Why I wrote this book
As I have come to realise over the years, analytics success does not depend on tool expertise alone. The bigger issue is the organisation. An organisation needs to trust its data and have confidence in the process, structure and people behind it. These things are not directly related to the tool used. So I approached this book very much from the business point of view first, then worked backwards towards the non-technical aspects of the tool – Google Analytics.
My intention is that senior managers, stakeholders and practitioners will all speak a shared language, have mutual expectations and ambitions, and can set a common path to build a data driven environment of serious business credibility using the worlds most popular analytics tool. I hope the method has worked.
336 pages; Full colour; Paperback; ebook also available
Looking forward to feedback form this group...