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Google Analytics Integrations, by Daniel Waisberg
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Get a complete view of your customers and make your marketing analysis more meaningful
How well do you really know your customers? Find out with the help of expert author Daniel Waisberg and Google Analytics Integrations. This unique guide takes you well beyond the basics of using Google Analytics to track metrics, showing you how to transform this simple data collection tool into a powerful, central marketing analysis platform for your organization. You’ll learn how Google AdWords, AdSense, CRMs, and other data sources can be used together to deliver actionable insights about your customers and their behavior.
- Explains proven techniques and best practices for collecting clean and accurate information from the start
- Shows you how to import your organization’s marketing and customer data into Google Analytics
- Illustrates the importance of taking a holistic view of your customers and how this knowledge can transform your business
- Provides step-by-step guidance on using the latest analytical tools and services to gain a complete understanding of your customers, their needs, and what motivates them to take action
Google Analytics Integration is your in-depth guide to improving your data integration, behavioral analysis, and ultimately, your bottom line.
- Sales Rank: #169504 in Books
- Published on: 2015-05-04
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .45" w x 7.40" l, 1.47 pounds
- Binding: Paperback
- 216 pages
Review
"Daniel provides critical insight into how to increase both the fidelity and the actionability of your Analytics data through the many available integrations. This practical guide will quickly get you through the setup, diagnose any issues, and cut to the bottom line value of these important connections."
Paul Muret, VP Engineering, Google
"Integrations are among the most important value adds that Google Analytics provides, making it possible to combine both pre visit and visit data to paint a complete end-to-end picture of a visitor's journey through a business. Integrations provide several kinds of important insights/analysis ranging from providing deep insights into what ads lead to high quality traffic (e.g. AdWords integration) to how to better monetize your content (e.g. AdSense integration). Also, Daniel is one of the best people to educate folks on the value and power of these integrations. I have known Daniel for several years now and he is easily among the most knowledgeable people I know when it comes to Analytics. He has worked closely with several businesses and publishers and helped them succeed and it is great to get these deep insights directly from him."
Sagnik Nandy, Distinguished Engineer, Google Analytics
"Daniel's insightful recommendations on how to make digital analytics more actionable via integration are well researched and tightly presented in this wonderful book. This is a must read for analytics users and marketers!"
Babak Pahlavan, Director of Product Management, Google Analytics
"A key benefit of Google Analytics is the deep integration with other Google Product. Daniel does a great job of describing why the integrations are important, how to set them up and how to actually use them. "
Justin Cutroni, Analytics Evangelist, Google Analytics
"Delivering on the promise of big data requires not just capturing massive amounts of data in individual silos, rather it requires an incredible ability to integrate the aforementioned silos to let real insights transform businesses. Daniel's new book outlines specific strategies to accomplish this lofty goal for your digital data!"
Avinash Kaushik, Author of Web Analytics 2.0 & Web Analytics: an Hour A Day From the Back Cover
A roadmap for turning Google Analytics into a centralized marketing analysis platform
With Google Analytics Integrations, expert author Daniel Waisberg shows you how to gain a more meaningful, complete view of customers that can drive growth opportunities. This in-depth guide shows not only how to use Google Analytics, but also how to turn this powerful data collection and analysis tool into a central marketing analysis platform for your company.
Taking a hands-on approach, this resource explores the integration and analysis of a host of common data sources, including Google AdWords, AdSense, CRMs, and many others. Armed with this knowledge, marketers and developers can deliver on the promise of a truly transformative view of customer behavior and acquisition.
Google Analytics Integrations provides the complete, step-by-step guidance businesses need to improve data integration and behavior analysis, and will show you how to:
- Use proven techniques to collect clean and accurate data
- Integrate and import all relevant marketing and customer data into Google Analytics
- Use new analytical capabilities to gain further insight into customer behavior
About the Author
DANIEL WAISBERG is an Analytics Advocate at Google, where he fosters Analytics by educating and inspiring professionals when it comes to making data-driven decisions; he spends a considerable amount of his time analyzing and visualizing data to come up with interesting and actionable stories. Daniel is also the Founder & Editor of online-behavior.com, a respected Analytics portal.
Most helpful customer reviews
8 of 9 people found the following review helpful.
Yep, this is the guide....
