Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI

456 Pages·2010·4.14 MB·English

by  Sebastian Tonkin

Hit your target market every time
Tonkin
Whitmore
Performance Marketing
Cutroni
How do visitors get to your Web site? What do they do when they get there? How many do business
with your company? How can you turn more visitors into customers? P
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Google Analytics can tell you. You don’t have to be a Web guru; just follow the practical advice of
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these experts. Their case studies and step-by-step guidance demonstrate how to improve your
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Google Analytics
marketing strategy with Google Analytics. They’ll even tell you where to fi nd help when you need it. o
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Maximize your online marketing m
• Defi ne a successful, ROI-focused online strategy a
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• Leverage the tools, vendors, and team structure that work best for your business
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• Install and confi gure Google Analytics, or learn to tell your Webmaster what you need
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• Understand analysis concepts, features, and reports
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• Analyze what Google AdWords™, Yahoo!® Search Marketing, and Bing™ can off er
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• Learn to successfully engage users through blogs, social media, and e-mail
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• Learn which metrics matter and how to measure the success of SEO, display ads, and other tools k
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Save 50% on the Google Analytics Individual Qualifi cation Test (GA IQ). Details inside t
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Sebastian Tonkin is an entrepreneur and former g
member of the Google Analytics Marketing Team.
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Caleb Whitmore is a veteran Google Analytics
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Authorized Consultant and Founder of Analytics
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Pros, a company dedicated to

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Justin Cutroni is
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author of the popular
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blog Analytics Talk, e
a Google Analytics
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Seminars leader and a
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consultant who helps
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companies understand
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how they can get greatest y
value from Google Analytics. t
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for Maximizing Online ROI
Visit our Web site at s
www.wiley.com/compbooks ™
COMPUTERS/Internet/General
Sebastian Tonkin • Caleb Whitmore • Justin Cutroni
$39.99 US/$47.99 CAN
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Performance
Marketing

with
Google™ Analytics
Strategies and Techniques for
Maximizing Online ROI
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0011__557788331155--ffffiirrss..iinndddd iiii 33//3300//1100 88::3344::0077 AAMM
Performance
Marketing

with
Google™ Analytics
Strategies and Techniques for
Maximizing Online ROI
Sebastian Tonkin
Caleb Whitmore
Justin Cutroni
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Performance Marketing with Google™ Analytics
Published by
Wiley Publishing, Inc.
111 River Street
Hoboken, N.J. 07030
www.wiley.com
Copyright © 2010 by Wiley Publishing.
Published by Wiley Publishing, Inc., Indianapolis, Indiana
Published simultaneously in Canada
ISBN: 978-0-470-57831-5
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1
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Credits
Acquisitions Editor Technical Editors
Stephanie McComb David A. Booth
Corey Koberg
Editorial Manager
Robyn B. Siesky Cover Design
Michael Trent
Vice President and
Executive Group Publisher Copy Editor
Richard Swadley Steven Hiatt
Vice President and
Executive Publisher
Barry Pruett
Business Manager
Amy Knies
Marketing Manager
Sandy Smith
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About the Authors
Sebastian Tonkin joined product marketing at Google in 2007, driving metrics and acquisition strategy
for iGoogle before joining the Google Analytics marketing team in 2008. On the Google Analytics team,
Sebastian continued to shape acquisition strategy and also served as managing editor of the offi cial
Google Analytics blog. Prior to joining Google, Sebastian led an independent Web consultancy,
developing and promoting Web sites for clients in industries including insurance, consulting,
manufacturing, education, and fi lm. Sebastian graduated summa cum laude from the University of
Pennsylvania with a B.A. in history.
Caleb Whitmore is a veteran user of Google Analytics and a frequent speaker and contributor to blogs
on the subject of performance marketing. He is best known for helping clients solve business and
marketing challenges using Google Analytics. Caleb is founder of Analytics Pros, a Google Analytics
authorized consultancy providing specialized products, consulting, training, and support to agencies,
startups, and enterprise-level clients worldwide. Prior to this, Caleb built the Search & Analytics team at
POP, a leading independent interactive agency and one of the fi rst Google Analytics authorized
consultancies. Caleb lives in Seattle with his wife and children, and in his spare time enjoys skiing and
fl y fi shing.
Justin Cutroni is a respected leader in the Web analytics industry who helps organizations integrate
Google Analytics and Web analytics into their decision-making processes. Working with marketers,
senior management, and IT teams, Justin helps teams develop implementation plans and processes
needed to generate actionable data and business insights. Justin is also an active participant in the Web
analytics community, with a strong passion for sharing knowledge and advancing the industry. Justin is
the author of the popular blog Analytics Talk and frequently speaks at conferences and trade shows.
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Acknowledgments
We’d like to start by thanking the Google Analytics team for making such a great product. Over the
years numerous people have listened to our feedback, shared technical details, and given us support to
share Google Analytics with the world. Thanks Alex, Phil, Nick, Amy, Eva, Brett, and Avinash for
sharing everything you know.
Also, thank you to the community of Google Analytics authorized consultants, with whom we have
had the privilege to interact, sharing ideas and knowledge, and who have built some of the fantastic tools
and community additions we cover in this book.
A special thank you to Dave and Corey from Webshare for all their help in pulling together this
project and to all the individuals and organizations who took the time to contribute case studies.
We’d also like to thank the great team at Wiley that helped pull this book together! Thanks to
Stephanie for the guidance, support, and — most important — patience!
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