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Web Analytics: An Hour a Day [Englisch] [Taschenbuch]

Avinash Kaushik
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Kurzbeschreibung

29. Mai 2007
Develop a Successful Web Analytics Strategy
 

 
A Step-by-Step Guide
 

Learn web analytics the right way with this unique, thoroughly modern guide to today's web analytics challenges and opportunities. Written by an in-the-trenches practitioner, this book goes beyond concepts and definitions to challenge prevalent thinking about the field and provide a step-by-step guide to implementing 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.
*
 

Learn the pros and cons of data collection methodologies
*
 

Find out how you can stop counting page views and still get a rich understanding of your customers
*
 

Discover how to identify valuable metrics with the "three layers of so what" test
*
 

Optimize your organizational structure and choose the right analytics tool
*
 

Understand and apply advanced analytics concepts, including SEM/PPC analysis, the power of segmentation, conversion-rate best practices, and others
*
 

Leverage quick-start solutions for blogs and e-commerce, support, and small business websites
*
 

Learn the key ingredients of a great experimentation and testing platform
*
 
Use competitive-intelligence analysis to glean insights and drive actions
 

You'll also find:
*
 

Ten steps to turbocharge your web analytics
*
 

Seven steps for creating a data-driven culture in your organization
*
 

Six ways to measure the success of a blog
*
 

Three secrets behind making web analytics actionable
*
 

Ten signs of a great web analyst
 

Valuable CD Included
 

The innovative CD includes more than three hours of insightful audio podcasts, a 45-minute video, PowerPoint presentations that mirror key topics in the book, and other useful analytics resources.


Produktinformation

  • Taschenbuch: 480 Seiten
  • Verlag: John Wiley & Sons; Auflage: 1. Auflage (29. Mai 2007)
  • Sprache: Englisch
  • ISBN-10: 0470130652
  • ISBN-13: 978-0470130650
  • Größe und/oder Gewicht: 2,6 x 18,9 x 23,1 cm
  • Durchschnittliche Kundenbewertung: 5.0 von 5 Sternen  Alle Rezensionen anzeigen (3 Kundenrezensionen)
  • Amazon Bestseller-Rang: Nr. 82.872 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
  • Komplettes Inhaltsverzeichnis ansehen

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Produktbeschreibungen

Synopsis

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. CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Buchrückseite

Develop a Successful Web Analytics Strategy
 

 
A Step-by-Step Guide
 

Learn web analytics the right way with this unique, thoroughly modern guide to today's web analytics challenges and opportunities. Written by an in-the-trenches practitioner, this book goes beyond concepts and definitions to challenge prevalent thinking about the field and provide a step-by-step guide to implementing 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.
*
 

Learn the pros and cons of data collection methodologies
*
 

Find out how you can stop counting page views and still get a rich understanding of your customers
*
 

Discover how to identify valuable metrics with the "three layers of so what" test
*
 

Optimize your organizational structure and choose the right analytics tool
*
 

Understand and apply advanced analytics concepts, including SEM/PPC analysis, the power of segmentation, conversion-rate best practices, and others
*
 

Leverage quick-start solutions for blogs and e-commerce, support, and small business websites
*
 

Learn the key ingredients of a great experimentation and testing platform
*
 
Use competitive-intelligence analysis to glean insights and drive actions
 

You'll also find:
*
 

Ten steps to turbocharge your web analytics
*
 

Seven steps for creating a data-driven culture in your organization
*
 

Six ways to measure the success of a blog
*
 

Three secrets behind making web analytics actionable
*
 

Ten signs of a great web analyst
 

Valuable CD Included
 

The innovative CD includes more than three hours of insightful audio podcasts, a 45-minute video, PowerPoint presentations that mirror key topics in the book, and other useful analytics resources.

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4 von 4 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Nützlich und leicht verständlich 8. Juli 2008
Von Bibliothekswurm VINE-PRODUKTTESTER
Format:Taschenbuch|Verifizierter Kauf
Ich habe das Buch als Einstieg in die Thematik gekauft. Die Inhalte sind leicht verständlich geschrieben und beinhalten viele Tipps. Der Autor folgt mit dem Aufbau konsequent dem Untertitel "An hour a day" - d.g., alle Kapitel sind so aufbereitet, als ob man jeden Tag eine Stunde für Web Analytics verwenden würde. Das Buch ist dann also nach Wochen und Monaten gegliedert. Das finde ich sehr hilfreich! Wer will, kannnatürlich auch anders vorgehen und sich einzelne Inhalte herauspicken. Man kann wirklichen Nutzen aus dem Buch ziehen, auch und gerade wenn man kein Fachmann in diesem Themengebiet ist.
War diese Rezension für Sie hilfreich?
4 von 5 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Leveraging the power of web analytics 26. Juni 2007
Format:Taschenbuch
I got this book a couple of days ago. It is my first book on web analytics and was definitely great start for me in this field.

