Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations

Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations

  • ISBN13: 9780596529963
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Web 2.0 makes headlines, but how does it make money? This concise guide explains what’s different about Web 2.0 and how those differences can improve your company’s bottom line. Whether you’re an executive plotting the next move, a small business owner looking to expand, or an entrepreneur planning a startup, Web 2.0: A Strategy Guide illustrates through real-life examples how businesses, large and small, are creating new opportunities on today’s Web.

This book is about strategy. Rather

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Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI

  • ISBN13: 9780470578315
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An unparalleled author trio shares valuable advice for using Google Analytics to achieve your business goals Google Analytics is a free tool used by millions of Web site owners across the globe to track how visitors interact with their Web sites, where they arrive from, and which visitors drive the most revenue and sales leads. This book offers clear explanations of practical applications drawn from the real world. The author trio of Google Analytics veterans starts with a broad ex

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5 Comments

  1. 81 of 89 people found the following review helpful:
    4.0 out of 5 stars
    Superb Overview of Web 2.0, June 3, 2008
    By 
    Robert D. Steele (Oakton, VA United States) –
    (TOP 50 REVIEWER)
      

    This review is from: Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations (Hardcover)

    I found this book mildly irritating, until I realized that it was in fact perfect for what it sets out to be, an introduction of Web 2.0 concepts for those who know nothing about the Web, i.e. executives who still dictate memoranda, still budget for print advertising, etcetera. O’Reilly has a superb model for leveraging conferences and publishing books, but O’Reilly should have known better than to publish this book in 2008 without reference to Web 3.0. Wikipedia has a fine overview of Web 3.0, start there, I have put the URL in the comment below.

    I found the book bland and disappointing, and found–when discussing Amazon, for example, the book reads more like an advertisement and has no clue on all the stuff Amazon is not doing (see the comment for two URLs), such as microtext for micro-cash, creating global intelligence councils on poverty and every other topic using top authors, and creating local citizen intelligence minutemen who can do real-time observation in the context of Amazon’s excellent S3 cloud, which is in my view operating at less than 10% of its potential because Bezos has two things on his mind: outerspace and Kindle.

    The end notes and the bibliography are the best part of the book. The index stinks. 7 pages for a 214 page book, should have been at least 14–it was an afterthought and done badly.

    Better books on Web 2.0 and Generation 2.0 include:
    Groundswell: Winning in a World Transformed by Social Technologies
    Mobilizing Generation 2.0: A Practical Guide to Using Web2.0 Technologies to Recruit, Organize and Engage Youth
    Here Comes Everybody: The Power of Organizing Without Organizations
    Wikinomics: How Mass Collaboration Changes Everything

    Better books on the larger scheme of things:
    Group Genius: The Creative Power of Collaboration
    The Wealth of Networks: How Social Production Transforms Markets and Freedom
    New World New Mind Changing the Way We
    Infotopia: How Many Minds Produce Knowledge
    The Future of the Internet–And How to Stop It
    Collective Intelligence: Creating a Prosperous World at Peace

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  2. 28 of 28 people found the following review helpful:
    2.0 out of 5 stars
    Desperate Miasma of Buzzwords, December 17, 2008
    By 
    Abhinav Agarwal (Bangalore, India) –
    (VINE VOICE)
      
    (REAL NAME)
      

    This review is from: Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations (Hardcover)

    A desperate miasma of buzzwords pervades the entire book. The best part of the book is its list of references, but here again, as with the rest of the book, quantity trumps quality. The really good references are buried among the more than 280 references.

    Sample this profligate plethora of acronyms and hypewords: Long tail. Network effects. Collaborative innovation. Web to wealth. Freemium. Collective user value. Leapfrog link. Competence syndication. Competence capitalization. Online recombinant innovation.

    Rambling paragraphs interspersed with ‘back-of-the-napkin’ style charts, authoritative-looking links, economic terms interspersed with catchphrases are thrown in, and then on to the next topic. Scoot and shoot. Rinse and repeat.

    What is most disappointing is that firstly, the topic of Web 2.0 is much, much more engrossing, exciting, and fascinating than the book suggests, and secondly, the author may in fact be capable of writing a book that does her and the topic justice.

    Web 2.0 – the moniker given to the combination of technology enabled rich internet applications, collaborative user experiences like wikis, folksonomies, and more – has changed the way most people experience and expect the web to be. Google, Facebook, Twitter, Flickr, Wikipedia, YouTube, blogs are all examples of Web 2.0 based companies.

    What is less clear is whether Web 2.0, despite all its newness, hype, and substance, is only an incremental step in the path of the continual evolution of the web, or whether it represents a substantially, and fundamentally, different way of doing business and interacting on the internet.

