Advanced Web Metrics

Whitepapers by Brian Clifton

• Increasing Accuracy for Online Business Growth - PDF
  This 14 page document describes the accuracy limitations of on-site web analytics tools and how can you mitigate these and get comfortable with your data. Importantly, it is vendor agnostic. That is, with a best practice implementation of your web analytics tool, you can get very precise visitor data.
• Web Analytics Data Sources - PDF
  This is an 11 page pdf describing the different data collection techniques used by various web analytics vendors (tags, logfiles, hydrids, packet sniffers, web server APIs). Includes vendor comparison chart.
• How Search Engine Optimisation (SEO) Works - PDF
  Updated for its 7th year in circulation with over 10,000 downloads, this 16 page document is an excellent primer for anyone wishing to understand the intricacies of SEO.

Books for Web Analytics & Conversion Marketing

These are all books that I have read and helped me to learn and develop my skills for understanding the web, its measurement and web site analysis. All links point to Amazon.

• Google Analytics O’Reilly Short Cut (ebook, 89 pages)
  by Justin Cutroni - An excellent detailed installation guide for Google Analytics - BClifton.
• Web Analytics: An Hour a Day
  by Avinash Kaushik - I am in the process of reading this book at present…
• Actionable Web Analytics: Using Data to Make Smart Business Decisions
  by Jason Burby and Shane Atchison - Another recently published book that is on my bed side table and is next on the reading list…
• Call to Action: Secret Formulas to Improve Online Results
  by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis
  Amazon says: "An overview of the principles and tactics of conversion rate marketing."
• Web Metrics: Proven Methods for Measuring Web Site Success
  by Jim Sterne
  Amazon says: "Why you should measure, how to measure and then what to do with the results. From the highly respected Web Analytics guru."
• Web Analytics Demystified: A Marketer’s Guide to Understanding How Your Web Site Affects Your Business
  by Eric T Peterson
  Amazon says: "Peterson collates a whole range of existing material and presents it as a practical and comprehensive guide for website operators." Avaliable from Amazon US Only.

Books for Search Engine Marketing

• Waiting For Your Cat to Bark: Persuading Customers When They Ignore Marketing
  by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis
• Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site
  by Bill Hunt, Mike Moran
  Amazon says: "A comprehensive explanation of search engine marketing"
• Winning Results with Google Adwords
  by Andrew E. Goodman
  Amazon says: "How to create a profitable ad campaign using online marketing, paid search, targeting, and leveraged branding."

Books for Usability and Google Search

Don’t Make Me Think!: A Common Sense Approach to Web Usability This is an excellent, humourous, easy to read book which was one of those light bulb moments for me. If only I could write as well as this…!

• Google Power
  by Chris Sherman
  Amazon says: "Learn to push the search engine to its limits and extract the best content from Google without having to learn complicated code"

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