Author: Avinash Kaushik
Publisher: Wiley India Pvt. Ltd.
After laying a strong foundation to the subject of Web Analytics in first 5 chapters, the book proceeds further to provide a practitioner's perspective of what it takes to be successful at web analytics. Author who is a well known authority on this domain is lays out a day by day action plan on each day to establish an effective Web Analytics program in 8 months. The scope of this book is pretty vast covering topics like Concepts, Data Analysis, Search Analytics, Measuring Email and Multichannel Marketing, Website Experiment and Testing, Competitive Intelligence and Web 2.0 Analytics. The author lays high stress on taking a customer centric approach towards web analysis. He warns us of several pit falls like totally relying on Clickstream data like page views, path anlaysis etc. He strongly recommends developing a Trinity Approach which focuses on fundamental understanding of the customer experience, so that one can influence the optimal customer behavior which leads to win-win outcome for both customer and the service provider.
A fairly comprehensive book on Web Analytics which evolved out of Author's postings on his popular blog Occam's Razor.
The book is accompanied by a very useful CD which has several presentations and podcasts based on the content of the book.
The book is written in a very easy to understand manner. I strongly recommend it to anyone who wants to develop a good understanding of web analytics.