Web Analytics: An Hour a Day (英語) ペーパーバック – 2007/6/5
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Written by an in-the-trenches practitioner, this step-by-step guide shows you how to implement a successful Web analytics strategy. Web analytics expert Avinash Kaushik, in his thought-provoking style, debunks leading myths and leads you on a path to gaining actionable insights from your analytics efforts. Discover how to move beyond clickstream analysis, why qualitative data should be your focus, and more insights and techniques that will help you develop a customer-centric mindset without sacrificing your company’s bottom line.
Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.
Avinash Kaushik is the author of the highly rated web analytics blog Occam's Razor (www.kaushik.net/avinash). He is an independent consultant and currently the Analytics Evangelist for Google. Prior to that he was the Director of Web Research & Analytics for Intuit, where he was responsible for the business, technical, and strategic elements of the analytics platform that supported more than 70 Intuit websites. Avinash is a frequent speaker at such conferences as Emetrics Summits and Ad-Tech, and he is often quoted in the media as a web metrics expert.
Avinash is donating all proceeds from this book to two charities, The Smile Train and Doctors Without Borders.
This is marketing at its best; I ended-up buying two different versions of the same book without knowing it!
What's even crazier is that there is no reference to this book in the new edition.
The die-hard fans may argue that they are different books; but, you'll find repeated content and points when you read both of them.
If you are planing on buying one or more books; please make sure your are "not" buying this edition.
I wish amazon would remove this edition from its inventory; or at-least stop bundling and up-selling it with other purchases.
BTW, here is the link to his second edition:
NOTE: This was published May 29th 2007, I read it in 2016/2017.
The tone of the book was perfect; It was professional with a splash of humor here and there. The humor really helped me to stay engaged in the reading.
The information itself is really helpful. Like I said above, some of it is outdated, but many, many times I found myself jumping on my computer to try something that the text suggested. There is a lot of really great insight in this book!
Some of the main topics and passages that really stuck with me include:
* Analysts must have a customer-centric view that enables them to think like customers.
* Customer-centric web design is key- you must shift from "the site visitor needs to do what I want them to do" to "the site visitor is doing whatever they wanted to do" and having success.
* Report creators and analysts are different- the ability to see the big picture is what an analyst does.
* Everything starts with objectives and desired outcomes; "Tell me your objectives and I'll tell you what insights I can provide with the data I have."
* The upward trend in user wariness with paid campaigns puts the focus back on SEO.
* Data will never tell you the why.
* A dashboard=1 single page, any long and that's a report.
* PPC can deliver visitors, but often it comes at a great cost and is suboptimal for building long-term relationships with customers... you are "renting" traffic.
* "In reality, a while bunch of traffic for most websites comes from the top 20 or so key phrases."- are you optimizing for those 20?
* The three greatest survey questions ever: 1) What is the purpose of your visit to our website today? 2) Were you able to complete your task today? 3) If you were NOT able to complete your task today, why not?
Tips I also loved included:
* The So-What Test: Ask every metric that your report on the question "So what? three times. If you don't get an answer by the third ask, you have the wrong metric.
* Check "PPP Campaign Cannibalization Rates" to make sure you aren't paying for traffic you already got organically in the past- test by going dark with PPC.
* Not every visitor is there to buy, so don't focus on single-goal or website travel funnels. That's not how people make decisions.
Please keep in mind that these are only the lessons and URL's that really stood out to me. This book is full of hundreds of others.
I would highly recommended purchasing this book so you can highlight and add tabs to mark important pages that you want to go back to again later on!
As I mentioned it took me six months to make it through this whole book. The problem wasn't the wealth of knowledge, but reading through it I constantly found myself stopping to take notes and try out things that are mentioned. Never have I read a book quite like this that packs so much knowledge in a way that I constantly find myself learning so much and wanting to make notes every few pages.
Web Analytics An Hour A DayAvinash really strives for this book to be able to stand the harsh test of web time (where a year is an eternity) and does a surprising good job of making it practical even as it's a few years old and will continue to be relevant going forward. The truth is this book is designed to be consumed over a long period of time as the chapters are broken down to be consumed one a month with actionable and learning assignments given throughout. The first few chapters focus on explaining how to build a successful strategy and the fundamental things you need to know about web analytics then dig right into monthly chapters starting with "Month 1: Diving Deep into Core Web Analytics Concepts" all the way through "Month 8 and Beyond: Shattering the Myths of Web Analytics". This practical tomb packs so much punch into its pages that I'm sure it will stay on my desk for a long time as a great reference piece.
Be warned that "Web Analytics: An Hour a Day" is not a casual read nor is it for someone without a hunger for numbers and data. Bottom line is that if you are truly interested in the field of Web Analytics this tomb is your Holy Grail. I've already written quite a few posts simply from the applied knowledge I've learned from this book and I think anyone that chooses to read it will no doubt come away with tons of practical nuggets themselves.
Oh and did I mention the best part is that all proceeds for this book are donated to a couple charities that Avinash has choosen! So go get your learn on and feel good about donating to a good cause by buying this piece of work that will only make you a more intelligent and better informed individual.