This hands-on guide shows you how to get the most out of this free and powerful tool -- whether you're new to Google Analytics or have been using it for years.Google Analytics shows you how to track different market segments and analyze conversion rates, and reveals advanced techniques such as marketing-campaign tracking, a valuable feature that most people overlook. And this practical book not only provides complete code samples for web developers, it also explains the concepts behind the code to marketers, managers, and others on your team.Discover exactly how the Google Analytics system worksLearn how to configure the system to measure data most relevant to your business goalsTrack online marketing activities, including cost-per-click ads, email, and internal campaignsTrack events -- rather than page views -- on sites with features such as maps, embedded video, and widgetsConfigure Google Analytics to track enterprise data, including multiple domainsUse advanced techniques such as custom variables and CRM integration

    "Web Analytics 2.0" presents a new framework that will permanently change how you think about analytics. It provides specific recommendations for creating an actionable strategy, applying analytical techniques correctly, solving challenges such as measuring social media and multichannel campaigns, achieving optimal success by leveraging experimentation, and employing tactics for truly listening to your customers. The book will help your organization become more data driven while you become a super analysis ninja Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

    Discover the best tools for keyword research, tips on crafting winning ad copy, advanced PPC optimization tricks, winning bidding strategies, and much more. If you manage AdWords PPC accounts, you won't want to miss this expert, detailed instruction.Covers the essential and advanced capabilities of Google AdWords Explores keyword research, PPC optimization strategies, the intricacies of Content Nation, how to interpret results and reports, and much more Provides busy marketers, consultants, PR professionals, Web developers, and others with an invaluable, step-by-step guide of advanced concepts Goes well beyond the basics and offers tips and tactics that you can immediately apply to your own campaigns Reinforces concepts through fascinating, real-world case studies Includes a $25 Google Adwords Gift Card for new customers If you've been seeking a practical, expert book on Google AdWords, one that goes well beyond the basics, Advanced Google AdWords is it!

    This second edition of a bestselling guide to landing page optimization includes case studies with before-and-after results as well as new information on web site usability. It covers how to prepare all types of content for testing, how to interpret results, recognize the seven common design mistakes, and much more. Included is a gift card for Google AdWords. Features fully updated information and case studies on landing page optimization Shows how to use Google's Website Optimizer tool, what to test and how to prepare your site for testing, the pros and cons of different test strategies, how to interpret results, and common site design mistakes Provides a step-by-step implementation plan and advice on getting support and resources Includes a Google AdWords gift card Landing Page Optimization, Second Edition is a comprehensive guide to increasing conversions and improving profits.

    Redesigning your home page won't help. Investing in a new content management system won't fix it, either. So, where do you start? Without meaningful content, your website isn't worth much to your key audiences. But creating (and caring for) "meaningful" content is far more complicated than we're often willing to acknowledge. Content Strategy for the Web explains how to create and deliver useful, usable content for your online audiences, when and where they need it most. It also shares content best practices so you can get your next website redesign right, on time and on budget. For the first time, you'll: See content strategy (and its business value) explained in plain languageFind out why so many web projects implode in the content development phase ... and how to avoid the associated, unnecessary costs and delaysLearn how to audit and analyze your contentMake smarter, achievable decisions about which content to create and howFind out how to maintain consistent, accurate, compelling content over timeGet solid, practical advice on staffing for content-related roles and responsibilities "

    If you're looking for more leads, sales, and profit from your website, then look no further than this expert guide to Google's free A/B and multivariate website testing tool, Google Website Optimizer. Recognized online marketing guru and New York Times bestselling author, Bryan Eisenberg, and his chief scientist, John Quarto-vonTivadar, show you how to test and tune your site to get more visitors to contact you, buy from you, subscribe to your services, or take profitable actions on your site. This practical and easy-to-follow reference will help you:Develop a testing framework to meet your goals and objectives Improve your website and move more of your customers to action Select and categorize your products and services with a customer-centric view Optimize your landing pages and create copy that sells Choose the best test for a given application Reap the fullest benefits from your testing experience Increase conversions with over 250 testing ideas Take the guesswork out of your online marketing efforts. Let Always Be Testing: The Complete Guide to Google Website Optimizer show you why you should test, how to test, and what to test on your site, and ultimately, help you discover what is best for your site and your bottom line.

