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 :-)
July 6th, 2008 at 17:28
[...] hat heute in seinem Blog bekannt gegeben, dass er einen Vertrag für ein Buch unterschrieben hat in dem es natürlich um Yahoo Analytics (aka IndexTools) geht. Geschrieben [...]
July 6th, 2008 at 22:00
Great to hear that there’s a book coming, good luck with the writing!
July 6th, 2008 at 22:49
Hi Eduard,
Thanks mate! .. and luck is indeed needed here :-)
Cheers
July 7th, 2008 at 6:09
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.
July 7th, 2008 at 10:35
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.
July 7th, 2008 at 12:52
Best of luck Dennis. Let’s get together soon and I’ll show you how to easily finish the book :-)
July 7th, 2008 at 12:54
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!
July 7th, 2008 at 12:58
Great News Dennis! All the best!
July 7th, 2008 at 13:52
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 :-)
July 7th, 2008 at 13:56
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
July 7th, 2008 at 14:27
Hi Anil,
..of course I remember :-) I use the term all the time.
web analytics report surfing!
July 7th, 2008 at 23:18
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!
July 7th, 2008 at 23:45
.. Thanks Jim. I know exactly what you are talking about, as I’m finishing the book by Tim Ash on Testing.
Cheers :-)
July 8th, 2008 at 4:20
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
July 8th, 2008 at 10:07
Hi Joanna,
February 9th 2009 is my deadline.. aaargh - gotta get started now!. :-)
Dennis
August 3rd, 2008 at 12:15
[...] - bookmarked by 3 members originally found by sbullo on July 19, 2008 Yahoo! Analytics Book http://visualrevenue.com/blog/2008/07/yahoo-analytics-book.html - bookmarked by 3 members [...]
September 4th, 2008 at 4:34
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
September 4th, 2008 at 4:55
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 :-)
December 15th, 2008 at 16:10
[...] Dennis Mortensen, Director of Data Insights and previous COO of IndexTools, is already busy writing that book. With over 100 standard reports, the ability to customize these or create brand new reports from [...]
May 6th, 2009 at 14:58
[...] few metrics for people as nerdy as I am. I announced the agreement with Wiley on Sunday July 6 2008, started writing the book in the fall of 2008 and spent about 5 months and [...]