How beginners should learn Web Analytics II

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Introduction】

　　

This dragon Boat festival is probably the most annoying I have ever felt. Originally this afternoon's flight to Sydney, but because of their carelessness, the moment before departure to find a visa problem, unable to do! The hectic return of flights and hotels, and missed a very important meeting, a mess ...

So, the time that should belong to fly to share to our novice friend, because a lot of friends sent letters to me, asked me all kinds of questions, such as what should read books or something. I would like to be able to help you quickly open the Web Analytics portal through this sequel.

Body】

Or last year, wrote an article "Readers letter" novice How to learn Web analytics? (http://www.chinawebanalytics.cn/"Reader letter" how novice how to learn Web Analytics?/), talk about the basis of the website analysis, friends are very concerned about, But the discussion of the method is not much, I should make up a sequel, Talk about learning Web site analysis methods.

is reading first, or practice first?

We have been studying in the school for a long time, but we have to know that the domestic education is very failure. For example, English, if you have studied for more than 10 years can not talk with foreigners is not your fault, is our country's education, and the more you a good student, you will learn English--not to mention some English directly is wrong, but also be in the book! China educates a whole large cup. Some friends asked me to test the domestic postgraduate, I said, if you want to find a good wife in the Graduate school, or to read, otherwise do not waste a few years of youth.

Talk a lot of nonsense, back to the site analysis of the study. Frankly speaking, I did not read any of the website analysis of the book, I initially studied for a year of web analytics, did not read any books.

Is the book Really Useful?

If you read through a chapter, the clear answer is that you are wasting your time, at least inefficient. Website analysis is the practice of science, which means that it is the same as swimming, are you really ready to read three books about swimming and then jump into the pool?

So, I think the book is useful, but you have to make good use of it, if you do not intend to read any book at the beginning, do not worry, you can learn the Web site analysis, and no more than those who read n book the situation is poor.

How to do it? The method is simple, direct practice.

First, you have to have a website, and this site can add Google Analytics monitoring code. If this site has some traffic, it is better, if there is not a lot of traffic, do not worry, good writing content, slowly save the flow, or completely no traffic does not affect the basic knowledge of web analytics (because you are novice, the beginner stage site has no traffic is okay).

However, if you do not have a site to practice, then learn the site analysis will not take advantage of the hand, really so, the proposal to have a website after the site analysis to learn, or really will be less.

　　

Yes, I stress the addition of Google Analytics code is because Google Analytics is a very normative tool, site analysis has a number of different standards and definitions, although they are similar but not the same, and GA close to people's customary habits. In addition, Google Analytics is an English tool, which is useful for learning standard web Analytics.

Then, forget the so-called "analysis", first read the text in Ga. The GA report is very learned, every metric, every noun, every chart type, is to be learned. These things, reading is too hard to learn, should be met do not understand the book, the book as a dictionary look. If the book can not find, in my blog (http://www.chinawebanalytics.cn/) find, still can't find, on Google search (now in English version of the role of GA is reflected). Please note that in addition to the story book, there is no book worth reading from beginning to end, perhaps extreme, but you don't have the time, just read what you need, remember, remember.

Finally, even the practice of learning needs to be prioritized, which will be discussed below.

Here again, from the practice of secondary school, with problems, not in the beginning of the pursuit of the system to learn, or will be very tired very troublesome.

Start from the basics and prioritize

The website analysis certainly needs to start from the foundation to learn.

What is the basis? There are three basic knowledge that must be mastered:

Two basic methods of web analytics--The basic concepts of log and Code methods, and their respective pros and cons

Code Method Web site Analysis tool work (realize monitoring) the basic principle and installation use method

Basic Metrics for web analytics

The basic metrics of web analytics look sexy and eye-catching, but the first two are just as important, or you may have a smattering of basic metrics, because understanding these basic metrics necessarily requires an understanding of the monitoring principles of web analytics tools.

For the first two knowledge, at present there are not too many systems in the country, I did not write too much, if you feel the need to let me talk, please give me a reply after this article, I will definitely out of two special articles. If there is no need to talk about it, you can read Wikipedia's Web analytics entry, which is a classic Wikipedia entry. The book I am writing also includes these two parts of the system.

On the 3rd, the Basic measurement of website analysis needs to be studied carefully. These metrics, with the exception of PV, seem to be easy to understand, and it's easy to get confused when you need to use them. For example, UV, is a very "cunning" metric, you are sure you really understand the daily unique visitor, weekly unique visitor and monthly unique visitor and differs unique Visitor the difference?

For example, I ask you a simple question, March 22 I visited the website once, April 2 and visited again, so the increase from March 16 to April 15 between the monthly unique visitor is how much? Please reply in the message area, correct "award". :)

There are stories behind every metric, and secrets that belong to them. Believe me, they are not as simple as they seem.

