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Descriptions du produit

Présentation de l'éditeur

Are you getting the most out of your website? Google insider and web metrics expert Brian Clifton reveals the information you need to get a true picture of your site′s impact and stay competitive using Google Analytics (GA) and the latest web metrics methodologies. Which marketing campaigns work best? How do you quantify their success? What indicators should you track? Packed with techniques and insider secrets not documented elsewhere, this book has the expert guidance you need to enhance your brand and increase your site′s ROI. --Ce texte fait référence à une édition épuisée ou non disponible de ce titre.

Quatrième de couverture

How Does Your Website Measure Up?

Are you getting the most out of your website? Google insider and web metrics expert Brian Clifton reveals the information you need to get a true picture of your site′s impact and stay competitive using Google Analytics (GA) and the latest web metrics methodologies.

Which marketing campaigns work best? How do you quantify their success? What indicators should you track? Packed with techniques and insider secrets not documented elsewhere, Advanced Web Metrics with Google Analytics has the expert guidance you need to enhance your brand and increase your site′s ROI. Learn how to:

  • Measure your web traffic and understand its impact on ROI

  • Configure your data collection parameters, then extract and analyze the collected data

  • Drill down to the precise visitor segments or time periods you choose

  • Discover how long it takes for your visitors to convert to customers

  • Follow best practices for page tagging and tracking dynamic web pages, Flash events, banners, and more

  • Optimize checkout systems, pay–per–click campaigns (including AdWords), SEO, and e–mail marketing, and use ad version testing in conjunction with multivariate testing

  • Centralize your data collection and track offline campaigns

This book is a recipe for measuring your success and optimizing your online marketing."
Jim Sterne, Founding Director and Chairman of the Web Analytics Association

I can confidently recommend this book to anybody serious about turning web analytics into a competitive business advantage."
Dennis R. Mortensen, COO, IndexTools, Inc.

Brian Clifton does a fantastic job of explaining how to effectively power a web analytics strategy using Google Analytics. Both new and seasoned GA users will benefit from Brian′s book and his expertise."
Justin Cutroni, Director of Analytics and Testing, EpikOne

What Brian Clifton doesn′t know about Google Analytics probably hasn′t been invented yet. In this book he shares his extensive knowledge in a concise and coherent fashion."
Neil Mason, Managing Director, Applied Insights

What′s fantastic about this book is the practical, detailed help it gives you to get real value out of your web analytics tool."
Ashley Friedlein, CEO, E–

--Ce texte fait référence à une édition épuisée ou non disponible de ce titre.

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Commentaires client les plus utiles sur (beta) 4.6 étoiles sur 5  49 commentaires
6 internautes sur 6 ont trouvé ce commentaire utile 
4.0 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.
3 internautes sur 3 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 THE Complete Guide to Google Analytics 4 janvier 2009
Par Vivek V. Chandran - Publié sur
Format:Broché|Achat vérifié
I've used WebTrends for some time. Used a very early version of Urchin circa 2005. Started with Google Analytics in 2008. Google Analytics has come a long way since Urchin. WebTrends is definitely more potent with a lot more features. But well .. you're paying for it. Google Analytics is free. The only shortfall is that it retains data for the last 25 months, so if you want to compare with the last 4-5 years, that will be difficult. You could pull out data to your local system and workaround this or use Urchin which has a more diluted reporting capability.

All that aside. This is a fantastic book. A deserving 5 starrer.

The flow of this book has been well planned. Clifton starts with what reports can be procured from Google Analytics, giving everyone a quick insight into what kind of information gathering is possible. A really good way to tell you how potent this tool can be. The next section deals with the implementation and how pages can be tracked. Discusses in detail some of the implementation issues like:
Using the same analytics account to monitor diff websites
How to create a local copy of the analytics info

Also includes Advanced Implementation how-to's for E-Commerce websites, online campaign tacking, event tracking. There's also a chapter on hacks. These sections are the most relevant and covers the first 211 pages.

The last section of the books starts with KPI's and discusses the topic in detail with examples related to e-commerce sites, Marketer's KPI's webmaster's KPI's and more. The last chapter also discusses Google Website Optimizer and is a good introduction for newbies.

This book is extremely comprehensive and does a very good job of introducing Google Analytics to both new users as well as experienced one. Javasript code shows up at various places and is definitely helpful as a reference for making quick changes to your website tags.

If you have a website that uses Google Analytics, just go ahead and buy the book. If you're using other analytic tools, this book is a good introduction to what Google Analytics has to offer.

