Web Analytics Books!

Yes, books with a s. : )

It is with immense excitement that I am sharing the news that I have just finished writing my second book!

Web Analytics 2.0:
The Art of Online Accountability & The Science of Customer Centricity

web analytics 2

It is a long title ain't it? The good news is we are going to refer to it simply as Web Analytics 2.0.

In this post I wanted to share thoughts about the book, the process of writing it (and doing three rounds of edits!) and outcomes.

The Background

Since mid-2008 Willem Knibbe, my wonderful Acquisition Editor at Wiley, was very kindly encouraging me to update my (best selling!) first book, Web Analytics: An Hour a Day.

The "problem" was the book continued to sell at a nice rate and I was not sure what to update because 90% of the content was still current and relevant.

Still there was a lot of new stuff I had written, new models I had developed, new and more advanced techniques, new problems we were dealing with in the world and so on and so forth.

That lead to my proposal to Willem to write a new book that would use Web Analytics: An Hour a Day as a starting point. The second book would be an advanced book that would allow the first book's readers to truly become Super Analysis Ninjas, and for those that had not read the first book to have the finest possible immersion in web analytics.

And that's just what Web Analytics 2.0 is.

The 2.0 Book

The book's core philosophy is based on the framework you have seen me talk about on this blog. . . the quest to answer four key questions: the What, How Much, Why, and What Else. . .

web analytics 2

The awesome thing about writing a advanced book is that I can start with a bang! No history and what not. It starts with: Here is how your world should look like and this is why its important, now let's get down to business.

That's by page 9. : )

And then it just keeps kicking it up a notch. Bam! Bam! Bam!

Like the first book this is not a book about Omniture or Xiti or Google Analytics. It is not a "press this button in the tool and then press that one" book.

It hopes to be brain food.

Here is how you should think. Here are the traps to avoid when picking key performance indicators. Here are the core analytical techniques you should apply. Here are a bunch of reality checks. Here is how to embrace outcomes, regardless of the size of business you have. Here is how to achieve higher highs with testing and by listening to customers (literally). Here is how you leverage your competitor's data. Here is how you becoming a true Analysis Ninja (step, by step, by step).

And none of that is even close to the coolest part of the book (see why I am so darn excited?).

There are so many topics I deal with each day that I have not had time to write about on the blog, all the things I practice all day long in the five jobs I hold.

The book gave me the impetus to write all that down.

So there are complete sections in the book that teach:

Why tracking the social web is such a massive problem.

How to measure success of blogs.

Meaningful non-crappy twitter analytics.

Mobile analytics! This was so much fun to write about.

Measuring rich applications whose primary usage happens with no internet connection.

And more such things.

But you might end up buying the book simply for Chapter 12, it covers two things that I think will rock your world:

1. Multi-touch campaign attribution analysis (dissected and presented in a way like you have not seen it any where, I think)

2. Multi-channel non-line analytics (practical tips, best practices, unique stories to inspire you)

Even after all that I was not completely satisfied. : ) There are two more new things to end the book. A complete chapter on how to start, nurture and advance a career in web analytics. The last chapter of the book is on how to overcome the hardest challenge of it all: creating a data driven organization!

The Writing Experience

This was a very hard book to write, in many ways harder than Web Analytics: An Hour a Day.

That's partly because this time around I had my full time job, my work with my start-up Market Motive, my advisory roles in three companies, my world travel to support my professional speaking career, my blogging (the only thing that suffered), and of course my family.

It is difficult to find time and energy to write a book with all that (and impossible without a magnificent wife who takes on three times a normal human's load to support you!). Especially to pull the writing and three rounds of edits in four months!

It was also hard because this is a much more advanced book with so many topics on the bleeding edge. It is hard to make sense of it all and understand it enough to apply a reality filter and then write something that people can apply today, and use for a very long time.

