Whitepapers by Brian Clifton

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…

    krug.jpg 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…
    Econsultancy.com 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

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 Includes vendor comparison chart, though with so much consolidation in the industry these days it is looking a tad out of date (2008).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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