If you have a website and are making money from it or plan on making money from it and dont know much about web analytics yet, the following tips I got from the book should help make your website more profitable and thus make the book pay for itself many times over:

- Using internal search analytics to gain important insights about your website's visitors and optimizing for internal searches to improve user experience to make your site more profitable (on average 10% of a website's visitors are using internal search to navigate it according to the author). This one was probably my favorite chapter in the book!

- a link to a (free) demographic prediciton tool that allows you to check how many % of searchers for a keyword/visitors of a (competing) website are male/female + their age distribution.

Obviously such a tool cannot pinpoint the exact percentage, as it analyzes the data from a data sample. I have already checked this by typing in terms such as dress (73% female), dresses (80% female), sewing (73% female), crocheting (82% female, with a low percentage of under 34 year olds and a very high percentage of 50+ year olds - just as expected). I also checked a few URLs such as [...] (67% male) and [...] (78% female)...and think it can give a good tendency.

However, you should also apply common sense and take the insights as tendencies and not as exact values when using this tool to analyze demographic data (which you should do with ANY keyword research tool out there! If youve done keyword research before you should be more than aware of this).
Lesen Sie weiter... ›
War diese Rezension für Sie hilfreich?
5.0 von 5 Sternen Ein toller Mann! 17. Juli 2013
Format:Taschenbuch
Ich habe mich für Avinash Kaushik entschieden, weil er mir von einem Dozenten empfohlen wurde und muss sagen, dass ich sehr zufrieden bin. Nicht nur sein Blog ist unheimlich interessant, sondern dieses Buch auf jeden Fall eine Anschaffung wert für jeden, der sich mit Web Analytics beschäftigt.
Vielleicht ist es nicht besonders praxisnah jeden Tag eine Stunde mit spezifischen Themen zu verbringen, aber die Ideen, die Herr Kaushik in diesem Buch anregt sind auf jeden Fall für Anfänger eine super Guideline und für Fortgeschrittene die Gelegenheit die eigene Todo-List mit seinen Ideen abzugleichen.
Er schreibt zum Großteil leicht verständlich, so dass auch Leser mit mittelmäßigen Englischkenntnissen keine Angst haben müssen, dass es zu kompliziert wird. Jeder, der dann noch halbwegs Ahnung von der Materie hat, wird kein Problem bei der Interpretation haben.
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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com: 4.4 von 5 Sternen  96 Rezensionen
66 von 72 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Turning online data into wisdom 31. Mai 2007
Von Daniel Waisberg - Veröffentlicht auf Amazon.com
Format:Taschenbuch
'Web Analytics: An Hour a Day' describes in an absorbing and insightful way the most important topics for a Web Analyst or any professional related to the management of a website. Topics covered include: basic terminology, tool selection/implementation, online segmentation, conversion rates improvement, competitive analysis, and many others.

The Business trinity, created by Avinash, is a very powerful business process that can radically improve the performance of online efforts. It is also the spirit of the book. Avinash describes the trinity as follows: "The goal of the Trinity mindset is to power the generation of actionable insights. Its goal is not to do reporting. Its goal is not to figure out how to spam decision makers with data. Actionable Insights & Metrics are the uber-goal simply because they drive strategic differentiation and a sustainable competitive advantage (...) The Trinity mindset empowers you to Understand the customer experience so explicitly that you can influence the right customer behavior which will lead to win-win outcomes for the company and its customers."

The book is indispensable to those who want to understand and practice the art and science of web analytics. It is organized in a very friendly way, turning the reading into a pleasant break amid the rush of day-to-day duties; like a challenging conversation. It is rich in examples, facilitating the understanding of the `what', `how', and `why' of online measurement strategies.

