Google Analytics Book

Web analytics books and resources

Whitepapers by Brian Clifton

This 19 page vendor agnostic document details every possible accuracy consideration for on-site web analytics tools such as Google Analytics, Omniture, Webtrends etc., and how to mitigate these and get comfortable with your data.
>> Undersanding Web Analytics Accuracy

 

 

When it comes to tracking offline marketing campaigns, many marketers are unaware of the potential of using their existing web analytics tool to measure success. In this PDF whitepaper I describe how to use four techniques with Google Analytics ? two technical (redirection) and two non-technical ? for measuring the success (or not) of your offline marketing campaigns.
>> Tracking Offline Marketing Campaigns with Google Analytics

 

Highly recommended reading These are all books that I have read and over the years. They have helped me to learn and develop skills for understanding the web, its measurement and web site analysis. They have influenced my thoughts and solidified my own personal vision...

Don't Make Me Think! By Steve Krug (pronounced Kroog) This is an excellent, humorous, easy to read book which was one of those light bulb moments for me. If only I could write as well as this...!

SEO Best Practice Guide By Dave Chaffey, Chris Lake and Ashley Friedlein Comprehensive SEO Best Practice Guide presented as a 300 page ebook. Updated regularly with free PDF sample for download.

Web Analytics: An Hour a Day by Avinash Kaushik - a big picture approach to web analytics, where it fits in and what you can do with the information

Purple Cow: Transform Your Business by Being Remarkable by Seth Godin A very easy to read and engaging book (you can literally read it on a plane trip!). However, that doesn't detract from the skill that Seth has at illustrating, with great case studies and in very simple terms, how the world has changed since the web came along. An inspiring read even for people who have seen it all...

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions by Tim Ash An excellent book that walks you through the theory of testing (A/B and multivariate), but more importantly shows why this is so important with some great case studies.

Not a book, but I am a big fan of E-Consultancy. The quality of their reports and the people that produce them is excellent. A great resource for digital marketers and one I refer to in the book and in numerous posts/presentations.

Other recommended reading

• Actionable Web Analytics: Using Data to Make Smart Business Decisions by Jason Burby and Shane Atchison - Another recently published book that is on my bed side table and is next on the reading list...
• Call to Action: Secret Formulas to Improve Online Results by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis Amazon says: "An overview of the principles and tactics of conversion rate marketing."
• Web Metrics: Proven Methods for Measuring Web Site Success by Jim Sterne Amazon says: "Why you should measure, how to measure and then what to do with the results. From the highly respected Web Analytics guru."
• Web Analytics Demystified: A Marketer's Guide to Understanding How Your Web Site Affects Your Business by Eric T Peterson Amazon says: "Peterson collates a whole range of existing material and presents it as a practical and comprehensive guide for website operators." Available from Amazon US Only.
• Waiting For Your Cat to Bark: Persuading Customers When They Ignore Marketing by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis
• Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site by Bill Hunt, Mike Moran Amazon says: "A comprehensive explanation of search engine marketing"
• Winning Results with Google Adwords by Andrew E. Goodman Amazon says: "How to create a profitable ad campaign using online marketing, paid search, targeting, and leveraged branding."
• Google Power by Chris Sherman I considered myself a Google power user, yet this book taught me a few good tips.