As a great friend and mentor to me once said, “Advanced web metrics is about doing the basics very well and applying it in a clever way.” I wish I had thought of that phrase! It epitomises everything about my approach to Google Analytics and my books. I am a PhD scientist, though my aim is to simplify the process of gaining insights from your data. To date, I have written four books on the subject – the latest is Successful Analytics.
If you have read one of my books, please spend a few seconds answering these 3 simple questions to help me understand sales.
– Gain Business Insights By Managing Google Analytics
ISBN: 978-1910591000; 336 pages; Full colour; Paperback; Published January 2015
My latest book is not a hands-on manual like my previous books. Why not? Because I have realised that in order to get digital analytics into the heart of an organisation i.e. part of its blood stream, the limiting factor is a lack of buy-in for it from senior management. In short a lack of trust in the data. I wrote this book to help those managers struggling to make headway with Google Analytics – to empower you to make informed decisions and overcome the obstacles.
This book is about knowing what to focus on, what you can expect in return, the talent you need to hire, the processes you need to put in place, the pitfalls to avoid, and how much investment is required in order to make it all happen.
This book is for you if you are a manager who needs an overview of the key principles of website measurement, the capabilities of Google Analytics, and how to grow and give direction to your organisation when it comes to its digital strategy. Your ultimate interest is in insights and knowledge, not more data!
“…above all, this book is highly recommended to anyone who has to deal with people who deal with Google Analytics” – Stephane Hamel
In short, I aim to put you in control and provide a perspective on the entire process of building a data-driven environment using Google Analytics.
“Successful Analytics is the best argument I’ve run across for implementing a genuine data strategy.” – Philip Merrill
Advanced Web Metrics with Google Analytics
Three editions (2008, 2010, 2012)
This was my first series of books, starting in 2008. They are aimed at deep-dive practitioners. That is, for digital marketers and analysts to understand the detail of Google Analytics. I describe the book as a hands-on manual of techniques and methodologies to solve real-world website problems using data. The third and final edition was released in 2012.
AWM is a best seller with over 70,000 copies sold and translated into 5 languages. However, please note the content is now largely out of date (covers only for “classic” analytics). That is, although the principals and approach remain very relevant, specific technicalities and features of GA have moved on rapidly – including “universal analytics” and the GTM. So rapidly it has become one of Google’s most advanced products, and too rapid for such a guide/manual to be suitable for a printed book. The online documentation is now light years ahead of where it was just a couple of years ago!
Reviews and feedback for Advanced Web Metrics with Google Analytics are both humbling and very rewarding. I list a sample of Amazon reviews for the 3rd edition:
Fantastic book for academia and professionals, 8 April 2012
By Nigel Bradley Bierman (University of Westminster, UK)
Must Read for Online Marketing Professionals, March 29, 2012
By Ken M (Colorado, USA)
The best edition yet – worth every penny!, May 16, 2012
By Adrian Speyer (Canada)
Looking for the AWM book errata?
Looking for Successful Analytics?
Launched January 2015, the latest book is Successful Analytics. Its a manager's guide to gettings things done right, understanding the process and getting results.