I have profited from Avinash's writings in various situations; the practical advices given in the book are clear and bring great results. I warmly recommend reading this book and following the author's blog.
64 von 73 Kunden fanden die folgende Rezension hilfreich
2.0 von 5 Sternen Not analytics ... more data collection 29. Mai 2008
Von Tim Dire - Veröffentlicht auf Amazon.com
Format:Taschenbuch|Verifizierter Kauf
If you buy 'Web Analytics ...' looking for some guidance, or even a few ideas, as to analysis of your internet marketing/sales endeavors, you will be disappointed. This book is about data collection ... nothing more.

To Avinash Kaushik's credit he appears thorough. I did appreciate his flagging the limitations of data collected by the various methods. On the downside the book is repetitive and could have been better ordered. The '... Hour a Day' is appropriate, as that is about all a reader can risk in one sitting. The text makes an arduous read. If better structured, this book could have been half its length.

If I learned one thing, it is this. I'll architect my approach to web analysis, define the data I need, and then recruit an IT type to build the process to collect the data. Having read the book, I now know what data there can be. For this I'm grateful to the author.
28 von 30 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Accessible and Marketing Driven 5. September 2007
Von Bart E. Caylor - Veröffentlicht auf Amazon.com
Format:Taschenbuch
One of the first things that impressed me about this book was the fact that it went beyond what I was expecting to read: how to better read analytics dashboards. What I found was a sophisticated and marketing-oriented book that teaches how to use the available data to create a clear picture of return on investment in the online world. This is more than your typical programming book, this is a marketing book.

Kaushik does a great job with the format. As is the fact with any subject you are committed to knowing, reading the information and applying it in small pieces is the best way to learn. The bulk of the content is arranged by subject and segmented into daily readings allowing you to focus and build upon the knowledge one brick at a time.

The book is easy to read, full of practical application, and one that will be tattered, bookmarked, and referenced often.
25 von 28 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen ISG's Media & Analytics Team gives this book two thumbs way up! 6. Juli 2007
Von ISG Blog - Veröffentlicht auf Amazon.com
Format:Taschenbuch
We here at the ISG media & analytics team have been anxiously awaiting the publication of Avinash Kaushik's book, Web Analytics: An Hour A Day, since we first "met" Avinash at a webinar back in February. Avinash's passion for web analytics was evident throughout the webinar, and we've been subscribers to his blog, Occam's Razor, ever since.

Web analytics is an important part of what we do at ISG. Years of experience in online marketing has reinforced the idea that there's no point in having a website, microsite, or campaign page if you have no idea how it's performing. That's why Avinash's book is a must read for anyone involved in Internet marketing. His book is a great read for anyone from the director of media & analytics to senior analyst to summer intern. Whether you are involved in complex decision-making and web strategies or are looking at conversion rates to provide actionable insights, this book is great for people of all levels of experience, while providing a fresh look at web analytics.

The book is "a step-by-step guide to implementing a successful web analytics strategy." It is meant to be enjoyed over a span of eight months, but you can read it as quickly or slowly as you like. We here at ISG are sharing a couple of copies between us and are relishing each page as we read, so what follows is a summary of the book based on what we've read and reviewed so far.

The book is divided into four parts:

Part I: Foundation
Part II: Trinity Approach
Part III: Implementing Your Web Analytics Plan
Part IV: Advanced Web Analytics "Data in your DNA"

Part I gives a brief history of web analytics, which makes this book perfect for someone just starting out in the field. Avinash takes the time to describe all the metrics that can be analyzed, how they are derived, and how they are useful for web analytics. He focuses not only on the "what" but on the "why" and proposes a new framework called the Integrated Trinity Platform. Part I (19 pages in total) is chock full of information that will give you the background you need for starting your web analytics study or, if you are experienced in the field, propose a new way to think about the role your job plays in your company.

There's also a bonus CD with 5+ hours of podcasts for your listening pleasure, a 45-minute video presentation, PowerPoint presentations, and other useful web analytics resources. And at the end of the book, Avinash directs the reader to two companion websites so that they may continue on their web analytics journey.

The best part about this book is that it is written by someone who is so passionate about web analytics that he is voluntarily receiving no profit from his book: 100% of the proceeds will be donated to the Smile Train and Medecins Sans Frontieres (Doctors Without Borders).
14 von 16 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen The Best Book in Web Marketing? 14. August 2007
Von Amazon Customer - Veröffentlicht auf Amazon.com
Format:Taschenbuch|Verifizierter Kauf
Avinash Kaushik focuses on the key issue: the visitors. Learn what your visitors want and then give it to them. Use analytics, competitive intelligence, and user polls to find out. Many sites focus only on customers (the ones who actually buy) and pretty much ignore the remaining visitors (who make up 60-80% of the traffic). By looking at visitors, you can improve the overall experience, and very likely the conversion rate as well.

