Former Head of Analytics for Google Publishes New Book

Brian Clifton, former Head of Web Analytics for Google Europe has launched his debut book entitled Advanced Web Metrics with Google Analytics (Sybex, an imprint of John Wiley & Sons, Inc.; April 2008; $39.99).

The book is the first comprehensive how-to guide on Google Analytics. Written by a respected professional within the industry, it meats the demands of marketers, webmasters and website owners by providing the insight needed to optimize a digital marketing strategy.

"Web analytics methodologies have proven so successful at increasing website return on investment that measurement has become almost a mainstream part of online marketing. The web is so competitive nowadays in most sectors, that optimization via continuous measurement is critical to success. In fact, without it you are dead in the water. And that is what this book is about", Brian commented.

"The book is aimed at a broad audience - essentially anyone with an interest in making their web site successful. That includes website owners, marketers, web designers, developers, content creators, PR departments and all the various intermediaries. It's about measuring for success (the title of the first section) and applies best practice techniques on how to do so using Google Analytics."

Published by Sybex, an imprint of John Wiley & Sons, Inc. (http://www.sybex.com/WileyCDA/), and spanning over 353 pages with 11 chapters, the content of the book is written entirely for the latest Google Analytics tracking code (ga.js) and is split into four key sections:

Part I - Measuring Success, is an overview of why understanding your web traffic is important to your business and where exactly Google Analytics fits in.

Part II - Using Google Analytics Reports, explains how to navigate and use the Google Analytics interface and includes 10 Top reports to whet your appetite and begin the analysis of your website.

Part III - Implementing Google Analytics, is the best practice installation and configuration guide detailing how to track all online marketing channels. There is also a hacks chapter featuring implementation techniques not documented elsewhere.

Part IV - Using Visitor Data to Drive Website Improvement, describes how to build a culture of measurement in your organisation from objectives and key results, to key performance indicators. This is followed by a chapter dedicated to real-world tasks that covers optimising checkout systems, pay-per-click campaigns (including AdWords), SEO, and e-mail marketing efforts.

You can download the table of contents, book index and preview Chapter 1 at the authors site www.advanced-web-metrics.com. Note, Brian will be hosting a launch party on Thursday April 24th in London. If you would like to attend please contact launch@advanced-web-metrics.com

About Brian Clifton

Brian Clifton (PhD) (http://www.advanced-web-metrics.com/blog/about-brian-clifton/) is an established search engine marketing and web analytics expert who has worked in these fields since 1997. Specialising in SEO and web analysis, his business was the first UK Partner for Urchin Software Inc., the company that later became Google Analytics. Brian joined Google in 2005 to define, develop and lead the Web Analytics team for Europe Middle East and Africa. He is now Senior Strategist for Omega Digital Media (http://www.omegadm.co.uk/).

About Google Analytics

Google Analytics (http://www.google.com/analytics/) is an enterprise class hosted web analytics tool provided by Google. It enables you to learn about where your website visitors come from and how they interact with your site. With strong features aimed at marketers, the information provided helps you improve your online results. For example, write better ads, strengthen your marketing initiatives, and create higher-converting websites. Google Analytics is free to all advertisers, publishers, and site owners.

About Sybex

Sybex (http://www.sybex.com/WileyCDA/) has been a leading publisher for the global Information technology community for nearly 30 years. Known for its high quality publications that are translated into more than 20 languages, Sybex published about 100 new titles a year and has an impressive backlist of over 450 titles in the graphics, digital photography, operating systems, programming, and gaming categories. Sybex, enjoys a very strong presence in the areas of IT and Business certifications and has close relationships with a number of leading technology companies, including Alias, Microsoft, and Juniper. For more information, visit sybex.com. Sybex is an imprint of Wiley.




Former Head of Analytics for Google Publishes New Book



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