And yet it was a lot of fun to write this book.

web analytics an hour a day photos

I think that's primarily because with the first book I had no real sense for what the book would become, who it would impact, how far it would go.

This time around I have a much better sense for all that.

So many of you have written to me about all the ways the book has touched your lives. As I wrote this book that was constantly at the back of my mind. It pushed me to work harder and do better because I realized all the places it would go, all the people who will crack it open, all the expectations it had to meet.

I had this visual of all the people who might buy this book and how in some way something I wrote could have an impact on them. That was pressure, but it was also fun.

The Second Little Book That Could

Some of you know that my wife Jennie and I had decided that we would donate all the proceeds from the first book to charity. We had chosen The Smile Train and Doctor's Without Borders and split 50% of the proceeds between each.

My hope was that Web Analytics: An Hour a Day would sell enough for us to donate the $10,000 advanced we had received.

We have thus far received, and donated, 18 months worth of royalties from the book, approximately $70,000 (!!).

Not in my wildest dreams had I imagined that! And there is no way that we could have afforded to donate that much money.

In a very small way this blog and the book have helped other people in our lovely world. It has been an extremely gratifying experience for us.

With Web Analytics 2.0 we have decided to do the same again.

charity logos

100% of my author proceeds from the book (and all the amazon affiliate sales) will be donated to The Smile Train and Ekal Vidyalaya.

Ekal Vidyalaya runs schools in remote locations that reach the poorest of the poor children in India. Without Ekal these children would have a very limited set of opportunities in life, if any.

When the going got really tough with this book the thing that kept me going was to produce a book that would have a big impact on people who buy it and a small impact on the charities Jennie and I choose.

The 411

The book can be pre ordered on amazon now, if you are so inclined.

It will be released mid-October 2009.

Wish me luck.


  1. 1

    Will you release PDF version for this book?

  2. 2

    can't wait! :)

  3. 3

    Avinash, Congratulations on finishing and releasing the book.

    I have recently made a career change in web analytics and your blog was and is one of the best resources to learn about the topic.

    Your book would be another step in that direction for your readers.

    I can't wait to get my hands on it.


  4. 4

    just finished ? So hot !!!

    I also think this is the right time you published your second works, because although the first one is still hot, we have seen new horizon and we really like you to generalize them. Thanks alot for your hard work.

  5. 5

    Congratulations Avinash for this new book.

    I wish you good luck in achieving a bigger amount of sales to be donated to The Smile Train and Ekal Vidyalaya.

    All the best,


  6. 6

    Congratulations Sir, on releasing another book. It will surely change our mind set and help us a lot in understanding clients perspective.

  7. 7


    I really like the social media coverage that you decided to write about (obviously it was just born when you wrote book #1). I think that people who will buy this book will be able to pick up right where it was left off in book 1.

    I'm really fortunate that you've decided to write a second book. The WA Community wanted it and needed it, and in about a month it will be here!

  8. 8

    Avinash, Congratulations on this web analytics 2.0 valuable book.
    Cant wait to get it :)
    Best Regards

  9. 9

    Avinash am going to preorder the book for this topic alone "Meaningful non-crappy twitter analytics" ….lol

    In all seriousness Congrats. Loved your first one, quite excited about this one.

  10. 10
    Raghavendra says

    Good Luck Avinash!! Keep up the tempo….

  11. 11

    Hi Avinash,

    Is there another way to buy your new book than through Amazon, I hear they squeeze royalties, would be great to maximise our contributions to your charities when we purchase our copies!

    Looking forwards to more insights.

  12. 12

    How do you do it all Avinash? Your proactive approach to analytics and selfless attitude with the proceeds makes this book a steal. I only wish that I started getting into this field much earlier. Congratulations on the book. I will definitely be picking up a copy when it is released.

  13. 13
    Bhagawat Jadhav says

    Hi Avinash,

    I am sure that your new book will be more popular and successful than the previous one.

    We are eagerly waiting for the new book release.

