Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity (Anglais) Broché – 27 octobre 2009
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Note: CD–ROM/DVD and other supplementary materials are not included as part of eBook file.
Quatrième de couverture
Seth Godin, 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
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The latter was a hard core offering that covered all aspects of the subject.
2.0 is a more general book that covers a wide range of topics related to and around Web Analytics.
The coverage of Social Media and Mobile analytics is sparse and that's my only gripe. Considering that both topics are quite hot and that Social Media has gained maturity it would have been helpful to have both these covered in depth. That said the book is pretty robust in its coverage of a wide mix of topics. The list of tools mentioned is also quite exhaustive.
· Paid Web Analytics providers are better than the free ones if you need advanced reporting. The other reason is that the paid tools integrate well with other allied offerings/tools. (A project that I'm working on validates both these points)
· Data needs to be actionable. No point collecting old data if the business cannot use it
· Keep an eye on the competition using Google Insights For Search(contains search keyword data on[...] only), Google Trends (contains broad web usage data), Compete, Hitwise. Also check Google Ad Planner and Quantacast since both use self reported data. Most analytics tools now allow you to benchmark against specific verticals.
· Use tools like page level/site level surveys to gather user feedback(kampyle, uservoice, opinionlab). The Voice of the Consumer is necessary to fill in the gaps
Now if only we could get key sales and marketing folks to read this book and understand how much data is there for them to use
Web Analytics: Omniture, WebTrends, CoreMetrics, Google Analytics
Mobile Analytics: Bango Analytics, [...], [...]
Experimentation and Testing: Google Optmizer, Omniture Test and Target, Optimost, Sitespect
Voice of the Customer: 4Q, iPerceptions, ForeseeResults, Ethnio
Competitive Intelligence: Google Insights For Search, Google Trends, Compete, Hitwise, Technorati, Google Ad Planner, Quantacast
Analytics Tags Audit: SiteAudit(ObservePoint)
SEO gaps, Web Application Performance Management, more : Maxamine, Coradiant
Page level/site level surveys to gather user feedback: Kampyle, Uservoice, Opinionlab
Usability: Ethnio, Usertesting
Analyze Actual Online Experiences: Tealeaf, Clicktale
Information Architecture: OptimalSort, [...]
Visual heat maps: Feng-gui.com, Crazyegg
Keyword Analysis: Google Adwords Tool, Wordtracker, KeywordSpy
Onsite Behavior Targeting Platforms: Audience Science, kefta, Netmining, BTBuckets(free)
Paid Search Tools: Marinsoftware, Kenshoo, ClickEquations
For this and other Web Marketing articles, my blog: [...]
What impressed me from the get-go is the obvious enthusiasm for the topic. Avinash Kaushik is clearly a guy having fun, and it shows. This could be a rather dry subject (it is, after all, a lotta numbers), but Mr. Kaushik made it easy to understand.
And he also impressed why it's so vital. ROI is key, and anyone who can show ROI (and show it quickly, and without too much invested pain) will be able to get and keep a job these days. But he also showed how to actually, (somewhat) objectively measure it. Not guess at it and not hint at it, but actually know it, as well as we can know anything. And this is very powerful.
Far too often, social media jobs focus just on tools. It's all about how adept you are at tweeting, etc. And while that's important, it's only one portion of the big picture. It's also got to be about content, it's got to be about reach (SEO). It's got to be about design and usability. And the underpinning to all of it is measurements. For even with a perfectly beautiful website with awesome SEO and design, it doesn't matter much if conversion isn't measurable.
Mr. Kaushik shows how to measure conversion, and so much more. This book is truly a worthwhile read, whether you are getting started or are an old pro. I can't say enough good things about it.
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