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Google Analytics Book Earns Company’s Endorsement

Google advertises new marketing tome

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If you’re interested in marketing and Google Analytics, and have $27 and the time to read 450 pages to spare, Google thinks it knows of just the right book for you.  Yesterday evening, the search giant took the rather unusual step of endorsing a privately-authored paperback called Performance Marketing with Google Analytics.

Performance Marketing with Google AnalyticsAgain, the book wasn’t put out by Google or even any current employees.  Instead, it was written by Sebastian Tonkin, who used to work for the company, Caleb Whitmore, the founder of Analytics Pros, and Justin Cutroni, the director of digital intelligence at WebShare.

But the book impressed Avinash Kaushik, Google’s analytics evangelist, to the point that he was willing to write a foreword, and on the Google Analytics Blog, a post stated late yesterday, "A new book by a stellar team is now available for you to take your usage of Google Analytics to the next level."

Specifically, topics that the book addresses include AdWords, customer loyalty, online strategy, and ROI.  Plus email, offline, SEO, and social media campaigns, along with winning market share from competitors.

Anyway, the Google blog post pointed out that you can get the book on Amazon if you like, or read a little more about it on the official site.

Google Analytics Book Earns Company’s Endorsement
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  • http://www.superfloorcoat.com Epoxy Paint

    Too bad the book doesn’t cover specifics of ecommerce tracking. You can write a novel on the intricacy of tracking your funnel cycle & what percentage that are going thru and buying vs that bounce out of the transaction. Any industry can benefit from this including seattle loan modification or carpet redmond services.

  • http://www.reallysimpleseo.com/ David Howlett

    I took at look inside at Amazon and it seem a great book, but will anyone have the time to read it. We’ve found with Analytics it’s best to dive in and go on with it, but I guess it will be good for people who want to go that bit further.

    It also seems to give quite a bit on the why of Analytics which would be useful.

  • http://www.analyticsformarketers.com Caleb Whitmore

    Doug: thanks for the post about this book! I’m one of the co-authors of Performance Marketing with Google Analytics. We worked really hard to make the book essentially a download of our experience working with GA since it was launched over 5 years ago.

    David: you raised a good point about “who has time to read an analytics book” (especially ours if you’ve held it in your hands, all 400+ pages). It is true that analytics should be something you *do* and not just read about, HOWEVER, I would have to say that I think this book is one worth reading (yes, I’m obviously biased). But, hear me out.

    I’ve been consulting around Google Analytics since before it was even publicly available. Over those years I have met and worked with thousands and thousands of people who use GA and have fielded their questions – usually the same ones. What I worked to write in this book are answers to those questions.

    So, yes, dive in, but use the book as a guide.

    Also, here’s my tip on reading it. The book is really 3 books in one. The first 3 chapters address the “theory” behind how we approach everything else in the book and how we believe you should approach business and marketing, not just web analytics. That is essential for setting the foundation, so I strongly recommend reading it.

    The next “book within the book” includes chapters 4 through 7. This section is all about Google Analytics top-to-bottom. It covers history of the tool, how it works, how to set it up in basic and advanced scenarios, as well as all the features – basic and advanced – and how they work and should be used. Almost all people I’ve met use less than half the features within GA. I hear all the time that “Google Analytics isn’t sophisticated” or “Google Analytics can’t do this” when in reality it IS and can do exactly what the person hopes it can – they just didn’t read a book or take a class on it :).

    The third “book” is my favorite part because it does something no other book in this space does – it melds together the theory and the practical around each major area of online marketing. If your job is SEO, you can literally just read the chapter on SEO to learn how to use Google Analytics to further Search Engine Optimization work. If your job is Email, there’s a chapter for that. SEM, a chapter for that too. Offline media? Yes, that too is covered.

    So, long way to say, thanks again to both of you and David, I hope that you DO take the time to read the book – at least all of chapters 1 – 3, the parts of 4 – 7 that you need to brush up on, and portions of 8 – 15 that are relevant to your specific job.

    Best,

    -Caleb Whitmore

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