    Drawing on years of experience as successful SEO consultants, Jennifer Grappone and Gradiva Couzin provide detailed, practical, and often surprisingly simple techniques for improving results. Their simple strategies include setting SEO goals, site optimization, developing and implementing a strategy that might include both free and paid efforts, and tools for monitoring trends, measuring the competition, and tracking results.

    And it’s still short, profusely illustrated…and best of all–fun to read.If you’ve read it before, you’ll rediscover what made Don’t Make Me Think so essential to Web designers and developers around the world. If you’ve never read it, you’ll see why so many people have said it should be required reading for anyone working on Web sites.

    So how do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules equips you for online success as a one-stop source on the art and science of developing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online--and using them to establish credibility and build a loyal customer base.Find an authentic "voice" and craft bold content that will resonate with prospects and buyers and encourage them to share it with others Leverage social media and social tools to get your content and ideas distributed as widely as possible Understand why you are generating content--getting to the meat of your message in practical, commonsense language, and defining the goals of your content strategy Write in a way that powerfully communicates your service, product, or message across various Web mediums Boost your online presence and engage with customers and prospects like never before with Content Rules.

    How do you present large volumes of information to people who need to find what they're looking for quickly? This classic primer shows information architects, designers, and web site developers how to build large-scale and maintainable web sites that are appealing and easy to navigate. The new edition is thoroughly updated to address emerging technologies -- with recent examples, new scenarios, and information on best practices -- while maintaining its focus on fundamentals. With topics that range from aesthetics to mechanics, Information Architecture for the World Wide Web explains how to create interfaces that users can understand right away. Inside, you'll find:* An overview of information architecture for both newcomers and experienced practitioners* The fundamental components of an architecture, illustrating the interconnected nature of these systems. Updated, with updates for tagging, folksonomies, social classification, and guided navigation* Tools, techniques, and methods that take you from research to strategy and design to implementation. This edition discusses blueprints, wireframes and the role of diagrams in the design phase* A series of short essays that provide practical tips and philosophical advice for those who work on information architecture* The business context of practicing and promoting information architecture, including recent lessons on how to handle enterprise architecture* Case studies on the evolution of two large and very different information architectures, illustrating best practices along the way* How do you document the rich interfaces of web applications? How do you design for multiple platforms and mobile devices? With emphasis on goals and approaches over tactics or technologies, this enormously popular book gives you knowledge about information architecture with a framework that allows you to learn new approaches -- and unlearn outmoded ones.

    This authoritative book scrapes away these bad features to reveal a subset of JavaScript that's more reliable, readable, and maintainable than the language as a whole--a subset you can use to create truly extensible and efficient code.Considered the JavaScript expert by many people in the development community, author Douglas Crockford identifies the abundance of good ideas that make JavaScript an outstanding object-oriented programming language-ideas such as functions, loose typing, dynamic objects, and an expressive object literal notation. Unfortunately, these good ideas are mixed in with bad and downright awful ideas, like a programming model based on global variables.When Java applets failed, JavaScript became the language of the Web by default, making its popularity almost completely independent of its qualities as a programming language. In JavaScript: The Good Parts, Crockford finally digs through the steaming pile of good intentions and blunders to give you a detailed look at all the genuinely elegant parts of JavaScript, including:SyntaxObjectsFunctionsInheritanceArraysRegular expressionsMethodsStyleBeautiful featuresThe real beauty? As you move ahead with the subset of JavaScript that this book presents, you'll also sidestep the need to unlearn all the bad parts. Of course, if you want to find out more about the bad parts and how to use them badly, simply consult any other JavaScript book.With JavaScript: The Good Parts, you'll discover a beautiful, elegant, lightweight and highly expressive language that lets you create effective code, whether you're managing object libraries or just trying to get Ajax to run fast. If you develop sites or applications for the Web, this book is an absolute must.