Avinash's book is far away the best book on analytics. He has solid experience in using analytics tools at large companies. He also has a degree in engineering and an MBA, so he understands both the technical and the business aspects. The book is a solid presentation of how to use analytics to establish and reach business goals. As you've figured out by now, analytics is not about tracking URLs or auto-generated reports. It's business.

For Kaushik, there are three main strategies: discover the visitors' intentions, compare your website against benchmarks, and use analytics.

The first item is to understand your visitors. Learn what they want. Find out what they are seeking at your website. It's a mistake to focus on conversions; at best only 20-30% of your visitors will convert. If you concentrate on them, you're ignoring 70% of your visitors. To learn their intentions, ask them. Add polls and surveys at your site. Avinash offers several questions to ask your visitors: What are you looking for at our website? Were you able to complete your task? If you were unable to complete your task, please explain why. How can we improve our website to make it more useful for you?

The second item is comparison with your competitors: how are you doing in your industry. It's very nice to say that you have two million monthly visitors, but... compared to your top competitors, is that low? If they're getting one to two million visitors per month, then you're fine. But if they're getting 50 million monthly visitors, you're in trouble. So, find out. Avinash describes two services for competitive information and the features of each. You can find out your competitor's traffic share, level of activity, conversion rates, demographics, and so on. Other tools let you compare the amount of traffic for you and your top competitors. It's all in the book.

The third step is analytics. There is so much useful content in this book that I can't give a short summary. Avinash has solid experience in setting up KPIs and dashboards for dozens of companies and you'll learn how to do this. He describes what is useful, how it matters, and how to use it. He tells you why you should avoid real-time reporting.

A major issue in analytics is the soft numbers. Computers and the web gave us the promise of fully-trackable activity. Web analytics itself implies accurate measurement of data. This turned out to be an illusion. Nearly all of our clients are unaware that the numbers are off by as much as 30%. This is caused by a number of factors: the various analytics tools use different definitions for an event. Users block JavaScript, so tagging can't collect data. As much as 40% of users delete cookies every day. There are tracking problems with Ajax and Web 2.0 sites. And there are many more problems. The book has a clear explanation of log files, tagging, web bugs, and packet sniffing, along with the advantages and disadvantages for each one. You need to understand the technical issues to understand the strengths and limits of your numbers.

Along with describing what to do, Avinash also tells you what to ignore. Analytics is not reporting, so don't deliver reports. Reports are not useful for business decisions. If they want reports, set up automated reporting. Nobody reads these anyway. You should also ignore page views, clicks, and exit pages. These are useless for business decisions. It sounds very nice to say you have four million monthly page views, but so what? What matters is the visitors' intentions and your KPIs.

Avinash doesn't shy away from bold statements. He points out that analytics is interpretation and recommendation. But expensive analytics tools (which cost $50,000 to $100,000 per year or more) can simply be report-generating engines for your company, unless you have mastered their complexity. With tools like ClickTracks Analytics (which costs $90 per month) and Google Analytics (which is free) you can get all the reporting you want at a very low price. This allows you to invest in people or getting help from external consultants to move from reporting to doing analysis. You can even use both ClickTracks and Google Analytics. Google Analytics uses tagging and ClickTracks uses log files (or tagging); ClickTracks is good for SEO and Google Analytics is good for PPC. Each has features that the other is not capable of producing. By using easier tools, you can focus on the business goals instead of using the tool.

He also brings up the problems with Web 2.0. We have a number of Web 2.0 clients. How do you use analytics in a Web 2.0 world? On Web 2.0 sites, the concept of page views is irrelevant, because Ajax and Flash tools don't require a new page or a page refresh. There are lines of code from Google that allow you to track JavaScript events in Google Analytics. His book is current enough to discuss these issues.

A number of chapters are recommendations from Avinash: what is important? What is useful? What can you ignore? What is useless? He includes a list of best practices. The recommendations are extremely useful. That's why he is asked by Fortune 200 companies to help them with their analytics strategy. The same advice is in this book.

Avinash Kaushik's book is easily one of the best books for analytics, SEO, PPC, SEM, or the web industry. If you read only one book on web commerce, this is the one.
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