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.

Turn website data into powerful insights and profitable actions with the new Yahoo! Web Analytics tool and this unique, in-depth book. Yahoo! insider and Internet analytics expert Dennis R. Mortensen provides detailed tips and techniques for successfully using Yahoo! Web Analytics to gain the competitive advantages you seek.
Learn the “why” as well as the “how” of web analytics and discover Yahoo! Web secrets and tricks not found anywhere else. Inside, you’ll also find:

* Detailed data collection advice, including how to use data collection groupings and track almost everything, from simple page views to custom-created fields
* How to best implement campaign tracking, including paid search setup, multiple campaign categories, and merchandising tracking and reporting
* In-depth explanations of advanced filtering capabilities, including powerful ways to customize reports
* Powerful data visualization tools and optimal dashboard configurations, which are illustrated in the 16-page color insert
* Exclusive and expert-level optimization techniques for everything from pay-per-click campaigns to Flash- and Ajax-based objects
* Time-saving tips, hands-on exercises, and fascinating examples using real client experiences