I wanted to like this book. The author seems jovial, the proceeds go to a good cause, and it seemed to harbor an iterative approach to understanding tI wanted to like this book. The author seems jovial, the proceeds go to a good cause, and it seemed to harbor an iterative approach to understanding this topic.
That said, the book is CRAP. The author rambles on and on and on. I lose my train of thought. It is like he is high on caffeine and chatting out the side of his head. The table of contents seems to indicate some organization, but get in the weeds reading the pages and he flits all over the place.
The tone is pithy and shallow. "Call IT" when you have a problem. "Give a copy of this book to marketing and they will thank you." No, they won't thank me. If I ask for "business goals" they are going to ask *me* to tell me what those are. It should always be presumed that everyone else in the company is just as clueless as I am when it comes to this topic.
It it sloppy, disjointed, and just too fucking long a book to justify the time and effort to read it. It took me till 41% completion to surrender and admit this. You would be better served with a text like "Complete Web Monitoring." That book *will* take you months, it will get tedious, but I have enough context to trust the author and enough confidence to know that the 200 pages per topic is worth it in the end, with something actionable and easy to grasp. "Complete Web Monitoring" will also provide you with "Maturity Models" so you can assess where your organization is and what steps to potentially take next. With this book, I literally at times had no idea what report to generate, what questions to ask, when.
For me, all of this stuff in "Web Analytics" could have been laid out in 100 pages, then another 10-20 pages to schedule implementation. A tighter, get-to-the-fu**ing-point sort of text, in the line of "Up and Running" may have been much more agreeable. The author of "Web Analytics" seems to occasionally point to the 'Trinity Method.' Huh? --> that was some sh*t mentioned in Chapter 1 and just mentioned as if I could even remember what it was.
This feels like one of those "Agile" development shill book. No, I am not talking junk on "Agile" as a methodology, but some of the books just talk and talk and talk around the topics without actually telling you what the hell to *do*. It seems like a conspiracy theory to have this book end up in an overworked middle-manager's desk, let them get sufficiently interested enough to accept the ideas, but not enough time to actually wrap a head around them, then have the organization spend gazillions of dollars on consultant, or web analysts, or whoever. A scam....
For all these people talking about how great this book is, I have to seriously call into question if they are the ones actually doing the work of collecting/analyzing data. Maybe they called "IT" and got hooked up with some MS Excel dashboards that they wow C-Level executives with. This text is an incoherent mess of a book.
This book is a total waste of time. Save your money, get "Complete Web Monitoring" and call it a day....more