{"id":3404,"date":"2010-03-16T10:15:43","date_gmt":"2010-03-16T17:15:43","guid":{"rendered":"http:\/\/www.alephnaught.com\/Blog\/?p=3404"},"modified":"2010-03-16T10:15:43","modified_gmt":"2010-03-16T17:15:43","slug":"web-analytics-2-0","status":"publish","type":"post","link":"https:\/\/www.alephnaught.com\/Blog\/2010\/03\/16\/web-analytics-2-0\/","title":{"rendered":"Web Analytics 2.0"},"content":{"rendered":"<div id=\"content_div-3404\">\n<ul>\n<li><strong>Title:<\/strong><a href=\"http:\/\/www.amazon.com\/Web-Analytics-2-0-Accountability-Centricity\/dp\/0470529393%3FSubscriptionId%3DAKIAJ575TFCTD2TUN5TQ%26tag%3Dalnathnuse-20%26linkCode%3Dxm2%26camp%3D2025%26creative%3D165953%26creativeASIN%3D0470529393\">Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity<\/a><\/li>\n<li><strong>Paperback:<\/strong> 504 pages<\/li>\n<li><strong>Publisher:<\/strong> Sybex; Pap\/Cdr edition (October 26, 2009)<\/li>\n<li><strong>Language:<\/strong> English<\/li>\n<li><strong>ISBN-10:<\/strong> 0470529393<\/li>\n<li><strong>ISBN-13:<\/strong> 978-0470529393<\/li>\n<\/ul>\n<p>I really like this book; its written in an engaging manner. Some of the explanations and definitions are perhaps a little too easy and simple, but then that&#8217;s also a reason for non-technical folks to give this book a shot. And, if you&#8217;re generally into analytics like I am (for example computer performance measurement) then this book may spark a number of ideas and shift some of your thinking around. This review is really a collection of notes I took on the text, things I wanted to remember from the book in the future.<\/p>\n<p>The author&#8217;s goal is to update early web analytics with more modern ideas.<\/p>\n<p>I liked Kaushik&#8217;s differentiation of degree of engagement, which can be measured directly by web measurements, with kind of engagement, which cannot be (for example, its not possible to tell if a given session had a positive or negative impact on the client without external information). The author does suggest some standard ways to add kind of engagement information using other means, for example exit surveys.<\/p>\n<p>Web metrics have four key qualities:<\/p>\n<ul>\n<li>Uncomplex &#8211; as corporations become more democratic (matrixed) everyone needs to understand the meaning of the measures<\/li>\n<li>Relevant &#8211; every business is unique, your metrics need to measure something useful to your business<\/li>\n<li>Timely &#8211; you need to be able to gather and analyze the metric as quickly as you can make changes, but no more quickly; sacrifice real-time for quality and meaning<\/li>\n<li>Instantly useful &#8211; everyone knows what it is and what to do about changes in value just by looking at it<\/li>\n<\/ul>\n<p>Couple of great suggestions:<\/p>\n<ul>\n<li>Don&#8217;t wait for perfection, this is the web after all, and<\/li>\n<li>Don&#8217;t worry about real-time &#8211; you can&#8217;t make decisions fast enough<\/li>\n<\/ul>\n<p>Related to the lack of need for real-time analytics, you might also consider data decay; Kaushik provides 6 reasons that historical information over 6 months old is mildly interesting, but only mildly.<\/p>\n<p>The four simple questions to ask first about your site:<\/p>\n<ul>\n<li>How many visitors are coming to my site?<\/li>\n<li>Where are visitors coming from?<\/li>\n<li>What do I want visitors to do on my site?<\/li>\n<li>What are visitors actually doing?<\/li>\n<\/ul>\n<p>Three most important exit survey questions:<\/p>\n<ul>\n<li>What is the purpose of your visit to our website today?<\/li>\n<li>Were you able to complete your task?<\/li>\n<li>If you were not able to complete your task today, why not?<\/li>\n<\/ul>\n<p>Create a testing culture &#8211; I believe this is critical for almost all areas of endeavor, but especially for web development and analytics; run experiments and gather information; create hypotheses and prove or disprove them.<\/p>\n<p>There&#8217;s a great section of the book on comparative analysis, which you need to do if you want to compete in a niche on the net.<\/p>\n<p>The author spends most of a chapter on the special measurement of blogs; typically blogs have different goals than for example a product website, so traditional measures are inappropriate. He urges you to calculate an ROI for your blog, and suggests specific things to measure for inclusion.<\/p>\n<p>There&#8217;s a lot of good material around analyzing the performance of videos on the web. This includes clicks, where people stopped playing a given video.<\/p>\n<div id=\"attachment_3406\" style=\"width: 548px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20DataQualityCycle1.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-3406\" data-attachment-id=\"3406\" data-permalink=\"https:\/\/www.alephnaught.com\/Blog\/2010\/03\/16\/web-analytics-2-0\/webanaytics20dataqualitycycle1\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20DataQualityCycle1.jpg?fit=538%2C514&amp;ssl=1\" data-orig-size=\"538,514\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"The Data Quality Cycle\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;The Data Quality Cycle&lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20DataQualityCycle1.jpg?fit=538%2C514&amp;ssl=1\" class=\"size-full wp-image-3406\" title=\"The Data Quality Cycle\" src=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20DataQualityCycle1.jpg?resize=538%2C514\" alt=\"The Data Quality Cycle\" width=\"538\" height=\"514\" srcset=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20DataQualityCycle1.jpg?w=538&amp;ssl=1 538w, https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20DataQualityCycle1.jpg?resize=150%2C143&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20DataQualityCycle1.jpg?resize=300%2C286&amp;ssl=1 300w\" sizes=\"auto, (max-width: 538px) 100vw, 538px\" \/><\/a><p id=\"caption-attachment-3406\" class=\"wp-caption-text\">The Data Quality Cycle<\/p><\/div>\n<p>Five rules for high-impact dashboards:<\/p>\n<ul>\n<li>Benchmark and segment<\/li>\n<li>Isolate your critical few metrics<\/li>\n<li>Don&#8217;t stop at metrics &#8211; include insights<\/li>\n<li>The power of a single page<\/li>\n<li>Churn and stay relevant<\/li>\n<\/ul>\n<div id=\"attachment_3407\" style=\"width: 623px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20AutomatedBehavior2.