    Your fan,

  14. 14

    Thanks Avinash!

    We're not worthy!!

  15. 15
    Bradley Hunt says

    Wonderful news, Avinash. I feared you would close with "available fall of 2010" or something of that sort. Looks like it's coming out right around the corner, so I guess I know where my free time for late October is going!

  16. 16
    Rahul Deshmukh says

    Congratulations Avinash!! I am looking forward to reading the book in Oct (pre-ordered a month ago).

  17. 17

    Avinash, I can't tell you how excited I am to get your next book (already pre-ordered). Your first book played a strong role in getting me from a position as a Developer to a Web Analyst. I enjoy the way you've created excitement around analytics and the power they behold.

    Keep up the great work! It was rumored that you might be swinging by Minneapolis to speak. Is that true?

    – Jonny

  18. 18

    Congratulations! Looking forward to reading it, especially the part about social media measurement, and how they actually impact business.

  19. 19

    That's great news – congratulations! The first thing I did when you first mentioned the new book was go to Amazon and put it on my wish list. Looking forward to reading it.

  20. 20

    Congratulations, Avinash! I cannot wait to read it.

  21. 21

    Hoping this will be available for Kindle download?

  22. 22


  23. 23

    Good job, and good luck! The topics sound interesting.

  24. 24
    Dave Miller says

    Hey Avinash. Congrats! I will be pre-ordering it from Amazon. Best of luck.

  25. 25

    Congratulations Avinash, I am very excited about your new book. Thank you for your selfless Soul and donating the proceeds for a Good cause.

    We have two choices in life: One is to fulfill ourselves. The other is to take the time and energy that we would utilize in fulfilling ourselves and use it to make others happy.

    Thank you for making the right choice.


  26. 26

    I can't wait to read it! I will be pre-ordering this book soon. I think it's wonderful that you are making such a contribution, not only because it helps others, but because it also allows the book to be teaching for learning's sake, which is a beautiful thing.

    I hope the second book turns out as many delightful photos as the first one did. ;) I really enjoyed watching people give photos of their Web Analytics book.

  27. 27
    Captain Obvious says

    All the best of luck, Avinash, though with such quality writing and insight, I'm confident your hard work will win out over luck: 56.4% (hard work) to 43.2% (good luck). I know you don't care that that doesn't add up to 100%, because it allows you to know that your hard work was the driving force of your success. Good actionable data! :)

    Can't wait for the new book!

  28. 28

    Good luck! I am so, so, so excited for me to read and for you of course!

  29. 29

    I will definitely read the book. One more reason is that proceeds from sale of book is going to ekal vidyalya and The smile train.
    We were contributing to World Vision and would take this opportunity towards betterment of community

  30. 30
    Garry Przyklenk says


    Congratulations on the new book. This has best-seller written all over it.


  31. 31
    Fred Munoa says

    Congrats Avinash, I am looking forward to buying the new book since your last book helped me a lot.

    Best regards and best wishes.


  32. 32

    yes yes yes!!!!!

    Can't wait to have it in my hands :)

    I'm sure it's going to be a totally success!!

    Congrats, Avinash, your last book is the Web Analytics Bible, now I will have 2 bibles ;)

  33. 33

    Thanks for all your time and approach!

  34. 34

    Avinash, I'm sure that will be a best-seller.

    Continue your excellent work !!

    Jorge Cunha

  35. 35

    Great job! Congrats on the future bestseller :)
    I'll pre-order on Amazon!

  36. 36

    Ordered! I can't wait to read it! I'm considering ordering another Web Analytics – An Hour A Day too… mine has taken a beating from all the post-it notes and marks on it.

  37. 37

    The one thing that I admire more than your knowledge is your humility. You will always succeed as long as you remain humble. Keep up the awesome work.

