Other Reading Material
Whitepapers by Brian Clifton
- Understanding Web Analytics Accuracy – PDF (related post, related post)
**Most popular download. This 14 page 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. Vendor agnostic. [other whitepapers]
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…
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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…! |
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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. |
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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 |
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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… |
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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. |
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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.
Other whitepapers by Brian Clifton
- Web Analytics Data Sources – PDF
This is an 11 page pdf describing the different data collection techniques used by various web analytics vendors (tags, logfiles, hydrids, packet sniffers, web server APIs). Includes vendor comparison chart, though with so much consolidation in the industry these days it is looking a tad out of date (2008). Useful for historic info… - How Search Engine Optimisation (SEO) Works – PDF (related post)
This whitepaper has been around since 2002 with over 10,000 downloads, this 16 page document is a primer for anyone wishing to understand the intricacies of SEO and was a foundation module for the University of British Columbia web analytics course in 2005/6. Put at the bottom of this page as its in need of an urgent update to take into account blended search and the impact of social network sites.
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