Yahoo! web analytics: tracking, reporting, and analyzing for data driven insights

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.

1. Getting started.

2. Content and advanced conversion tracking.

3. Enterprise Campaign Tracking.

4. Merchandizing tracking and reporting.

5. Advanced instrumentation.

6. Working report results.

7. Customizing report results.

8. Using basic reports as templates for customization.

9. Using dashboards.

10. Distinctive reports and usage.

11. Paid Search analysis and optimization.

12. Form analysis and optimization.

13. General content analysis and optimization.