brian Clifton just nails the subject. He does a great job of weaving high level concepts together with real world implementation.

The 3rd edition keeps the book fresh and tackles a number of areas that have changed since the 2nd edition (e.g., the new Google Analytics interface). This is a fast moving area after all!

The only topic I would like to see Brian cover in more detail is privacy. The theories on privacy are pretty clear, but the tools are moving so quickly that there are some gray areas in the real world. Hopefully we will see that in the 4th edition!

The 2nd edition of Advanced Web Metrics has been the only book sitting on my desk for the last 12 months (because it is so darn handy). Now the 3rd edition will have to take its place.
12 internautes sur 14 ont trouvé ce commentaire utile 
this is a monster of a book! 10 octobre 2012
Par James Powell - Publié sur Amazon.com
Format: Broché Achat vérifié
Lots of great info, but just so you know, this book is huge! It's like a college textbook. Most of these types of instructional books I've purchased were a bit more manageable, but this isn't the kind of book you pick up and read front to back in a few days. I guess I was hoping for something a bit more directed at the basics. But this is an in-depth look at google analytics. I can't fault them for that, but it's something I wish I realized before buying it.
10 internautes sur 12 ont trouvé ce commentaire utile 
The Only Google Analytics Book You Need 20 juin 2012
Par Joseph J. Seidler - Publié sur Amazon.com
Format: Broché Achat vérifié
This book somehow is perfect for both newbies to Google Analytics as well as experts. I read Brian's 1st Edition of his book about 4 years ago when I was just learning Analytics, and it not only brought me up to speed, I discovered I knew things others who had been doing Internet Marketing for years didn't know. I then read his 2nd Edition and relearned things I had forgotten. Now with the 3rd Edition (the best one of all) I am fluent in the new Analytics interface and reports, and I like the color reports he included. This newest edition has many more pages and the content not only shows how to do things, but more importantly it explains why.

IMO there are two great Internet Marketing book writers in the world, and Brian Clifton is one of them.
10 internautes sur 14 ont trouvé ce commentaire utile 
The best edition yet - Worth every penny! 17 mai 2012
Par Adrian Speyer - Publié sur Amazon.com
Format: Broché Achat vérifié
When this book was released in March, I already owned Brian's two previous editions, so I was a little on the fence about buying the third edition. Eventually, I broke down and bought the 3rd edition, because my second edition was so worn-out. To my surprise the 3rd edition was much larger than the 2nd edition, so I quickly saw this was not just a re-hash of the same. Not only was this book chock full of new information, it had some great code examples for the new version of Google Analytics. This is what I expect in a book titled "Advanced Web Metrics." I can get the basics online, in blogs, but Brian's books really help as a guide to going to the next level. Don't get me wrong there is a good balance here, with plently for those new to Google Analytics as well, including a lovely "Google Analytics in Color" section for those unfamiliar with GA. In short, this book I keep handy as my reference for the right answer on most questions and I cannot recommend it enough for those who are serious about analytics. It was worth every penny.
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