Web analytics 2.0
by Avinash Kaushik · first published 2010
83% recommend17% neutral
Why HN recommends it
Practical guide to defining business goals and measuring online success, with clear, easy-to-read explanations and worked examples; suited to marketers, analysts, and anyone wanting a framework for web metrics.
Summarised by Claude from recommending comments
Written by an in-the-trenches practitioner, this step-by-step guide shows you how to implement a successful Web analytics strategy. Web analytics expert Avinash Kaushik, in his thought-provoking style, debunks leading myths and leads you on a path to gaining actionable insights from your analytics efforts. Discover how to move beyond clickstream analysis, why qualitative data should be your focus, and more insights and techniques that will help you develop a customer-centric mindset without sacrificing your company's bottom line. Note: CD-ROM/DVD and other supplementary materials are not inc
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…'product managing' for 4 years now in NYC and haven't found very many books useful. Here are a few: -Getting Real / Rework (37 signals) - Build a lean product -Don't Make Me Think - Usability 101 -Web Analytics 2.0 - Metrics are your best friend -Viral Loop - Great companies and how they did it -Delivering Happiness - Last 50 pages are phenomenal for building your company's "culture"
on “Top Product Management Books?” ↗There are two great books for you: 1. Web Analytics 2.0, by Avinash Kaushik. He's the Analytics evangelist at Google and his book is very easy to read. Start here. He also keeps a blog: http://www.kaushik.net/avinash/ . The archives are a gem of a resource.…
on “Ask HN: Google Analytics for Startups?” ↗…engineers build great testing tools that work well w/ your analytics engine, then segment + comb the data for patterns that shape the direction of the company. (see: http://www.kaushik.net/avinash/ and buy "Web Analytics 2.0" from Amazon for more info) -Become very familiar with A/B split testing and other forms of automated online testing. Try to gain an understanding of adwords as well so you can send targetted users to…
on “Ask HN: Who's hiring non-developer/designer positions?” ↗Avinash Kaushik's stuff is great - http://www.kaushik.net/avinash/ And his books are also excellent - he's written "web analytics 2.0" and "web analytics - an hour a day"
on “Ask HN:Books/sites on analytics” ↗- Programming in Scala by Odersky - The Data Warehouse by Kimball - Web Analytics 2.0 by Kaushik - Quality Score in High Resolution by Danuloff
on “Ask HN: What's on your summer reading list? ” ↗…course, if you are really ambitious you could reach out to him and others in the industry to find out a niche. Web Analytics: An Hour a Day: http://www.amazon.com/Web-Analytics-Hour-Avinash-Kaushik/dp/... Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity: http://www.amazon.com/Web-Analytics-2-0-Accountability-Centr...
on “Ask HN: Advice about diving into web analytics?” ↗You might want to follow Avinash Kaushik (hopefully I wrote it right), his blog is quite popular and for very good reasons: http://www.kaushik.net/avinash/ His book, Web Analytics 2.0, is an eye opener in terms of defining your own goals and processes, highly suggested.
on “Advanced Google Analytics for Startups” ↗Avinash Kaushik's books "Web Analytics: An Hour a Day" (beginner) and "Web Analytics 2.0" (advanced) are often recommended as accurate and comprehensive no-nonsense books. On the more general topic of SEO, there is seomoz's beginners' guide [1]. [1] http://www.seomoz.org/beginners-guide-to-seo
on “Seer SEO Toolbox” ↗…http://www.amazon.com/Confessions-Advertising-Man-David-Ogil... However, I cannot stress enough the role of analytics in modern business strategy/marketing and Kaushik's book is the best: http://www.amazon.com/Web-Analytics-2-0-Accountability-Centr...
on “Ask HN: Dev promoted to more strategic role in startup. What literature?” ↗It's a good book to use as reference. Such as should I do x or y. Easy to read, and with well explained examples. Great book to sit along with Web Analytics 2.0.
on “The Art of SEO” ↗I'm not sure that it exactly qualifies as marketing, but Avinash Kaushik's "Web Analytics: An Hour A Day" is really great on how to design for and think about project metrics on the net, which in my experience is one of the biggest advantages that the great guys are holding.
on “Ask HN: Are there any good Internet marketing books?” ↗Worth reading if for nothing other than this insight: "Settle arguments with A/B testing and Web Analytics. (Avinash Kaushik calls this getting rid of the influence of the HiPPOs: Highest Paid People in the Organization.)" (Then again my worst problems with HiPPOs were of the low level architectural type…
on “Lessons from Amazon's Success” ↗https://www.amazon.com/Web-Analytics-2-0-Accountability-Cent...
on “Ask HN: Any highly recommended reading for Google Analytics?” ↗…theoretically possible to segment out the groups that only viewed a single page and spent only a few seconds on the site, it's just inconvenient to set up if that's not the default. In Kaushik's book, Web Analytics an Hour a Day, he defines bounce rate as "The percent of traffic that stayed on your website for fewer than 10 seconds." So that's probably why he's so keen on bounce rate, using his definition you avoid…
on “Measure what is relevant: A critical look at bounce rates” ↗