Michael Beasley - Practical Web Analytics for User Experience: How Analytics Can Help You Understand Your Users

Acquiring Editor: Meg Dunkerley

Editorial Project Manager: Heather Scherer

Project Manager: Priya Kumaraguruparan

Designer: Greg Harris

Morgan Kaufmann is an imprint of Elsevier

225 Wyman Street, Waltham, MA, 02451, USA

Copyright 2013 Andrew Michael Beasley. Published by Elsevier Inc. All rights reserved

No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage and retrieval system, without permission in writing from the publisher. Details on how to seek permission, further information about the Publishers permissions policies and our arrangements with organizations such as the Copyright Clearance Center and the Copyright Licensing Agency, can be found at our website: www.elsevier.com/permissions.

This book and the individual contributions contained in it are protected under copyright by the Publisher (other than as may be noted herein).

Notices

Knowledge and best practice in this field are constantly changing. As new research and experience broaden our understanding, changes in research methods or professional practices, may become necessary.

Practitioners and researchers must always rely on their own experience and knowledge in evaluating and using any information or methods described herein. In using such information or methods they should be mindful of their own safety and the safety of others, including parties for whom they have a professional responsibility.

To the fullest extent of the law, neither the Publisher nor the authors, contributors, or editors, assume any liability for any injury and/or damage to persons or property as a matter of products liability,negligence or otherwise, or from any use or operation of any methods, products, instructions, or ideas contained in the material herein.

Library of Congress Cataloging-in-Publication Data

Beasley, Michael, 1980

Practical web analytics for user experience: how analytics can help you understand your users / Michael Beasley.

pages cm

Includes bibliographical references and index.

1. Web usage mining. 2. Internet usersAttitudes. 3. Web sitesDevelopment. I. Title.

ZA4235.B43 2013

006.3dc23

2013010542

British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British Library.

ISBN: 978-0-12-404619-1

Printed in the United States of America

13 14 15 16 17 10 9 8 7 6 5 4 3 2 1

For information on all Morgan Kaufmann publications visit our website at www.mkp.com

This book exists because of the help of several people. Id like to thank the people who have read this book and offered feedback along the way: Daniel ONeil, Christina York, and Mark Newman whose technical review made this book considerably better; Andrew Grohowski and Barbra Wells, who was also the person who got me thinking I could write this; the people at Pure VisibilityDunrie Greiling, Linda Girard, Jeremy Lopatin, Bill Smith, and morewho pushed me and helped me learn and gave me the space to make mistakes; awesome clients like Lisa Ocasio and Harmony Faust who asked the questions that made me dig deeper and find new ways to use data; Veronica Machak for listening to me complain and taking my first professional photo; Emily Merchant for being my writing buddy and also listening to me complain; and Melissa Bowen, who supported me and helped me clear the time I needed to work and, of course, listened to me complain. And thanks to Mom and Dad for the love and support over the years.