This book is for managers, and aspiring managers, struggling to make headway with planning and building a digital measurement strategy for their organisation.
Google Analytics provides the data, and lots of it. However, people—not machines—build insights. This is the role of your analytics team. They sift through the noise to find the useful data, translate it into information to explain what is happening, then build stories of useful knowledge for the organisation — the insights.
This book is about showing you how to do that.
This book is about knowing what to focus on, what you can expect in return, the talent you need to hire, the processes you need to put in place, the pitfalls to avoid, and how much investment is required in order to make it all happen.
This is a detailed book by necessity (336 pages). Building an environment where you can trust your data, understand it, and make important decisions based on it requires a deep level of immersion, not an executive summary. However, my approach throughout this book is to focus on the insight gained for the business, not the minutiae.
This book is for you if you are a manager who needs an overview of the key principles of website measurement, the capabilities of Google Analytics, and how to grow and give direction to your organization when it comes to its digital strategy. Your ultimate interest is in insights and knowledge, not more data!
In short, I aim to put you in control and provide a perspective on the entire process of building a data-driven environment using Google Analytics.