Other Reading Material
Whitepapers by Brian Clifton
- Increasing Web Analytics Accuracy – PDF (related post, related post)
This 14 page document describes the accuracy limitations of on-site web analytics tools and how can you mitigate these and get comfortable with your data. Importantly, it is vendor agnostic. That is, with a best practice implementation of your web analytics tool, you can get very precise visitor data. - 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 Includes vendor comparison chart, though with so much consolidation in the industry these days it is looking a tad out of date (2008).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)
Updated for its 8th year in circulation 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.
Highly recommended
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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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. |
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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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Google Power by Chris Sherman I considered myself a Google power user, yet this book taught me a few good tips. |
Other recommended reading
- Google Analytics O’Reilly Short Cut (ebook, 89 pages)
by Justin Cutroni – An excellent detailed installation guide for Google Analytics – BClifton. - 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."
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