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Advance Praise for Yahoo! Web Analytics
In Yahoo! Web Analytics Dennis Mortensen manages to do the impossible by adding real value to our
knowledge of web analytics in an already crowded market. His clear language and excellent examples
make this book required reading for any web analytics practitioner interested in extending his use of
freely-available tools. Dennis is one of the best and brightest in the web analytics industry, and Yahoo!
Web Analytics reinforces that with every page.
—Eric T. Peterson, author of Web Analytics Demystified
Dennis doesn’t just know what he’s talking about, he’s built it, grown it, consulted on it, and sold it to
Yahoo! Now—finally—he’s written the book. Don’t let Dennis’s smile and positive attitude fool you—
he has the proverbial steel-trap mind and doesn’t miss a thing. You get the advantage of his insight, his
wisdom, and his unerring ability to tell it like it is. He can explain the “why” of web analytics very
well but is stellar at showing you the “how.” Specific variable settings, actual conversion tracking, and
getting the most out of your search marketing dollar—it’s all here. If you want to actually derive value
from these tools rather than just look at the pretty reports, Dennis lays it all out. This is a book you can
count on.
—JIM STERNE, Founder, eMetrics Marketing Optimization Summit
Web analytics plex, but Dennis prefers things to be simple. As the individual who drove the ini-
tial development of Yahoo!’s Web Analytics tool, he managed to conquer mind-plex
issues by presenting them in a simple and useful way. It’s no wonder that he did it again with his Yahoo!
Web Analytics book. Dennis takes you behind the scenes of this robust web analytics application and
explains how to implement it in just about every situation so that you get what you need out of this tool.
Whether you use the Yahoo! Web Analytics or not, this book belongs on any