By Farm Chick
This easy to read and understand book is THE essential guide to understanding & implementing Google Analytics. I do not consider myself a very technical person yet I have built a few ecommerce sites with Wordpress & platforms like Shopify & Bigcommerce. While you do get some basic analytics with these types of sites, nothing can compare with Google, particularly when it comes to integration with mobile apps, youtube, and customized user data. The problem that this guide solves is in making Google Analytics very easy to understand for anyone & the included screenshots help tremendously for visual learners. The info presented here is both comprehensive and succinct outlined in a way that the average person can easily grasp.
I was able to move through this book fairly quickly without getting bogged down with too much technical terminology. There are some suggested resources to add to the info including the Analytics Academy, Universal Analytics, The Interface Map, etc. which supplement the guide and are absolutely essential to getting started. I find that the information in this integrations book far surpasses the info I have found on the web, which has often has left me with more questions than answers on many occasions, and yes....a great deal of frustration! One simply cannot compare taking hours to find the right answer to a fundamental problem online to having a guide available to answer any question that might (most likely WILL) come up in using Analytics.
Subjects covered in this book include; Implementation & Best Practices, Customizing Your Code, Setting Up The Analytics Interface, Tagging Your Inbound Traffic, AdWords Integration, AdSense Integration, MobileApps Integrations, Webmaster Tools, YouTube Intergration, Custom & Custom Data Integrations, User Data Integration, Marketing Campaign Data Integration, A/b Testing Data Integration, Email Data Integration, and Offline Data Integration.
I personally have gotten the most out of the marketing campaign & email data integration chapters since I am not yet at the point of using Adsense & Adwords for my sites. I mention this because I had first assumed this book dealt primarily with those channels, and I was wrong. This guide is intended for all levels of users of Google Analytics and you can easily skip to the chapter that's most relevant for your usage. The author also makes himself available to answer questions should Google decide to change/upgrade info in addition to the tips provided here, and that's downright handy. Highly recommended!
4 of 5 people found the following review helpful.
A great guide to the free, comprehensive Google Analytics platform
By Bob Walter
This is a very interesting read. Since it's written by a current Google employee, it gives insight into the Google analytics platform in the context of Google's intentions. I use Google analytics in addition to a tool that I host on my servers, Piwik. The numbers from Piwik and Google never agree. Google always shows more users. This is interesting since the Javascript for both are located one after the other in my footer. However, exact numbers is much less important than trends and page popularity, entry, and exit pages.
This book explained exactly how Analytics integrations, the combination of pre- and post-visit activities can help improve site performance. There is much in this book that goes way past my interest in site analytics, but if you have a site that produces revenue, this book and the very robust Google platform provide help in building traffic and revenue.
The book itself is well organized and it is easy to go directly to the topic of interest. While it's true that the Google help pages provide the same information, just having it in convenient form organized for easy use is well worth the price. If you use Google analytics, even casually, you will get value from this book.
6 of 8 people found the following review helpful.
Just the Book I Needed
By Rebecca Haden
Google Analytics is the gold standard for web analytics, and arguably the best source of data on website performance.
This book is not for people who are new to analytics, but it begins with an excellent discussion of how -- and why -- to start with business goals, build key performance indicators, and plan how to collect and analyze data, as well as some thoughts about testing and getting buy-in from others in your organization. This plan is much better than merely poking around in your analytics and responding to the up and down arrows.
The first chapter has a number of other useful discussions on matters like tagging traffic, setting up your interface, and implementing tracking code. None of this is extensive, but it's enough for people who are fairly comfortable with Google Analytics and able to Google up the details.
The main part of the book tells yo how to integrate Google Analytics code with other things. It takes you through the official integrations, including Adwords, AdSense, mobile apps, Webmaster Tools, and YouTube. While all this information is available online, there is a lot to be said for having step by step instructions right in front of you as you work. The instructions are thorough and written in a generally non-technical manner, though you do need to be familiar with cncepts like destination URLs, paid search, etc.
Having covered the integrations which are available in Google Analytics, the book goes on to discuss how to do custom data integration. This section frequently refers readers to Google's own documentation, and you shouldn't expect to be able to follow the instructions if you don't know HTML. However, this is again more detailed and accessible than what you'll find in Google's instructions, which are directed to professional developers.
This is entirely a how-to book, not a book to enjoy reading on your porch. If you've had some frustrations with GA integrations, or wished you could do them yourself but didn't want to take a chance, this is exactly the book you need.
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