Ebook - Web Analytics: An Hour A Day (Phân tích Web: mỗi ngày một giờ)
Web Analytics An Hour a Day Avinash Kaushik Wiley Publishing,Inc. 30652ffirs.qxd 5/1/07 12:47 PM Page v 30652ffirs.qxd 5/1/07 12:47 PM Page iv Advance Praise Avinash makes the complex, simple. He makes the futile, useful. He makes the dull, alive. You could make this the best hour a day learning what is and isn’t happening in your online business. —B RYAN E ISENBERG , New York Times Best-Selling Author of Call to Action & Waiting For Your Cat to Bark Avinash Kaushik is without a doubt one of the most articulate, bright, and passionate people working in the web analytics industry today. His weblog, Occam’s Razor, is a must-read for anyone trying to make heads or tails of their investment in web analytics, search, or Internet marketing and I have no doubt that Web Analytics: An Hour a Day will be a valuable addition to the existing body of knowledge on the subject of web site measurement. While I was person- ally surprised at the hugely positive response to my first book on the subject, Web Analytics Demystified, I have no doubt that Web Analytics: An Hour a Day will immediately become another “must read” for anyone concerned about the success of their web site. —E RIC T. P ETERSON , author of Web Analytics Demystified and Web Site Measurement Hacks A great book to cover all you need to know about web analytics: inside out. Beyond the pure technical aspects, the book also covers organization issues around web analytics, from recruiting to scaling up your efforts to meet business require- ments. In a nutshell, a complete guide to the art and science of web analytics, from one of the best experts in the field; both beginners as well as practitioners will for sure learn and expand their thinking. If you know Avinash and his well-known blog, his book is for sure a must read! Enjoy! —L AURENT F LORÈS , P H D, F OUNDER & CEO, CRMMETRIX I NC . Avinash’s explanation of how web analytics really works is a salutary reminder that the products are just a way to a means, not the ultimate solution. Getting real value for money out of a web analytics project comes from the brain, not the tools used. This book will help your brain map the right connections in order to reap the benefits of web analytics. Avinash’s writings are visionary and yet hands on, for both newbies as well as seasoned practitioners. If you are serious about web analytics this is a MUST READ. —A URÉLIE P OLS , Manager, Web Analytics Team, OX2 30652ffirs.qxd 5/1/07 12:47 PM Page i Avinash Kaushik writes about web analytics in a clear, absorbing, and insightful way. Web Analytics: An Hour a Day is an essential source for beginners and advanced users, presenting basic terminology and sophisticated practices. The book is structured as a series of conversations, which makes for a pleasant read- ing. Avinash’s book contains tricks of the trade that teach professionals what to measure and how to do it. Most important, it teaches how to turn data into actionable insights. This is a great guide through the web analytics journey! —D ANIEL W AISBERG , Web Analyst, esnips.com 30652ffirs.qxd 5/1/07 12:47 PM Page ii Web Analytics 30652ffirs.qxd 5/1/07 12:47 PM Page iii 30652ffirs.qxd 5/1/07 12:47 PM Page iv Web Analytics An Hour a Day Avinash Kaushik Wiley Publishing,Inc. 30652ffirs.qxd 5/1/07 12:47 PM Page v Acquisitions Editor: W ILLEM K NIBBE Development Editor: C ANDACE E NGLISH Production Editor: S ARAH G ROFF -P ALERMO Copy Editor: S HARON W ILKEY Production Manager: T IM T ATE Vice President and Executive Group Publisher: R ICHARD S WADLEY Vice President and Executive Publisher: J OSEPH B. W IKERT Vice President and Publisher: N EIL E DDE Media Project Supervisor: L AURA A TKINSON Media Development Specialist: S TEVE K UDIRKA Media Quality Assurance: A NGIE D ENNY Book Designer: F RANZ B AUMHACKL Compositor: M AUREEN F ORYS , H APPENSTANCE T YPE -O-R AMA Proofreader: I AN G OLDER Indexer: T ED L AUX Anniversary Logo Design: R ICHARD P ACIFICO Cover Designer: R YAN S NEED Cover Image: © S IMON B ROWN , D IGITAL V ISION , G ETTY I MAGES Copyright © 2007 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada ISBN: 978-0-470-13065-0 No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. 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TRADEMARKS: Wiley, the Wiley logo, and the Sybex logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates, in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any prod- uct or vendor mentioned in this book. 10 9 8 7 6 5 4 3 2 1 30652ffirs.qxd 5/1/07 12:47 PM Page vi Thank you for choosing Web Analytics: An Hour a Day. This book is part of a family of premium quality Sybex books, all written by outstanding authors who combine practical experience with a gift for teaching. Sybex was founded in 1976. More than thirty years later, we’re still committed to producing consistently exceptional books. With each of our titles we’re working hard to set a new standard for the industry. From the authors we work with to the paper we print on, our goal is to bring you the best books available. I hope you see all that reflected in these pages. I’d be very interested to hear your comments and get your feedback on how we’re doing. Feel free to let me know what you think about this or any other Sybex book by sending me an email at nedde@wiley.com , or if you think you’ve found an error in this book, please visit http://wiley.custhelp.com . Customer feedback is critical to our efforts at Sybex. Best regards, Neil Edde Vice President and Publisher Sybex, an Imprint of Wiley Dear Reader, 30652ffirs.qxd 5/1/07 12:47 PM Page vii . their teachings and presence. Mr. and Mrs. Paran- japee and Ms. Lalitha Mishra at Gyan Dham School in Vapi, Professor Narayana and Dr. Ramaniah at MS Bidve. writes about web analytics in a clear, absorbing, and insightful way. Web Analytics: An Hour a Day is an essential source for beginners and advanced users,