  38. 38

    This is great! I loved the first book as my book review shows so I can't wait to get a hand on this one. Going to pre-order now. :)

  39. 39

    Congrats Avinash. You have already set a tough benchmark with your first book :-). I am positive you are going to create a new high with this one.

    Looking forward to the read.

  40. 40


    Congratulations! I look forward to receiving my copy.

    Thank you for all the hard work you've put into this and sharing your expertise in the field.

    Your generosity and humility are admirable and inspiring.

    Thank you again and wishing you the very best!

  41. 41
    Alice Cooper's Stalker says


    I'm looking forward to this book and continuing to learn from you. I've always thought of Web Analytics an Hour a Day as a primer for your blog. It's referenced often at my desk.

    It's great that you are finding ways to support your favorite charities through your success.

    I wish you continued success. I hope that the response to this book exceeds your expectations.

    Good Luck!

  42. 42

    Congratulation Avinash,

    I like the Photos! I am preparing the second with the new book!

  43. 43

    Hi Avinash,
    Congrats for the second book…
    keep up the good work…
    your passion and hard work inspires us all
    god bless

  44. 44

    Congrats! Félicitations! Proficiat!

    I can't wait for it – placed my (pre)order on Amazon.

    Knowing the quality of your blog & posts – I am pretty sure it will be a very good follow-up of previous one.

    I wish as much success to this coming book as previous one had.

    Good luck and all the best!


  45. 45

    Waw, a brand new book with a extremely sexy name. Can't wait!

  46. 46

    Congratulations on the completion of your masterpiece (as I'm sure it will be).

  47. 47

    Congratulations on this new achievement! I'm looking forward to reading it.

  48. 48

    Avinash, great stuff!

    Just pre-ordered the book from Amazon. Gives me something to look forward to in November besides the rain! :o)


  49. 49

    Congrats avinash. Will make sure to get the book. Any plans for translations (Chinese?). I would love to buy a stack again to give away at our waw events. The old stack is running low ;)

  50. 50

    can't wait to read!!


  51. 51

    Wow – its like you just announced a second christmas this year ;) I am very excited – your first book was a huge inspiration to me.

    Can't wait to read it!

    Rich Page: Website Optimizer

  52. 52

    You no doubt have another best seller on your hands. I pre-ordered weeks ago and constantly find myself thumbing through Web Analytics: An Hour a Day for new insights.

    In the literal sense, yes, you've written some books. In the figurative sense though, you've helped to bring us all down this path of measurability and accountability. No longer are websites lumped in with other "faith-based initiatives."

    Nevermind HiPPOs, let the DATA make your decisions. As always, great post.

  53. 53

    Just like the first book, your second book will be a must-read for everyone in our office and we will get many copies (that big amazon order wasn't in our October budget but now it is :)).

    Chapter 12 sounds really really interesting as well as the last chapter.

    Looking forward to it!


  54. 54

    Wow! I'm at a loss of words, web analytics sensei.

    You're like the postman — you just keep on deliverin'

    I'm bummed to miss you in Vancouver.

  55. 55

    Thank you for putting out another book. I look forward to reading your more advanced ideas involving analytics and to see the discussion that ensues.

    You have my respect for donating the profits to charity. It is heartening to see someone putting others before himself.

  56. 56
    Emily Fazio says

    Yay! Congratulations Avinash!!

  57. 57

    Congrats Avinash. Hoping that it sells well.

  58. 58

    I listened to an interview you did on the "Ten Golden Rules" podcast and heard about your first book. I have only had my blog for a short time and have been struggling with understanding the analytics side of it. I love your writing style and I'm heading to Amazon right now to pick up your first book. If it's half as good as your blog it will be money well spent. Thank you and good luck.

    Your newly minted avid fan.
    Kevin Katzenberg

  59. 59

    I'll note that it's also available for pre-order at BarnesandNoble.com as well.


    Congrats Avinash; this sounds like another winner!

  60. 60

    Congrats, Avinash.

