Google Analytics Breakthrough: From Zero to Business Impact

Feras Alhlou, Shiraz Asif, Eric Fettman

  • 出版商: Wiley
  • 出版日期: 2016-09-06
  • 定價: $1,750
  • 售價: 9.0$1,575
  • 語言: 英文
  • 頁數: 624
  • 裝訂: Hardcover
  • ISBN: 1119144019
  • ISBN-13: 9781119144014
  • 相關分類: Google Analytics
  • 立即出貨

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商品描述

A complete, start-to-finish guide to Google Analytics instrumentation and reporting

Google Analytics Breakthrough is a much-needed comprehensive resource for the world's most widely adopted analytics tool. Designed to provide a complete, best-practices foundation in measurement strategy, implementation, reporting, and optimization, this book systematically demystifies the broad range of Google Analytics features and configurations. Throughout the end-to-end learning experience, you'll sharpen your core competencies, discover hidden functionality, learn to avoid common pitfalls, and develop next-generation tracking and analysis strategies so you can understand what is helping or hindering your digital performance and begin driving more success.

Google Analytics Breakthrough offers practical instruction and expert perspectives on the full range of implementation and reporting skills:

  • Learn how to campaign-tag inbound links to uncover the email, social, PPC, and banner/remarketing traffic hiding as other traffic sources and to confidently measure the ROI of each marketing channel
  • Add event tracking to capture the many important user interactions that Google Analytics does not record by default, such as video plays, PDF downloads, scrolling, and AJAX updates
  • Master Google Tag Manager for greater flexibility and process control in implementation
  • Set up goals and Enhanced Ecommerce tracking to measure performance against organizational KPIs and configure conversion funnels to isolate drop-off
  • Create audience segments that map to your audience constituencies, amplify trends, and help identify optimization opportunities
  • Populate custom dimensions that reflect your organization, your content, and your visitors so Google Analytics can speak your language
  • Gain a more complete view of customer behavior with mobile app and cross-device tracking
  • Incorporate related tools and techniques: third-party data visualization, CRM integration for long-term value and lead qualification, marketing automation, phone conversion tracking, usability, and A/B testing
  • Improve data storytelling and foster analytics adoption in the enterprise

Millions of organizations have installed Google Analytics, including an estimated 67 percent of Fortune 500 companies, but deficiencies plague most implementations, and inadequate reporting practices continue to hinder meaningful analysis. By following the strategies and techniques in Google Analytics Breakthrough, you can address the gaps in your own still set, transcend the common limitations, and begin using Google Analytics for real competitive advantage.

Critical contributions from industry luminaries such as Brian Clifton, Tim Ash, Bryan and Jeffrey Eisenberg, and Jim Sterne – and a foreword by Avinash Kaushik – enhance the learning experience and empower you to drive consistent, real-world improvement through analytics.

商品描述(中文翻譯)

《Google Analytics突破》是一本全面的指南,從頭到尾介紹Google Analytics的儀器設置和報告。這是一本非常需要的資源,針對全球最廣泛使用的分析工具提供了完整的最佳實踐基礎,包括測量策略、實施、報告和優化。本書系統地揭示了Google Analytics的各種功能和配置,幫助讀者提升核心能力,發現隱藏的功能,避免常見的問題,並開發下一代的追蹤和分析策略,以了解數字表現的幫助和阻礙,並開始取得更多成功。

《Google Analytics突破》提供了實用的指導和專家觀點,涵蓋了完整的實施和報告技能範圍,包括:

- 學習如何對入站連結進行活動標籤,以揭示電子郵件、社交媒體、PPC和橫幅/重新行銷流量,並自信地測量每個營銷渠道的投資回報率
- 添加事件追蹤,捕捉Google Analytics默認未記錄的許多重要用戶互動,例如視頻播放、PDF下載、滾動和AJAX更新
- 掌握Google Tag Manager,以實現更大的靈活性和實施過程控制
- 設定目標和增強型電子商務追蹤,以根據組織的關鍵績效指標衡量績效,並配置轉換漏斗以分離流失
- 創建與您的受眾群體相對應的受眾段,放大趨勢,並幫助識別優化機會
- 填充反映您的組織、內容和訪問者的自定義維度,使Google Analytics能夠使用您的語言
- 通過移動應用和跨設備追蹤獲得更完整的客戶行為視圖
- 結合相關工具和技術:第三方數據可視化、長期價值和銷售資格的CRM集成、營銷自動化、電話轉化追蹤、可用性和A/B測試
- 改進數據敘事和促進企業中的分析採用
- 由Brian Clifton、Tim Ash、Bryan和Jeffrey Eisenberg以及Jim Sterne等行業專家的重要貢獻,以及Avinash Kaushik的前言,增強了學習體驗,使您能夠通過分析實現持續的現實改進。

數百萬組織已安裝了Google Analytics,其中包括估計有67%的財富500強公司,但大多數實施存在缺陷,不足的報告實踐繼續阻礙有意義的分析。通過遵循《Google Analytics突破》中的策略和技巧,您可以解決自己技能中的不足,超越常見的限制,並開始真正利用Google Analytics獲得競爭優勢。

本書還收錄了Brian Clifton、Tim Ash、Bryan和Jeffrey Eisenberg以及Jim Sterne等行業專家的重要貢獻,以及Avinash Kaushik的前言,增強了學習體驗,使您能夠通過分析實現持續的現實改進。