Kaushik Avinash. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity

The Web, online marketing, and advertising have been revolutionized in the last few years, yet the approach to using data has remained largely the same as a decade ago. Web analytics thought leader Avinash Kaushik presents the next–generation framework of web analytics in this exciting book that will dramatically enhance the ability of your organization to think smart and move fast.
In this book, Avinash lays out specific strategies and execution models to evolve from simply leveraging clickstream tools to incorporating the insightful elixir of qualitative data, experimentation and testing, and competitive intelligence tools.Sybex, 2009, 504 p.
Language: English1 The Bold New World of Web Analytics 2.0 1
2 The Optimal Strategy for Choosing Your Web Analytics Soul Mate 15
3 The Awesome World of Clickstream Analysis: Metrics 35
4 The Awesome World of Clickstream Analysis: Practical Solutions 75
5 The Key to Glory: Measuring Success 145
7 Failing Faster: Unleashing the Power of Testing and Experimentation 195
8 Competitive Intelligence Analysis 213
9 Emerging Analytics: Social, Mobile, and Video 241
11 Guiding Principles for Becoming an Analysis Ninja 313
12 Advanced Principles for Becoming an Analysis Ninja 357
13 The Web Analytics Career 385
14 HiPPOs, Ninjas, and the Masses: Creating a Data-Driven Culture 407
Appendix About the Companion CD