John Pestana, co-founder of Omniture, the world’s leading provider of enterprise-level web analytics, lectured on the importance of web analytics at BYU earlier this month. (View his entire lecture here)
As John said, this is a hot field. Anyone who studies and masters marketing and web analytics can do extremely well as an internet entrepreneur or key player for a larger ecommerce concern.
I have been studying web logs since 1996, designing online reporting tools since 1998, and utilizing commercial web analytics programs to make informed business decisions since 2002. I don’t think I exxaggerate when I say that every successful internet entrepreneur and marketer that I know has relied heavily on web analytics to make good decisions.
Everyone has an opinion about everything, most of all web design. But if you live by the numbers and test and measure everything, then over time your web site will perform better and better, you won’t make missteps, and before you know it, you’ll be generating significant revenue.
Besides the Pestana lecture, I came across an introduction to web analytics from the very smart folks at Future Now Inc a couple years ago. The PDF download is really a marketing brochure to sell a $99 guide to web analytics, which I haven’t purchased. But the “brochure” is free and introduces you to some important concepts.
I don’t think I’ve yet purchased a book on web analytics, but I’ve actually considered writing one.