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-3407\" data-attachment-id=\"3407\" data-permalink=\"https:\/\/www.alephnaught.com\/Blog\/2010\/03\/16\/web-analytics-2-0\/webanaytics20automatedbehavior2\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20AutomatedBehavior2.jpg?fit=613%2C433&amp;ssl=1\" data-orig-size=\"613,433\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"Automated Behavior Process\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Automated Behavior Process&lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20AutomatedBehavior2.jpg?fit=613%2C433&amp;ssl=1\" class=\"size-full wp-image-3407\" title=\"Automated Behavior Process\" src=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20AutomatedBehavior2.jpg?resize=613%2C433\" alt=\"Automated Behavior Process\" width=\"613\" height=\"433\" srcset=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20AutomatedBehavior2.jpg?w=613&amp;ssl=1 613w, https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20AutomatedBehavior2.jpg?resize=150%2C105&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20AutomatedBehavior2.jpg?resize=300%2C211&amp;ssl=1 300w\" sizes=\"auto, (max-width: 613px) 100vw, 613px\" \/><\/a><p id=\"caption-attachment-3407\" class=\"wp-caption-text\">Automated Behavior Process<\/p><\/div>\n<div id=\"attachment_3408\" style=\"width: 597px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20Evolution3.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-3408\" data-attachment-id=\"3408\" data-permalink=\"https:\/\/www.alephnaught.com\/Blog\/2010\/03\/16\/web-analytics-2-0\/webanaytics20evolution3\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20Evolution3.jpg?fit=587%2C677&amp;ssl=1\" data-orig-size=\"587,677\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"Web Analytics Evolution\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Web Analytics Evolution&lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20Evolution3.jpg?fit=587%2C677&amp;ssl=1\" class=\"size-full wp-image-3408\" title=\"Web Analytics Evolution\" src=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20Evolution3.jpg?resize=587%2C677\" alt=\"Web Analytics Evolution\" width=\"587\" height=\"677\" srcset=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20Evolution3.jpg?w=587&amp;ssl=1 587w, https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20Evolution3.jpg?resize=130%2C150&amp;ssl=1 130w, https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/uploads\/2010\/03\/WebAnaytics20Evolution3.jpg?resize=260%2C300&amp;ssl=1 260w\" sizes=\"auto, (max-width: 587px) 100vw, 587px\" \/><\/a><p id=\"caption-attachment-3408\" class=\"wp-caption-text\">Web Analytics Evolution<\/p><\/div>\n<p>Kaushik discusses search strategies at length, and suggests Google&#8217;s Search-based Keyword Tool &lt;http:\/\/sn.im\/s-bkt&gt; for creating a successful long-tail strategy. I also learned a lot from his discussion of upper funnel keywords.<\/p>\n<p>And on p. 400 he lists a number of great blogs to read that deal with web analytics.<\/p>\n<p>And if you want to hear the author talk about his book: <a href=\"http:\/\/www.ducttapemarketing.com\/blog\/2010\/02\/04\/analytics-from-a-really-smart-guy\/\" target=\"_blank\">Podcast from Duct Tape Marketing: Analytics from a really smart guy<\/a>.<\/p>\n<p>Go read this book, its really fun, very interesting and I think there&#8217;s tons of useful information inside.<\/p>\n<\/div>\n<div class=\"translate_block\" style=\"display: none;\">\n<hr class=\"translate_hr\" \/>\n<a class=\"translate_translate\" id=\"translate_button_post-3404\" lang=\"en\" xml:lang=\"en\" href=\"javascript:show_translate_popup('en', 'post', 3404);\"><span>Translate<\/span><\/a><img data-recalc-dims=\"1\" src=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/plugins\/google-ajax-translation\/transparent.gif?resize=16%2C16&#038;ssl=1\" id=\"translate_loading_post-3404\" class=\"translate_loading colorbox-3404\" style=\"display: none;\" width=\"16\" height=\"16\" alt=\"\" \/>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Title:Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Paperback: 504 pages Publisher: Sybex; Pap\/Cdr edition (October 26, 2009) Language: English ISBN-10: 0470529393 ISBN-13: 978-0470529393 I really like this book; its written in an engaging manner. Some of the explanations and definitions are perhaps a little too easy and simple, but [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,4],"tags":[671,672,673],"class_list":["post-3404","post","type-post","status-publish","format-standard","hentry","category-books","category-computer","tag-web-analytics","tag-web-measurements","tag-web-metrics"],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p2w3Qj-SU","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.alephnaught.com\/Blog\/wp-json\/wp\/v2\/posts\/3404","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.alephnaught.com\/Blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.alephnaught.com\/Blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.alephnaught.com\/Blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.alephnaught.com\/Blog\/wp-json\/wp\/v2\/comments?post=3404"}],"version-history":[{"count":0,"href":"https:\/\/www.alephnaught.com\/Blog\/wp-json\/wp\/v2\/posts\/3404\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.alephnaught.com\/Blog\/wp-json\/wp\/v2\/media?parent=3404"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.alephnaught.com\/Blog\/wp-json\/wp\/v2\/categories?post=3404"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.alephnaught.com\/Blog\/wp-json\/wp\/v2\/tags?post=3404"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}