About the book
Avinash Kaushik, a web analytics practitioner, sets out a step-by-step plan for building a web analytics strategy, arguing that traditional web analytics is dead and that analysis must move beyond clickstream data. He maps the data landscape of clickstream, outcomes, research and competitive data, and urges a customer-centric approach using lab usability tests, heuristic evaluations, site visits and surveys. Other chapters cover the 10/90 rule, hiring analysts, choosing tools and the choice between web logs and JavaScript tags. Week-by-week programs work through foundational metrics and reports, internal site search, search engine optimization, pay-per-click, email and multichannel marketing, and testing. The book dates from 2007.
MTH Digital owner Raluca Radu named it among the business books she considers essential, in an interview.
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This book has 1 recommendation
Recommended by Raluca Radu (Owner/MTH Digital)
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