In Yahoo! Web Analytics Dennis Mortensen manages to do the impossible by adding real value to our knowledge of web analytics in an already crowded market. His clear language and excellent examples make this book required reading for any web analytics practitioner interested in extending his use of freely-available tools. Dennis is one of the best and brightest in the web analytics industry, and Yahoo! Web Analytics reinforces that with every page.
Dennis doesn't just know what he's talking about, he's built it, grown it, consulted on it, and sold it to Yahoo! Now—finally—he's written the book. Don't let Dennis's smile and positive attitude fool you—he has the proverbial steel-trap mind and doesn't miss a thing. You get the advantage of his insight, his wisdom, and his unerring ability to tell it like it is. He can explain the "why" of web analytics very well but is stellar at showing you the "how." Specific variable settings, actual conversion tracking, and getting the most out of your search marketing dollar—it's all here. If you want to actually derive value from these tools rather than just look at the pretty reports, Dennis lays it all out. This is a book you can count on.
Web analytics is complex, but Dennis prefers things to be simple. As the individual who drove the initial development of Yahoo!'s Web Analytics tool, he managed to conquer mind-numbingly complex issues by presenting them in a simple and useful way. It's no wonder that he did it again with his Yahoo! Web Analytics book. Dennis takes you behind the scenes of this robust web analytics application and explains how to implement it in just about every situation so that you get what you need out of this tool. Whether you use the Yahoo! Web Analytics or not, this book belongs on any serious web analytics professional's desk.
As insightful as it is inspiring, this is the definitive book for making the most out of Yahoo! Web Analytics. It is a guiding light for navigating the solution's capabilities and detailed enough to be a step-by-step guide. And who better than Dennis to write it! It is clear that Dennis has poured his experience from uncountable numbers of client conversations into this work. It is worth the equivalent of 100 hours of consulting from the well-known figurehead behind Yahoo! Web Analytics.
In Yahoo! Web Analytics, Mortensen does more than just give insight, tips, and tricks about the tool—he provides the details about the impact Yahoo! Web Analytics can have on your business with a laser-like focus on moving from data to true business insight and action. It's a must-read for those interested in not only web analytics, but for those interested in improving their business online!
Measurement, testing, and constant improvement are at the heart of all successful online marketing campaigns. This book is a detailed and practical guide to using Yahoo! Web Analytics to turbo-charge your business performance. Dennis is eminently qualified to be your guide—he was instrumental in building the software. Get the book before your competitors do!