    This one is going straight to the front of my reading queue.

    Huge props for donating the proceeds to such worthy causes. Warms the heart to hear of that kind of generosity.

  61. 61
    Ravi Trivedi says

    Congratulations. I pre-ordered your book. Looking forward to it.

  62. 62

    Congratulations Avinash for this second step :)

    The cover is really nice too !

    Gona read it soon.
    Nice week end

  63. 63

    It is the book I am waiting for since I knew it on twitter. I couldn't wait to get one.

    Your first book in Chinese is still the best in its kind, even though the translation has a lot rooms to improve.

    Is there any chance to translate your second book? :)

    God bless!

  64. 64

    C.o.n.g.r.a.t.u.l.a.t.i.o.n.s on completing the book. and, you asked, wishing you luck :-)

  65. 65

    Sweet. Thanks Avinash, if your book is anything like your posts and other content you put out, I can't wait to get my hands on a copy.

    Congratulations on your second book

  66. 66

    Look forward to your new book, just ordered it :) Keep up the good work on your blog.

  67. 67

    Already pre-ordered my copy. Can't wait to read it.

  68. 68

    Congrats on the new book Avinash. I really enjoyed reading your first book and blog posts – they have taught me so much about web analytics and I didn't have any prior experience in the field. Thanks for being so thoughtful to donate the proceeds to the charities. Keep it up!

  69. 69

    congrats !!
    can't wait to read it :)
    ps: I really like the fact that you are giving 100% of author proceeds to charity !!

  70. 70

    Hi Avinash,

    as the reading of 'An hour a day' was one of the foundations of my diploma thesis about Web Analytics and the thesis got my a job as a WA pro, I'm really exited about the next book.

    Looking forward,


  71. 71

    Congratulations on your second book! Can't wait to read it…your writing and work is instrumental is what I do! That and your philanthropic nature is insiring!

  72. 72

    We're reading your first book in our Digital Metrics class at UT Austin, and I absolutely love it. Your first book has helped enormously in our class projects and even more so at my internship. I can't wait for your second book to come out, just pre-ordered it on Amazon.

  73. 73
    Livemercial Sarah says

    I would also LOVE a PDF version of this book:) Thanks!

  74. 74

    Avinash, I purchased and received my copy of Web Analytics 2.0 this past week. I was so inspired by your outstanding webinar presentation with HubSpot, Advanced Analytics, that I ordered the book and started studying it immediately (already notes everywhere).

    I've always enjoyed learning and developing new professional skills, but I can honestly say that I'm really developing a passion for the web analytics side of online marketing (along with my love of social media strategy). Your book is a wonderful resource that I'm studying to prepare for the Google Analytics IQ exam (another self-developed personal & professional goal).

    I'm an absolute beginner but I'm trying out all types of stuff on my blog to get my hands dirty (i.e., setting up conversion goals on subscriber RSS feed and clicks on About Page, etc.) Furthermore, after reading your wonderful article on Web Analytics Career advice, I'm now committing myself to regularly studying your blog and other resources that will enable me to become fluent in other web analytics tools (i.e., Yahoo! Web Analytics, etc.).

    You have no idea how much I look forward everyday to checking the RSS subscriber feed for Occam's Razor. I feel like cool what wonderful insight or learning objective am I going to work to accomplish today or this week (or weeks depending on the complexity).

    Thank you for your generosity in sharing your knowledge. You benefit so many of us who are committed to personal reinvention and continued growth.

  75. 75

    Hi Avinash,

    Thanks to you, I made a switch to an exciting web analytics career – and continue to thrive on your insights. Love your new book!


  76. 76
    Oremo Ochillo says


    I was wondering, what would I learn in the Market Motive Web Analytics course that is different from the information in your two Analytics Books?


