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
As the title suggests, my latest book details how to be successful with Google Analytics in your organisation…
Because there’s nothing worse than a great analysis of bad data, the book has a strong focus on Data Quality, and I detail the process of how to audit your Google Analytics data without looking at code. With clean data coming in, the emphasis switches to building KPIs and dashboards, with a chapter dedicated to real-world case studies via story telling!
For data managers who need to get up-to-speed on key areas, there are chapters to help you build your internal measurement process; jumpstart guides for understanding key features and tracking methodologies; help with understanding your data responsibilities for best practice and EU privacy laws; and helpful advice on building your team.
Who this book is for…
Whether you are an analyst, student, or a manager responsible for data, this book’s purpose to put you in control of your data and provide a perspective on the entire process of building, and using, a data-driven environment using Google Analytics.
- This book is for you if you are a digital analyst working with Google Analytics who wish to go to the next level of your career.
- This book is for you if you are a manager of data who needs a solid understanding of best practice website measurement, the capabilities of Google Analytics, and how to guide your organisation’s digital strategy.
- This book is for students of quantitative marketing (and economics and management!) looking to gain a detailed knowledge of what it takes to be successful with digital analytics.
For all of the above, your ultimate interest is in insights and knowledge, not more data!
Top Three Take Aways
- This book is very much about using Google Analytics in an enterprise environment. Its purpose is to embolden your organisation to actually use its analytics data for important and strategic decisions – that is, not just be a glorified hit counter.
- This book is about team work – providing the methods and processes to bridge the often daunting gap between practitioners and senior management.
- This book is about data trust – helping you ensure you have the best data quality so that the rest of the organisation can trust and therefore rely on it.
- Support the author and buy the printed book direct from here (world-wide shipping and bulk discounts). Amazon also available for shipping to US and EU countries only.
- Not convinced? Checkout reader reviews, read the Introduction or get the detailed version of the Table of Contents
- If ebooks are your thing, you can purchase from the usual app stores, including Kindle.
Published by Advanced Web Metrics Ltd.
This short video is from Rene Nijhuis who interviewed me at the iProspect offices. His question: “Why do you write books?”
Advanced Web Metrics with Google Analytics
Three editions (2008, 2010, 2012)
AWM was a huge success (sales greater than all other GA books combined!) and translated into 5 languages. They are technical and advanced guides 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.
Please note the content is now largely out of date (covers only “classic” ga.js 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.
Reviews and feedback for Advanced Web Metrics with Google Analytics are both humbling and very rewarding – its why I continue to write! So if you have read one of my books please add a review, either here or Amazon et al, and tell me what you think.
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?
Buy the Book
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.