The allure of online marketing is the ability to measure, measure and measure some more. But what’s the value of all that data without actionable items to move the needle on your company’s bottom line? Nadda. In his latest book, Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity, Avinash Kaushik makes more meaning of all that wonderful data, with perhaps hundreds of actionable items you could do right now to begin pushing that needle. Avinash starts with some of the basics – traffic sources, key failure points, click density, segmentation – and jumps off from there, with good ideas on quantifying the impact of some of the more elusive online marketing channels, including Twitter, video, and blogs. As Google’s Analytics Evangelist, Avinash’s love for all things analytical shines through, making this an entertaining and enthusiastic read. The content is dense – you could spend hours tinkering with your own data after reading one chapter – or if you needed to, there’s a lot to gain from reading this at a high level at first and then digging deeper later.
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