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Web Analytics Kick Start Guide: A Primer on the Fundamentals of Digital Analytics
In Web Analytics Kick Start Guide, I start by exploring the evolution of the web analytics industry and then I dive into the business, technical, and process essentials that all aspiring data-driven professionals should know. To prepare you for what’s covered in this new primer, I thought it would be helpful to share a brief overview of the four main sections:
1. The Definition and Evolution of Web Analytics
What web analytics is and what it can do for your business
The origins of web analytics and how it has matured as a technology over time
2. The Business Essentials of Web Analytics
How your online business strategy and goals define what should be measured
Definitions and gotchas for commonly-used web metrics
Business model-specific KPIs
3. The Technical Essentials of Web Analytics (for the Non-Technical)
Data collection overview for page tagging
Overview of cookies and reporting architecture
Deep dives into key areas such as interaction/event tracking, campaign tracking, mobile/cross-device measurement, data enrichment, and tag management
4. The Process of Digital Measurement
The steps involved in an effective digital measurement process (data collection through data usage)
Organizational maturity levels for digital measurement
I want to highlight this book is not intended to be a product guide or manual for any particular product. In the technical section, I do map technical concepts to actual product capabilities so readers have a contextual reference to help them grasp the information. While I did this explicitly for Adobe Analytics and Google Analytics, the book’s core concepts should be readily transferable to similar features across most other web analytics tools.
For analytics practitioners, this primer will be a helpful tool for getting your internal customers or stakeholders to up to speed on the field of web analytics. Obviously it doesn’t focus solely on your unique business model or the details of your particular implementation, but it can lay a useful foundation of knowledge to build upon. Even seasoned digital analysts might learn something new from this book. I know I learned during the process of writing it as I identified and filled gaps in my own knowledge.
1. The Definition and Evolution of Web Analytics
What web analytics is and what it can do for your business
The origins of web analytics and how it has matured as a technology over time
2. The Business Essentials of Web Analytics
How your online business strategy and goals define what should be measured
Definitions and gotchas for commonly-used web metrics
Business model-specific KPIs
3. The Technical Essentials of Web Analytics (for the Non-Technical)
Data collection overview for page tagging
Overview of cookies and reporting architecture
Deep dives into key areas such as interaction/event tracking, campaign tracking, mobile/cross-device measurement, data enrichment, and tag management
4. The Process of Digital Measurement
The steps involved in an effective digital measurement process (data collection through data usage)
Organizational maturity levels for digital measurement
I want to highlight this book is not intended to be a product guide or manual for any particular product. In the technical section, I do map technical concepts to actual product capabilities so readers have a contextual reference to help them grasp the information. While I did this explicitly for Adobe Analytics and Google Analytics, the book’s core concepts should be readily transferable to similar features across most other web analytics tools.
For analytics practitioners, this primer will be a helpful tool for getting your internal customers or stakeholders to up to speed on the field of web analytics. Obviously it doesn’t focus solely on your unique business model or the details of your particular implementation, but it can lay a useful foundation of knowledge to build upon. Even seasoned digital analysts might learn something new from this book. I know I learned during the process of writing it as I identified and filled gaps in my own knowledge.
154 pages, ebook
Published October 2, 2014
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