What do you need to do now, if you think you're right in front of the three basics? See below--

Google Conversion University

　　

is a very good "advanced" web Analytics Learning Library. In fact, they are a webinar collection of Google Analytics basics. I recommend it because it is an efficient learning tool. However, unfortunately, this tool for English has certain requirements, but all the explanations are English original, spend some time to figure out what each slide is talking about, it is worthwhile.

I think, instead of reading Google Analytics books, especially those English original books, it is better to use this tool to come quickly, directly, especially in combination with your practice, really more effort!

People always feel that free things do not pay good, money to buy books feel that they have the desire to learn, but the world has changed, reading is no longer the only way to learn, it is not necessarily the most efficient way of learning.

After learning this Google conversion University (GCU), do you really want to test Google Analytics that certification? About the exam, I am very responsible to say, if you read the GCU two times, and understand, Then the 75-pass exam is really a pediatrics. What is the use of this certification? I'm afraid there is no real meaning. The most important point is that you learn something through it. BTW, I am only 94 points, I believe you can test better than me, but I think the process of learning than the test itself to harvest much more. So, do not aim at the final exam to read this material, you want to learn really useful knowledge, don't you?

Decide whether you want to go the technical route or the analysis route.

The first three points I said if all finished, then congratulate you, you are no longer a novice, you are a qualified website analyst. Now, what's in front of you is a decision-should I take the technical route or analyze the route?

You may never have thought about it, but it is a problem.

　　

For example, in Omniture,business consultant and implementation consultant are two different jobs, the former is a specific analysis of the site, the latter is through the implementation of technology to make the Web site analysis data possible.

Of course, you can go both ways, but most people have limited energy and we'd better find one that we're better at.

If you decide to take a technical route, you also need to know the technical knowledge of the site's front-end, such as HTML, JavaScript, and other Web implementation technologies. This, my blog can not teach you, I am not an expert.

If you decide to go to the analysis route, then the things you're going to do are equally clear.

First of all, learn the basic model and thinking method of web analytics--part of my blog (http://www.chinawebanalytics.cn/site-map/), and the other part, give full play to your imagination!

Second, learn Excel's basic formulas, charts, tables, and conditional formats, and use them skillfully. Note that there is no need for complex mathematical statistics and data modeling, but the basic functions of fast sorting data, fast data calculation, fast matching, and finding replacements are not ambiguous, the charts should be well done, and don't let the graphs get too boring.

Finally, try to do their own website Analysis report, put forward their own suggestions for improvement. on how to write a website analysis report, I will write an article devoted to some of the mistakes I have encountered in writing reports, and I hope that we can participate in together.

Combining industry analysis is the kingly way

Learn all the things in front of you and you are almost quite comprehensive. However, the site analysis is specific, different industries, different types of Web sites, the need for analysis of the site, in fact, is different.

For example, E-commerce sites and the company's portal site, analysis of the main points and methods are not the same. The previous study applies to all industries, but if you want to conduct in-depth analysis of the Web site, not the actual business is impossible, it must be combined with specific industry analysis.

Here, I can not talk much, even I do not dare to say "understand the industry", but if you have the opportunity to practice, then perhaps you can grasp the secrets of multiple industry website analysis.

So, web Analytics fast learning without secrets, answers in practice. If you want to learn the site analysis, then, in the front of the "three basic" tamping on the basis of the courage to find more opportunities for practice, do not let off any one of their own doubts, more hands-on try, web analytics introductory even proficient, not so difficult! I wish you success!

By the way, don't forget to leave me a message, your thoughts, your questions, your doubts, your advice about me needing to write two additional posts, and your answer to my question.

Appendix: Web Analytics can read a few books (but do not plunge into the climb out!)

All are in English, Chinese is not good now. Wait for my book!:)

1. sybex–advanced Web Metrics with Google Analytics. Mar 2008. Although it is the 2008 book, but there are some of the basic implementation of web analytics and web analytics tool fundamentals, it is worth reading. You can also read through the book if you feel that learning GCU is not enjoyable.

2. Google Analytics by Justin Cutroni (O ' Reilly shortcuts). This book is good, the content is concise, can read out all.

3. Wiley-web Analytics For Dummies (2007). Idle boredom can be turned over.

4. Two of Avinas, read the English version. However, beginners are not recommended for reading.

5. Sybex–landing Page optimization–the Definitive Guide to testing and tuning for Conversions–jan 2008. Worth reading, casually browsing, there will be harvest.

6. Don ' t make me, it's not directly related to web analytics, but it's worth reading.

Can read these, has been very good, the other, we suggest it, such as traffic behind the secret what, I actually did not look, if you feel good, may wish to comment recommended!

Finally, I wish you all a happy Dragon Boat festival!