Hacking Web Measurements

Web Measurement HacksYesterday a couple of packages arrived in the mail from O’Reilly. Each one had a copy of Web Site Measurement Hacks. When author Eric Peterson asked me if I’d be willing to write up a hack on using network sniffing, I said sure! At least I can contribute something I know a little bit about. Eric promised it would be a hands-on guide, not some philosophical treatise.

The book fulfills its promise, worthy of the O’Reilly Hacks series name. It’s information-dense, with lots of practical advice, and good tricks of the trade. All told, there are 100 hacks here, with contributions from an all-star cast of vendors and practitioners.

Eric did a great thing in naming this book. First, he positioned it correctly — this is about measurement & reporting, not analysis. Second, he set the stage for a couple more books. My crystal ball might say that the next logical book would be on metrics and KPIs, and then on to real analytics as marketers might use them — funnel analysis, SEO/SEM, customer acquisition, churn, retention, engagement — perhaps with side stops for things like A/B testing, segmentation, targeting, etc.

But I’m getting ahead of myself. If you love web data, you’ll like this book. Our little bundle of joy is growing up!

Disclaimer: I wasn’t paid to contribute and don’t get any royalties.

Hacking Web Measurements