Web Analytics 2.0 Mini Review

Web Analytics 2.0 Mini Review

Being an analytics dork comes with the territory. When Avinash released his new book, Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity, I actually surprised myself with how quick I was to place my order. I read it very quickly, noted the bright spots, and now keep it next to my desk for quick lookups. It’s been out for about 2 months and as I write this post, the book is:

  • #357 on Amazon’s Bestsellers
  • #1 in Computer Science
  • #1 in Website Analytics
  • #1 in Web 2.0
  • … (the list continues.)

Obviously the book has gained tremendous ground. It has a host of 5 star reviews and 10/10 from many, many sources. I was even on a plane last week and saw 2 (!) people reading it. I’ve seen that happen with Seth Godin or Malcom Gladwell but that’s even surprising for Avinash!

So Web Analytics 2.0 is hot. I don’t need to write a review to validate that. I have however been surprised by the lack of adoption amongst some of my advanced peers, so below are three good reasons for even the most knowledgeable analytics guru to give it a read.

Learn How to Choose an Analytics Provider

The popular thing to say when it comes to choosing an analytics provider is either “just use Google analytics” (<25, small to mid market) or “just use Omniture” (manager or above, works for IR 100) but there is a lot more to it than that. Web Analytics 2.0 dives thoughtfully into solving the “who” question and provides a solid model for moving forward.

Anyone who has ever been through an analytics RFP will particularly enjoy the questions to ask sales folks…

See Multitouch/Attribution Explained Well

I would say that I’ve probably seen a hundred presentations or talks on multitouch campaign / attribution analysis. Of those, I’ve seen a handful of good ones. Of those, I’ve seen one or two that you didn’t need years of experience or an advanced degree or brilliant mind to truly get.

The book has one of the best multitouch overviews that I have ever seen.

Analysts: you need to know this.

Consultants: you need to stay ahead of the analysts.

Managers: you need to be able to explain this to executive management.

Executives: you can’t afford to get this wrong.

Gain Analytics Budget

I currently work with around 80 of the biggest brands online, and out of those, only a few appear to be adequately funding their analytics teams. Of those, I’m sure that the managers on those teams may feel otherwise. Mark Twain said “it is wiser to find out than to suppose.” Isn’t business intelligence amongst a company’s greatest assets? In a perfect would, analytics efforts would be infinitely funded.

In only three or four pages, Avinash manages to lay out a great set of strategies for getting the funds you need to provide world class analytics. In other parts of the book, strategies for finding the right people, and setting up a strong team. There is an entire section on the analytics career.

I could come up with way more than three reasons. This is by far the best over book I have read on analytics and I highly recommend picking up a copy. Let me know what you think!