Web analytics expert Avinash Kaushik goes beyond web analytics concepts and definitions to provide a step-by-step guide to implementing a successful web analytics strategy. His revolutionary approach to web analytics challenges prevalent thinking about the field and guides readers, step-by-step, to a solution that will provide truly informed and actionable insights.
In Part I, Avinash explores the web analytics field and where it’s going. He then outlines current challenges and solution sets and explores data collection options as well as clickstream, outcomes, research, and competitive data. In Part II, Avinash shows how to start the analysis process, encouraging readers to solve for business questions and identify truly valuable metrics with his “three layers of so what?” test. He then discusses the importance of qualitative data and, in his clever, engaging, thought-provoking style, debunks leading myths—about path analysis and conversion analysis, for example. In Part III, Avinash guides readers to a successful web analytics strategy and implementation month by month, day by day, and hour by hour.
A quick-start guide is followed by increasingly advanced and crucial analytics topics, such as identifying key opportunities, setting benchmarks and goals, key ingredients of a great testing and experimentation platform, succeeding with rich-internet application analytics, creating a useful dashboard, and measuring multi-channel revenue. Finally, Avinash discusses such advanced analytics concepts as statistical significance, SEM and PPC analysis, the power of segmentation, and conversion-rate best practices. Sprinkled throughout the book are real-world examples drawn from Avinash’s experiences as an analytics professional at Intuit, DirecTV Broadband, Silicon Graphics Inc., and DHL. The innovative CD will include podcasts, PowerPoints, and useful web analytics resources. 'Web Analytics: An Hour A Day' is the ultimate resource for anyone needing a step-by-step, task-based guide to creating and maintaining a modern web analytics strategy and framework.
