Web Analytics 2.0
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AVINASH KAUSHIK
KAUSHIK
SERIOUS SKILLS.
Web Analytics
2.0
Shift to Data-Driven Decision Making and
Leverage the Complete Power of All Web Data
Web Analytics
2.0
THE ART OF ONLINE ACCOUNTABILITY
& SCIENCE OF CUSTOMER CENTRICITY
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THE ART OF ONLINE ACCOUNTABILITY
& SCIENCE OF CUSTOMER CENTRICITY
[]
INSIDE
Your Google AdWords™
Gift Card Worth $25
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 specifi c strategies and execution models to evolve from simply lever-
aging 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, identifi es traps, and reveals
specifi c, simple and advanced methodologies to transform your thinking, making this book the
ultimate guide for all web professionals.
Avinash Kaushik is the author of the leading research & analytics blog Occam’s Razor. He is also the Analytics Evangelist for Google and
the Chief Education Offi cer at Market Motive, Inc. He is a bestselling author and a frequent speaker at key industry conferences around
the globe and at leading American universities. He was the recipient of the 2009 Statistical Advocate of the Year award from the American
Statistical Association.
The author donates all proceeds from his books to two charities,
The Smile Train and The Ekal Vidyalaya Foundation.
www.sybex.com
www.webanalytics20.com
COMPUTERS/Internet/ecommerce
$39.99 US
$47.99 CAN
• 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
• Profi t 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 fi elds 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
ISBN 978-0-470-52939-3
“Analytics is vitally important, and
no one explains it more elegantly,
more simply, or more powerfully
than Avinash Kaushik. Consider
buying up all the copies of this
book before your competition gets
a copy.”
—Seth Godin, author, Tribes
“Lots of companies have spent
lots o
f 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 on-
line 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 fi re half of
the CEOs that they’ve funded.”
—Guy Kawasaki, Co-founder
of Alltop & Garage Technology
V
entures
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