The implementation of an analytics, testing or targeting tool is a crucial step to a successful website. It allows the analyst to trust the data and take data driven decisions. An accurate Marketing Measurement enables the marketer to allocate budget to the most profitable acquisition channels and to provide the best user experience to both new and returning visitors.
The most important question in web analytics is “Why?”. The answer to every “Why?” in web analytics is also “Why?”. This is one of the (many) great challenges in the field, but it is also what keeps the practice of web analytics fresh and interesting. There is no end point. There is no perfect site. There is only “Why?”. Having said that, there is sometimes a “Because of...” - but that usually means “Probably due to...”.
This book covers techniques needed in order to extract the most value out of testing. It provides examples and how and where to get started rich examples that demonstrate the power of testing when it comes to improving conversions and revenue.
This book presents techniques to improve website using Google Analytics. The questions answered on the book are: Why Web Analytics is important & what are the available technologies? How Google Analytics works & how it deals with privacy?