A few standout features of Google Analytics:
Two click integration with Google Adwords. (Two reports : Adwords Campaign, Keyword Positions)
Can be used to track paid search, organic search, links from pdf's, videos, email campaigns etc
Site overlay report (something like a heat map. WebTrends calls this the click density report)
Map overlay report (shows which geographies people are coming in from)
Cross referencing (eg how many visitors from california, which keywords folks from california use)
Site search reporting (From which pages do visitors initiate a search. And which page do they go to. This needs some setting up.)
Event tracking of video files and load times, interactions in the file etc ..

(About Google Urchin: Urchin is a down loadable tool. Its a hybrid tool since it tags as well as processes log files. It can provide bandwidth reports, error page/status code reports, visitor history reports.
Can run behind firewall. Useful for intranets.
Data stored in house, so can be used beyond 25 months.
Google Analytics can analyze a max 5 million pageviews a month. Urchin doesn't have this restriction.

The Disadvantages pertain to the hardware and manpower needed to set up a server, maintain and backup.)

Other References
Companion site for the book: [...]
Scripts are at: [...]
Facebook Group: [...]
Support: [...]
Advanced topics and methodologies: [...]
Blog: [...]

If you want to see pics of what some actual Google Analytics Reports look like, you can check them on my website
2 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Guidance from GA familiarity to expert knowledge 17 août 2010
Par Allison Hartsoe - Publié sur
Format:Broché|Achat vérifié
I found this book very useful. However, it is best for people who are familiar with the basics of web analytics and at least somewhat familiar with Google Analytics. This book is not a starter guide, though it does contain many helpful step-by-step instructions. Instead, it guides the reader to understand the richer, deeper data points one can get from Google Analytics. Along the way, the author points out the subleties that differentiate a person familiar with GA from an expert-level user.

For example, when setting profile filters, it is best practice to only set one include filter. Watch out for the reverse logic which means each data entry must match *every include filter*. An easy mistake to make. The book is loaded with little call out boxes that highlight these important points. This makes it easier to skim and find something you read and not remembered exactly where it was.

As a sidenote, I also own a Kindle, and while I love taking it with me when I travel, I find it harder to go back to find specific points (even with the search feature) than using the hard copy. I know own two copies of many analytics books (hard and soft copies) for this reason!
1 internautes sur 1 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 The Challenge of Acting on Web Analytics 27 juillet 2009
Par Serge J. Van Steenkiste - Publié sur
Format:Broché|Achat vérifié
Brian Clifton, who is deeply involved with web analytics at Google, usually succeeds in his endeavor to make Google Analytics accessible to an audience who is not just made up of webmasters. Chapter 9 called "Google Analytical Hacks" is probably by far the most challenging chapter for a non-technical audience. Mr. Clifton is very straightforward on this subject. He assumes that his readers have an in-depth knowledge of JavaScript.

Whoever reads this book will realize how much data Google Analytics can yield. Of course, data overkill can lead to analysis paralysis. For this reason, Mr. Clifton emphasizes that acting on the data is the single most important aspect of web analytics. Yet it is this that most people do not achieve. Furthermore, Bill Hunt, CEO of Global Strategies International, who Mr. Clifton quotes at the beginning of his book, observes: "Eight out of 10 implementations of web analytics solutions are incorrectly set up." Search engine and web site optimization requires time and resources dedicated to this endeavor.

In conclusion, Mr. Clifton shows with success how web analytics can be used to improve the key performance indicators for one's online success without minimizing the amount of work required to get it done.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Excellent Reference on Google Analytics 24 juin 2008
Par Feras Alhlou - Publié sur
Format:Broché|Achat vérifié
Brian did a fantastic job in his book "Advanced Web Metrics with Google Analytics". The material was very easy to follow and was very well structured.

Web Analysts who are involved in Google Analytics configuration and implementation will find the book very useful. The book covered basic setup and implementation tips as well as best practices and advanced techniques that will allow you to get the most out of Google Analytics.

If you are on the marketing/analytics consulting side, you'll find the book extremely useful as well. I liked the way Brian "segmented" the stakeholders into categories such as webmaster, marketing manager, etc. and recommended metrics and KPIs to address the concerns and needs for each of the stakeholders.

Whether you are on the marketing side or on the technical you'd definitely have an appreciation for the chapter on "Real-World Tasks".

If you are thinking of using Google Analytics, I highly recommend you read this book prior to any implementation work. Or, if you are using Google Analytics already, you definitely want read this book to get the most bang out of what the tool offers.

In our agency, we have added this book to our "must read" list for our Google Analytics technical Specialists and Analytics Consultants!
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