Mortensen - Yahoo! Web analytics: tracking, reporting, and analyzing for data-driven insights

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Table of Contents

Advance Praise for Yahoo! Web Analytics

In Yahoo! Web Analytics Dennis Mortensen manages to do the impossible by adding real value to ourknowledge of web analytics in an already crowded market. His clear language and excellent examplesmake this book required reading for any web analytics practitioner interested in extending his use offreely-available tools. Dennis is one of the best and brightest in the web analytics industry, and Yahoo! Web Analytics reinforces that with every page.

ERIC T. PETERSON, author of Web Analytics Demystified

Dennis doesnt just know what hes talking about, hes built it, grown it, consulted on it, and sold it toYahoo! Nowfinallyhes written the book. Dont let Denniss smile and positive attitude fool youhe has the proverbial steel-trap mind and doesnt miss a thing. You get the advantage of his insight, hiswisdom, and his unerring ability to tell it like it is. He can explain the why of web analytics verywell but is stellar at showing you the how. Specific variable settings, actual conversion tracking, andgetting the most out of your search marketing dollarits all here. If you want to actually derive valuefrom these tools rather than just look at the pretty reports, Dennis lays it all out. This is a book you cancount on.

JIM STERNE, Founder, eMetrics Marketing Optimization Summit

Web analytics is complex, but Dennis prefers things to be simple. As the individual who drove the initialdevelopment of Yahoo!s Web Analytics tool, he managed to conquer mind-numbingly complexissues by presenting them in a simple and useful way. Its no wonder that he did it again with his Yahoo!Web Analytics book. Dennis takes you behind the scenes of this robust web analytics application andexplains how to implement it in just about every situation so that you get what you need out of this tool.Whether you use the Yahoo! Web Analytics or not, this book belongs on any serious web analytics professionals desk.

BRYAN EISENBERG, New York Times bestselling author of Call to Action and Always Be Testing, cofounder of FutureNow, Inc.

As insightful as it is inspiring, this is the definitive book for making the most out of Yahoo! Web Analytics.It is a guiding light for navigating the solutions capabilities and detailed enough to be a step-by-stepguide. And who better than Dennis to write it! It is clear that Dennis has poured his experience fromuncountable numbers of client conversations into this work. It is worth the equivalent of 100 hours ofconsulting from the well-known figurehead behind Yahoo! Web Analytics.

AKIN ARIKAN, Multichannel Marketing author and Internet marketing product strategist at Unica Corporation

In Yahoo! Web Analytics, Mortensen does more than just give insight, tips, and tricks about the toolhe provides the details about the impact Yahoo! Web Analytics can have on your business with a laser-like focus on moving from data to true business insight and action. Its a must-read for those interested in not only web analytics, but for those interested in improving their business online!

JASON BURBY, Chief Analytics & Optimization Officer, ZAAZ, and coauthor of Actionable Web Analytics

Measurement, testing, and constant improvement are at the heart of all successful online marketing campaigns. This book is a detailed and practical guide to using Yahoo! Web Analytics to turbo-charge your business performance. Dennis is eminently qualified to be your guidehe was instrumental in building the software. Get the book before your competitors do!

TIM ASH, CEO of SiteTuners.com and bestselling author of Landing Page Optimization

Dear Reader,

Thank you for choosing Yahoo! Web Analytics. This book is part of a family of premium-quality Sybex books, all of which are written by outstanding authors who combine practical experience with a gift for teaching.

Sybex was founded in 1976. More than thirty years later, were still committed to producing consistently exceptional books. With each of our titles were working hard to set a new standard for the industry. From the paper we print on, to the authors we work with, our goal is to bring you the best books available.

I hope you see all that reflected in these pages. Id be very interested to hear your comments and get your feedback on how were doing. Feel free to let me know what you think about this or any other Sybex book by sending me an email at nedde@wiley.com , or if you think youve found a technical error in this book, please visit http://sybex.custhelp.com . Customer feedback is critical to our efforts at Sybex.

Best regards,

Neil Edde

Vice President and Publisher

Sybex, an imprint of Wiley

Acknowledgments

For me, writing a book goes like this. I wake up early Saturday morning and wobble out to the kitchen. I fix bowls of cereal for the girls, whove been up for hours for some reason, hit the shower, and get ready for workwriting another chapter.

Well put on our jeans and T-shirts, stumble out the door as soon as we can, and on most days, stop by Murrays Bagels and get some supplieswhich include the obligatory Red Bull for me.

Then its off to the Yahoo! 18th Street office, where we spend the entire Saturday working before heading home late in the evening. Lather, rinse, and repeat for 5 months.

And finally I can email the final chapter to the amazing people at Wiley!

And for this, I would like to thank Elisabeth, Victoria, and Vibeke for their lovely support.

To everybody else, and you know exactly who you are, thank you so much for your wonderful support in everything I do and in making this book a reality. I would hate to mention anybody by name in danger of actually forgetting some. That wouldnt be fair!

Cheers :-)

Dennis

About the Author

Dennis R. Mortensen is a pioneer and expert in the web analytics industry. He is an accredited associate web analytics instructor at the University of British Columbia and a frequent speaker on the subject of analytics and online marketing. Mortensen is an entrepreneur and was the COO of IndexTools until it was acquired by Yahoo! Inc. in May 2008. Today he is Director of Data Insights at Yahoo! and sits on the board of directors at the Web Analytics Association. He maintains the highly popular analytics blog, VisualRevenue.com/blog.

Foreword

Several years ago, when I was the director of analytics and research at Intuit, I had postulated the 10/90 rule. Simply put, it stated that if you had a budget of $100 (or dinars or rupees or pesos) for online decision making, then you should spend $10 on the web analytics tool and spend $90 on people (the planet-sized brains part of the equation).

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