Yahoo! Web Analytics: Tracking, Reporting, and Analyzing for Data-Driven Insights

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John Wiley & Sons, Aug 18, 2009 - Computers - 408 pages
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Yahoo! Web Analytics teaches readers how to collect data, report on that data, and derive useful insights using Yahoo!’s free Web analytics tool . This detailed resource from Yahoo!’s Director of Data Insights discusses the why of Web analytics as well as the how while revealing secrets and tricks not documented elsewhere. The thorough book also offers step-by-step instructions and advanced techniques on everything from using data collection groupings to creating compelling data visualizations. It’s a must-read for all analytics professionals and those who want to be.
 

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Contents

Advanced Web Analytics Installation
1
Content and Advanced Conversion Tracking
25
Enterprise Campaign Tracking
57
xiv
63
Merchandising Tracking and Reporting
83
Advanced Instrumentation
109
Utilizing an Enterprise Web Analytics Platform
133
Customizing Report Results
165
Distinctive Reports and Usage
249
Using Scenarios for Funnel Analysis
257
Merchandising Reports
263
Using Internal Search Reports
272
Actionable Insights
279
Organizing Ad Groups
286
Form Analysis and Optimization
303
Content Optimization and Competitive Analysis
325

Using Basic Reports as Templates for Customization
195
xvi
215
Using Dashboards
223
Appendix Yahoo Web Analytics Web Services API 349
349
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