  1. […] This post was mentioned on Twitter by KPInomics and conseil wa. conseil wa said: New Avinash Kaushik's book: Web Analytics 2.0: The Art of Online Accountability & The Science of Customer Centricity http://cli.gs/nqLP8 […]

  2. […] Avinash Kaushik Announces 2nd Book Release: If you liked Web Analytics an Hour a Day, Avinash’s new book, Web Analytics 2.0 is on pre release and is slated to come out in mid-October. And for those looking to do more good than just decreasing bounce rates, all book proceeds will be donated to charity. […]

  3. […] A fost lansata cartea Web Analitycs 2.o. Aceasta poate fi cumparata de pe Amazon. Pentru mai multe detalii citeste aici. […]

  4. […]
    The problem is that their data was incomplete and the questions they were asking were pedestrian.
    It was the worst of all worlds. They spent tons of time and got little or no value. BI Tools are awesome but I think they get mis-used most of the time.
    Take this with a grain of salt considering that I am not an analytics expert like Avinash Kaushik. Buy his book to learn about analytics.

  5. […]
    Kaushik, Web Analytics 2.0: The Art of Online Accountability and The Science of Customer Centricity; http://j.mp/hQSdn

  6. […] Ps: Avinash er snart på vej med sin nye bog: Web Analytics 2.0. I får naturligvis information her på bloggen, når den er udkommet. Læs mere om bogen på Avinash blog. […]

  7. […] Web Analytics Book – Avinash, who else? […]

  8. […]
    For en måned siden beskrev han selv sin nye bog i et blogindlæg og baggrunden for den. Et kort resume: Avinash første bog er om de grundlæggende elementer indenfor webanalyse, du lærer hvad konvertering er, hvad der bør indgå i en webanalyse jobbeskrivelse og meget mere. Hans nye bog er en efterfølger, som ikke er en erstatning, men derimod indeholder mere avancerede tips og tricks. Indholdet går lige fra at måle succes på blogs, hvorfor det er svært at måle sociale medier, hvordan man starter en karriere indenfor webanalyse og til hvordan du får organisationen til at arbejde på baggrund af data og webanalyse.

  9. […]
    Between the Colin Powell speech, Thanksgiving and Avinash Kaushik’s generosity of contributions through his books, I started thinking that there may be more that all of us could do. I have encountered many brilliant blog readers and seen many ingenious #measure folks out on Twitter and wondered if there were others who might be interested in doing something similar.

  10. […]
    Web Analytics 2.0 author Avinash Kaushik outlines measurement strategyaround the Ws as follows:

    Clickstream (The What)
    Multiple Outcomes Analysis (The How Much)
    Experimentation & Testing (The Why)
    Voice of Customer
    Competitive Intelligence (The What Else)

    On a most basic level, if a product promotional campaign has achieved growth in brand awareness, that should be measurable on all sites/pages pertaining to that product brand.

  11. […]
    Marketers are already adopting the same approach, using the great tools we now have available to tell us what’s going on and techniques like “A/B testing”. For instance, we can test a new product or service idea by using a website landing page, Google Analytics, pay-per-click ad campaigns, social media and online surveys to assess potential customer interest. (Avinash Kaushik is the leading proponent of data-driven decisions and his books on web analytics are a must-read for marketers). If you test small you can identify what does or doesn’t work at less cost. If you gather and understand the data you can avoid subjective discussions and having to comply with HiPPOs (the Highest Paid Person’s Opinion).

  12. […]
    Read books like those by Web analytics guru Avinash Kaushik.

  13. […]
    Web Analytics 2.0 – Tác giả Avinash Kaushik: Cuốn sách viết về việc tổ chức và lựa chọn việc phân tích web trong một tổ chức/công ty như thế nào , tại sao lại cần phải hiểu các chỉ số để tránh “cái bẫy” của các con số, nguồn ý tưởng để thực hiện các hoạt động tracking website. Sách có cả phiên bản ebook và paper. Link: https://www.kaushik.net/avinash/web-analytics-books/

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