06

Jul

By Dennis R. Mortensen
20 comments
Yahoo! Analytics Book

Hey, analytics people. For your positive information ..and because I would love your valuable inputs along the way :-)
– I finally signed the contract with Wiley Publishing and will write the following book during the fall:

Yahoo! Analytics
Tracking, Reporting, and Analyzing for Data-Driven Insights
ISBN: 9780470424247, spring 2009, Dennis R. Mortensen

The name is of course subject to change dependant on branding decisions and parts of the feature set are also dependant on choices we take over the next months. The planned chapter outline is:

Chapter 1 – Getting started
Chapter 2 – Content and advanced conversion tracking
Chapter 3 – Enterprise Campaign Tracking
Chapter 4 – Merchandizing tracking and reporting
Chapter 5 – Advanced instrumentation
Chapter 6 – Working report results
Chapter 7 – Customize report results
Chapter 8 – Using basic reports as templates for customization
Chapter 9 – Using dashboards
Chapter 10 – Distinctive reports and usage
Chapter 11 – API Usage
Chapter 12 – Paid Search analysis and optimization
Chapter 13 – Form analysis and optimization
Chapter 14 – General content analysis and optimization
Appendix 1 – API
Appendix 2 – Dashboard Examples
Appendix 3 – Certified Agency Partners

Cheers .. have a great weekend and back to work :-)

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  • http://www.linkedin.com/in/eduardblacquiere Eduard Blacquière

    Great to hear that there’s a book coming, good luck with the writing!

  • http://visualrevenue.com/blog Dennis R. Mortensen

    Hi Eduard,

    Thanks mate! .. and luck is indeed needed here :-)
    Cheers

  • http://www.kaushik.net/avinash Avinash Kaushik

    All the best Dennis!

    I could not believe how much work the book was but the Red Bull was very helpful. : ) Once the book is out it is actually a lot of fun to sit back and enjoy the aftermath. Keep that delightful outcome in mind as you slog through the book.

    Can’t wait to get my own copy!!

    -Avinash.

  • http://www.afdeling18.dk Søren Sprogø

    Hi Dennis,

    nice, looking forward to hearing more about the book!

    I’m not sure if it’s covered in the “Getting Started” chapter, but I would definitely say that you should start out by explaining a little about setting measurable goals for your website, and the basic ideas behind conversion funnel(s).

    In my experience, once people get the idea of a funnel with 3+ steps in it, it gets a lot easier to explain the rest to them.

  • http://www.grokdotcom.com Bryan Eisenberg

    Best of luck Dennis. Let’s get together soon and I’ll show you how to easily finish the book :-)

  • http://webanalyticsindia.net Anil

    This is great news Dennis!
    Iam great fan of the term “Web Analytics Surfing”, remember you wrote about that?
    You should probably include that somewhere!, if it is then ignore my suggestion!

    Good Luck!

  • http://cpraveen.com/blog Praveen

    Great News Dennis! All the best!

  • http://visualrevenue.com/blog Dennis R. Mortensen

    Hi Avinash,
    I almost owe part my royalties to you for the “on location” and “in meeting” drive-by endorsement you provided in SF.

    Hi Bryan,
    I will NEED your input on actually getting this done. you know – writing it and all :-)

    Cheers :-)

  • http://visualrevenue.com/blog Dennis R. Mortensen

    Hi Soeren,

    I agree on that and most of chapter two is dedicated for tracking actions and creating funnels:

    Chapter 2 – Content and advanced conversion tracking (~25 pages)

    2.1. Document Names
    2.2. Document Groups
    2.3. Track Downloads
    2.4. Track Exit Links
    2.5. Track Registered Members
    2.6. Track Conversion Actions
    2.6.1. Track Multiple Sales Actions during the same visit
    2.6.2. Track Multiple Occurrences of the same Action on a web page
    2.6.3. Track Multiple Actions / Custom Fields on the same web page
    2.6.4. Track onclick Actions
    2.6.5. Action naming and visitor count method
    2.7. Track Revenue
    2.7.1. Track revenues in Multiple Currencies
    2.7.2. Track Order ID
    2.7.3. Revenue encryption
    2.8. Creating scenarios for Funnel Analysis

    But I actually try not to get TOO strategic and leave that for other books. (Like Avinash’s or Jason’s)
    or my next :-)

    Cheers
    Dennis

  • http://visualrevenue.com/blog Dennis R. Mortensen

    Hi Anil,

    ..of course I remember :-) I use the term all the time.
    web analytics report surfing!

  • http://www.emetrics.org Jim Sterne

    I’m so excited that all these books have been / are being written by people who actually know what they’re talking about! This one’s goign to be great, Dennis. Dive in!

  • http://visualrevenue.com/blog Dennis R. Mortensen

    .. Thanks Jim. I know exactly what you are talking about, as I’m finishing the book by Tim Ash on Testing.
    Cheers :-)

  • http://byzantin3.blogspot.com Joanna Teo

    Excellent. I’m glad to hear that. I’ve been doing analytics for Yahoo! SEA from my agency and hopefully they will start looking at this tool for more numbers.

    Looking forward to your book! Tell us when it is ready Dennis!

    Joanna

  • http://visualrevenue.com/blog Dennis R. Mortensen

    Hi Joanna,

    February 9th 2009 is my deadline.. aaargh – gotta get started now!. :-)
    Dennis

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  • http://byzantin3.blogspot.com Joanna teo

    Hey Dennis,

    Yes please do buck up. we’ve got more tracking projects done with Index Tools with other clients. Would be extremely helpful to have a point of view on how to dig out strategic and actionable insights from the data. Ultimately, businesses would want to address business issues through looking at what kind of information the data is trying to show.

    Will you be addressing the area of site performance benchmarking too?

    yes, I’m having high hopes for your book Dennis. :)

    Joanna

  • http://visualrevenue.com/blog Dennis R. Mortensen

    Hi Joanna,

    >>yes, I’m having high hopes for your book Dennis. :)

    Time to up my commitment. The Yahoo! Web Analytics book focus on three parts:

    - Deployment
    - Use
    - Insights

    Where the latter is mostly a set of direct examples on the vast opportunities you have once you have done a proper instrumentation and have full understanding of HOW to use a advanced WA tool.

    Cheers./ and back to WORD, so I don’t let you down.
    Dennis :-)

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