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Avinash Kaushik - Web Analytics: An Hour a Day

Web Analytics: An Hour A Day is the first book by an in-the-trenches practitioner of web analytics. It provides a unique insider’s perspective of the challenges and opportunities that web analytics presents to each person who touches the Web in your organization. Rather than spamming you with metrics and definitions, Web Analytics: An Hour A Day will enhance your mindset and teach you how to fish for yourself.

In Part I, Avinash explains why traditional web analytics is dead and introduces the Trinity mindset and strategic approach for web analytics. He then details the data collection options at your disposal for robust analytics and the pros and cons of each methodology (such as clickstream, outcomes, research, and competitive data). He concludes Part I with a deep dive into qualitative data and its critical role in any web analytics program.

In Part II, Avinash provides insights that will challenge your knowledge of what it takes to create a successful web analytics program. He covers customer centricity, optimal organizational structure, how to identify great analysts, and his (now famous) 10/90 rule of web analytics. From his experience, he outlines radical strategies for how you should select the left tool for your company (while saving money and peace of mind) and identify truly valuable metrics with his "three layers of So What?" test. He concludes Part II by providing a fresh perspective on some of the most common web analytics reports that you'll never look at in the same way again.

Avinash then discusses the three secrets behind making web analytics actionable and, in his clever, engaging, and thought-provoking style, debunks leading myths—about path analysis, conversion analysis, and real-time data, for example.

Finally, Avinash highlights seven specific steps you can take to create a data-driven decision-making culture in your company and then discusses such advanced analytics concepts as statistical significance, SEM and PPC analysis, the power of segmentation, complex yet insightful pan-session metrics, 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, Silicon Graphics Inc., and DHL.

The book includes an innovative CD that includes more than five hours of insightful audio podcasts, a 45-minute video, PowerPoint presentations, and other 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.

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

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