Web Analytics 2.0: The Art Of Online Accountability & Science Of Customer Centricity 9780470529393 网盘下载 pdf 免费 2025 在线 epub 电子版

　　Adeptly address today's business challenges with this powerful

new book from web analytics thought leader Avinash Kaushik. Web

Analytics 2.0 presents a new framework that will permanently change

how you think about analytics. It provides specific recommendations

for creating an actionable strategy, applying analytical techniques

correctly, solving challenges such as measuring social media and

multichannel campaigns, achieving optimal success by leveraging

experimentation, and employing tactics for truly listening to your

customers. The book will help your organization become more data

driven while you become a super analysis ninja!

向数据驱动型决策转变以及如何利用网站数据来获得竞争优势。

在过去几年中，互联网、在线营销以及广告经历了巨大的变革，然而大家处理数据的方式跟几十年前相比还是大同小异，停滞不前。网站分析领域的领跑者avinash

kaushik通过《精精通Web Analytics

2.0：用户中心科学与在线统计艺术》提出了下一代网站分析的框架，将能很大程度地帮助你提高组织的能动性和对市场的反应速度。

在《精通Web Analytics

2.0：用户中心科学与在线统计艺术》中，avinash将点击流网站分析工具与定性数据、测试与试验以及竞争情报工具相结合，从而推演出详尽的网站战略以及操作层方案。

在他的本畅销书《精通web

analytics——来自专家的*web分析策略》（清华大学出版社引进并出版）中，avinash给出了很多基于行业的经验总结，而在《精通Web

Analytics

2.0：用户中心科学与在线统计艺术》中，他进一步阐述了如何去衡量、分析目前互联网上出现的新技术和应用，并在此基础上快速行动。这些新技术和应用包括：社交媒体、视频、移动互联网以及用户为中心的设计等。作者通过对传统方法的改造，对互联网数据进行抽丝剥茧般的分析，提出了具体、简单以及更先进的方法。如果你想成为网站分析专家，《精通Web

Analytics 2.0：用户中心科学与在线统计艺术》将是你的*选择。

《精通Web Analytics 2.0：用户中心科学与在线统计艺术》主要内容

寻找解决方案来应用那些艰巨的挑战，包括多渠道分析、多触点营销活动归因分析等

定量化网站的整体价值，如衡量电子商务、非电子商务、b2b网站的宏观与微观转化

从分析方法角度重新思考搜索的三个方面：站内搜索、付费搜索以及搜索引擎优化

通过定义组织中相关的kpi，从而建立动导向的企业仪表板

互联网*领域的分析方案，如博客、移动互联网以及富媒体分析等

通过测试与试验来建立真正的以用户为导向的改进与创新

塑造数据驱动型的领导与组织，提出成为分析专家所需要的技能与知识

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　　Avinash Kaushik is the author of the leading research & analytics blog Occam's Razor. He is also the Analytics Evangelist for Google and the Chief Education Officer at Market Motive, Inc. He is a bestselling author and a frequent speaker at key industry conferences around the globe and at leading American universities. He was the recipient of the 2009 Statistical Advocate of the Year award from the American Statistical Association. Avinash donates all proceeds from his books to two charities, The Smile Train and the Ekel Vidyalaya Foundation.

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ditto for folks who define engagement as the number of repeat visits by a visi-tor. in this past week, i visited www.lenovo.com eight times because lenovo decided to stop supporting system Update. i was stressed and frustrated because i had to locate drivers for my ThinkPad X301 by using its suboptimal internal site search engine! how do you distinguish those visits from someone who visits the lenovo site regularly to learn about the latest products and updated features?

life is about tak- ing action, and if your work is not driving action, you need to stop and reboot.

需要报表，还是需要分析

退出率是指不管从哪个页面进入网站，而在这个页面退出的访问比率；跳出率是指仅从这个页面进入网站，没有做任何事，就在这个页面退出网站的访问比率。

不要只依赖被测试者的话来发现问题；还要观察他们的行为。人们的话经常与自身行为背道而驰。

霍桑效应会影响参与人员行为，在实验室模拟环境下被测试者的行为和表现难免与平时不同，因为他们知道有人在观察他们，因此实验室测试的结果并不可靠，不能作为决定性的意见。

媒体评论

　　"Analytics is vitally important, and no one explains it more

elegantly, more simply, or more powerfully than Avinash Kaushik.

Consider buying up all the copies of this book before your

competition gets a copy."

　　—Seth Godin, author, Tribes

　　"Lots of companies have spent lots of time and money collecting

data—and sadly do little with it. In Web Analytics 2.0, Avinash

Kaushik helps us grasp the importance of this underused resource

and shows us how to make the most of online data and

experimentation."

　　—Dan Ariely, Professor of Behavioral Economics, Duke University,

and author of Predictably Irrational

　　"Kaushik takes the witchcraft out of analytics. If venture

capitalists read this book, they would fire half of the CEOs that

they've funded."

　　—Guy Kawasaki, Co-founder of Alltop & Garage Technology

Ventures

　　"When people ask, 'who is the smartest guy in the room when it

comes to online marketing?' only one name comes to mind: Avinash

Kaushik. His new book Web Analytics 2.0 should be on every

marketer's desk. It's powerful, awesome and actionable."

　　—Mitch Joel, President of Twist Image & author of Six Pixels

of Separation

书籍介绍

The bestselling book Web Analytics: An Hour A Day was the first book in the analytics space to move beyond clickstream analysis. Web Analytics 2.0 will significantly evolve the approaches from the first book and presents an innovative new framework for making critical business decisions based on web data. The book’s overwhelming focus will be to teach the reader how to use the latest tools and techniques available in the market place. Continuing in the footsteps of the first book, Web Analytics 2.0 will cover the fields of traditional web analytics, usability and qualitative analysis, experimentation and testing, as well as competitive intelligence. It will provide a holistic view of what it takes to make good decisions and exactly how to go about doing that.

Web analytics practitioners continue to have a tremendous interest (only increased by the current economic condition) in being more data-driven. At the same time, the web continues to evolve in significant ways (video, blogs, flash, social media, etc.) that present significant challenges to measurement. Web Analytics 2.0 will tackle both of those topics. Furthermore it will be agnostic in terms of tools, which will make it a must-read for online marketers of all hues, web analysts, web designers and architects, and online executives at all levels of the organization interested in successfully collecting, analyzing, and acting upon web analytics data.

In true Web 2.0 fashion the book will also include a veritable buffet of goodies on the accompanying CD-ROM: Videos (Author as well as industry leaders), Podcasts, PowerPoint Presentations and helpful files.