"Yahoo! Web Analytics teaches readers how to collect data, report on that data, and derive useful insights using Yahoo!'s free Web analytics tool . This detailed resource from Yahoo!'s Director of Data Insights discusses the why of Web analytics as well as the how while revealing secrets and tricks not documented elsewhere. The thorough book also offers step-by-step instructions and advanced techniques on everything from using data collection groupings to creating compelling data visualizations. It's a must-read for all analytics professionals and those who want to be"--Resource description page.
Includes bibliographical references and index.
Cover -- Foreword -- Acknowledgments -- About the Author -- Contents -- Introduction -- Who Should Read This Book? -- Book Companion Websites -- Contacting the Author -- Part I: Advanced Web Analytics Installation -- Chapter 1: Getting Started -- Chapter 2: Content and Advanced Conversion Tracking -- Chapter 3: Enterprise Campaign Tracking -- Chapter 4: Merchandising Tracking and Reporting -- Chapter 5: Advanced Instrumentation -- Part II: Utilizing an Enterprise Web Analytics Platform -- Chapter 6: Working with Report Results -- Chapter 7: Customizing Report Results -- Chapter 8: Using Basic Reports as Templates for Customization -- Chapter 9: Using Dashboards -- Chapter 10: Distinctive Reports and Usage -- Part III: Actionable Insights -- Chapter 11: Paid Search Analysis and Optimization -- Chapter 12: Form Analysis and Optimization -- Chapter 13: Content Optimization and Competitive Analysis -- Dashboard Examples -- Appendix: Yahoo! Web Analytics Web Services API -- API Framework -- API Calls -- Index.