    This second edition brings you up to date on recent changes in search engine behavior—such as new ranking methods involving user engagement and social media—with an array of effective tactics, from basic to advanced.Comprehend SEO’s many intricacies and complexitiesExplore the underlying theory and inner workings of search enginesUnderstand the role of social media, user data, and linksDiscover tools to track results and measure successRecognize how changes to your site can confuse search enginesLearn to build a competent SEO team with defined rolesGlimpse the future of search and the SEO industry

    This guide also helps you understand the many data-mining techniques in use today.Based on an MBA course Provost has taught at New York University over the past ten years, Data Science for Business provides examples of real-world business problems to illustrate these principles. You’ll not only learn how to improve communication between business stakeholders and data scientists, but also how participate intelligently in your company’s data science projects. You’ll also discover how to think data-analytically, and fully appreciate how data science methods can support business decision-making.Understand how data science fits in your organization—and how you can use it for competitive advantageTreat data as a business asset that requires careful investment if you’re to gain real valueApproach business problems data-analytically, using the data-mining process to gather good data in the most appropriate wayLearn general concepts for actually extracting knowledge from dataApply data science principles when interviewing data science job candidates

    In this book, you’ll learn how many of the most fundamental data science tools and algorithms work by implementing them from scratch. If you have an aptitude for mathematics and some programming skills, author Joel Grus will help you get comfortable with the math and statistics at the core of data science, and with hacking skills you need to get started as a data scientist. Today’s messy glut of data holds answers to questions no one’s even thought to ask. This book provides you with the know-how to dig those answers out. Get a crash course in Python Learn the basics of linear algebra, statistics, and probability—and understand how and when they're used in data science Collect, explore, clean, munge, and manipulate data Dive into the fundamentals of machine learning Implement models such as k-nearest Neighbors, Naive Bayes, linear and logistic regression, decision trees, neural networks, and clustering Explore recommender systems, natural language processing, network analysis, MapReduce, and databases

    Ironically, I must recommend that you read her every word so that you can find out why your customers won't read very many words on your website -- and what to do about it.-- Jakob Nielsen, Principal, Nielsen Norman Group"There are at least twelve billion web pages out there. Twelve billion voices talking, but saying mostly nothing. If just 1% of those pages followed Ginny's practical, clear advice, the world would be a better place. Fortunately, you can follow her advice for 100% of your own site's pages, so pick up a copy of Letting Go of the Words and start communicating effectively today."--Lou Rosenfeld, co-author, Information Architecture for the World Wide WebOn the web, whether on the job or at home, we usually want to grab information and use it quickly. We go to the web to get answers to questions or to complete tasks - to gather information, reading only what we need. We are all too busy to read much on the web.This book helps you write successfully for web users. It offers strategy, process, and tactics for creating or revising content for the web. It helps you plan, organize, write, design, and test web content that will make web users come back again and again to your site.Learn how to create usable and useful content for the web from the master - Ginny Redish. Ginny has taught and mentored hundreds of writers, information designers, and content owners in the principles and secrets of creating web information that is easy to scan, easy to read, and easy to use.This practical, informative book will help anyone creating web content do it better.Features* Clearly-explained guidelines with full color illustrations and examples from actual web sites throughout the book. * Written in easy-to-read style with many befores and afters.* Specific guidelines for web-based press releases, legal notices, and other documents.* Tips on making web content accessible for people with special needs.Janice (Ginny) Redish has been helping clients and colleagues communicate clearly for more than 20 years. For the past ten years, her focus has been helping people create usable and useful web sites. She is co-author of two classic books on usability: A Practical Guide to Usability Testing (with Joseph Dumas), and User and Task Analysis for Interface Design (with JoAnn Hackos), and is the recipient of many awards.