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Advanced Web Metrics with Google Analytics (Sybex, 2008), by Brian Clifton. Technical documentation of Google Analytics with details on filters and configuration. A must-have book for Google Analytics. Web Analytics: An Hour a Day (Wiley Publishing, 2007), by Avinash Kaushik. The author is the Analytics Evangelist for Google. Avinash focuses on analytics as part of business. This is the best general book on analytics.
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CHAPTER 3: Analytics
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Google Analytics Short Cut (O Reilly, 2007), by Jason Cutroni. For advanced users, this e-book has lots of details about filters, regex (regular expressions), e-commerce configuration, and so on. Actionable Web Analytics (Wiley, 2007), by Jason Burby and Shane Atchison. A useful hands-on guide to analytics in e-commerce. Multichannel Marketing (Sybex, 2007), by Akin Arikan. An overview of methods in multichannel marketing. The author is a senior manager at Unica. Forrester Research is writing a series of well-researched articles. Titles include The Business Case for Web Analytics (August 2006), Where to Get Help with Web Analytics (December 2007), Google Analytics Brings Basic Web Analytics to the Masses (September 2007), Omniture Delivers Powerful Web Analytics for Large Enterprises (September 2007), ClickTracks Offers Data Visualization and Basic Analysis (September 2007), HBX Analytics Offers an Easy-to-Use Tool for Business Users (September 2007), The Web Measurement Planner s Checklist (April 2007), and Five Tips for Web Analytics Success (June 2006). Web Analytics for Dummies (Wiley, 2007), by Pedro Sostre and Jennifer LeClaire. A basic guide to analytics. Web Analytics Demystified (Celilo Press, 2004), by Eric Peterson. The author has worked at top analytics companies and uses all of the major tools. (See WebAnalyticsDemystified.com.)
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As more books appear, we will review them at our website.
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Organizations and Trade Shows
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The analytics industry is fortunate to have a professional association. You should consider membership.
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Web Analytics Association The central resource for the analytics industry. You can find information, events, conferences, and job postings. Certification is also available (Stephanie Cota, coauthor of this book, is on the analytics certifications committee). See WebAnalyticsAssociation.org for more information. Emetrics Summit Trade show for the analytics industry. See Emetrics.org for more information.
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Search Engine Marketing
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Courses and Training
There are several opportunities for training in analytics:
Online courses at the University of British Columbia, offered in partnership with Web Analytics Association (http://www.tech.ubc.ca/webanalytics). Omniture offers certification (http://www.omniture.com/en/education). Training in analytics, KPIs, online business strategy, and multichannel marketing (http://www.Insider-SEM.com).
Conclusion
The analytics industry is headed toward consolidation and standardization. Just as Salesforce is the tool for CRM and Microsoft Excel is the standard spreadsheet for accounting, a few large companies will offer full suites of analytics tools along with integration to subvendors and services. This will allow partners, suppliers, agencies, contractors, and so on to collaborate on marketing projects and share data and results. Analytics tools are becoming proactive. They include automated decisionmaking capabilities. PPC campaign management tools allow you to design rules to manage keywords based on performance. If a keyword is producing sales, it will adjust the bid to the optimal position. If keywords and ads are performing above-average in Yahoo!, the tools could also automatically copy those into Google and Microsoft PPC and test them as well. Bid automation will be added to other channels. Through Google, you can place bids on ads in radio, TV, and newspapers, so why not automate the bid management for those channels As the bidding model spreads throughout the advertising industry, the analytics tools will add the ability to manage those bids according to business goals and revenue data. That opens the ability for automated marketing management across multiple channels. Ad placement could be automatically managed across thousands of newspapers, radio stations, and TV stations around the world, in dozens of languages, wherever the audience responds favorably. Automation is extending into webpage optimization. Multivariate tools and A/B split testing tools can quickly find a combination that works better, but those tools require that you select the winning combination. By adding automated decision-making, the tool can select the best combination. But it s clear that one combination doesn t fit all customers, so an automated page optimization tool will generate pages for different types of visitors,
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