    This book is an attempt to try and make sense of Web 2.0. The book is short enough that it can be read in a couple of hours, is written for the average user and does not get into technical details or intimidating equations at any point. It has a very long list of references, which do add a lot of value to the book.

    HOWEVER…
    Upon reading the book, you are faced with a constant barrage of disappointment, irritation, and finally a feeling of having wasted a good two hours of your time.

    Tim O’Reilly has written the Foreword, and the best he has to say about the book is that (added stars mine) “It’s the first book that really does justice to **my** ideas”. The author makes sure to reciprocate in kind, thanking O’Reilly ‘for championing this project and seeing **its breakthrough potential**’.

    The purpose of the book seems to be to equip the reader with an arsenal of buzzwords. It is not what you know, but what you can pretend to know.

    Sample these snippets:
    – “Second, even recent M.B.A.s have a hard time pulling together all the necessary pieces of the Web 2.0 business model” – many a Web 1.0 company went down the tube because of MBAs pretending to know how to run technology startups.
    – “…how a shift as small as XML separating content from form…” – XML and XHTML were small shifts???? The author is either trying to be cute, or has a zero understanding of the importance of this shift.
    – “Web 2.0 companies have figured out a profitable path to growth” – really???? No evidence cited, no names, no revenue or financial statements. Just the evidence of an opinion is offered.
    – And finally, sample this: “You will learn about how to make money by monetizing the network effects…” – all in two hours of lightweight reading.

    Assertions are made throughout the book, but without much by way of explanation, reasoning, or substantiation. Take the example of Flickr, which is the first Web 2.0 company described in some detail in the first chapter itself:
    – Flickr’s business model is described as “freemium”, but no details or numbers.
    – In the section on ‘Calcuating Company Value’, there is utter confusion: a number of $20 per user over a 3-5 year period for Flickr is arrived at by estimating the price that Yahoo paid to acquire Flickr in 2005. But that is distinct from how much real money was actually coming into the company. Valuation is NOT the same as revenue – a point painfully lost on the author. Look at it this way: Google has a valuation of $100+ billion. But it does NOT make $100b in revenues, or profits, or cash flow. This ‘method’ of valuation is no different than what was practiced during the Web 1.0 dot-com bubble. What exactly is Web 2.0-ish about this valuation?
    And before the discussion on valuation can get complicated, the focus quickly shifts to Netflix. Scoot and shoot.

    The chapter on network effects is an improvement, with a short but reasonably acceptable description of network effects and the marginal/average/total cost function.
    But here again, what is not explained is why the classic aggregate adoption ‘S-curve’ should be labeled differently for Web 2.0, nor why the product adoption bell curve…

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  3. 3 of 3 people found the following review helpful:
    5.0 out of 5 stars
    3 Reasons to Buy This Book, September 15, 2010
    By 
    B. Regan (Seattle, WA) –
    (REAL NAME)
      

    This review is from: Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI (Paperback)

    #1: This book is extremely helpful if you’re a hardcore data analyst who needs more business acumen, or a true marketer who needs a better handle on the technical aspects of web analytics.
    #2: The section on using web analytics to measure, optimize, and hold accountable your SEO is very strong.
    #3: The sections on tracking and optimizing offline marketing (print, billboard, tv, radio, etc.) are a much needed reminder that marketers need to be tracking everything, online or otherwise. And, that Google Analytics can be that “central marketing dashboard” type of tool if set up correctly.

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  4. 3 of 3 people found the following review helpful:
    5.0 out of 5 stars
    A comprehensive, actionable guide to the analytics world, August 3, 2010
    By 
    This review is from: Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI (Paperback)

    I found this book to be a great read. The authors make much of the difficult analytics jargon easily digestible, and provide a clear plan to grow your online business. Unlike some of the other titles out there, this book limits the fluff.

    In particular, the case studies used were largely relevant to me, and gave a clear sense of how analytics can truly change the game. Bread and butter areas like Adwords and Adsense subject matter carefully drilled down into succinct lessons that anybody can implement. I also appreciated the content on Google trends, a powerful and free tool that seems under-utilized.

    The tradeoff with this book’s comprehensiveness was ultimately that some of the content wasn’t directly relevant to my clothing business, but the authors established a cogent organization to navigate the subject matter.

    All in all, this book became my bible on analytics, and I expect to continue to reference it as I optimize my site and ultimately conversions.

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  5. 1 of 1 people found the following review helpful:
    5.0 out of 5 stars
    Comprehensive, clear, and motivating, October 21, 2010
    By 
    Kathryn C. Wachs (Seattle, WA USA) –
    (REAL NAME)
      

    Amazon Verified Purchase(What’s this?)
    This review is from: Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI (Paperback)

    I worked with one of the authors years ago though I bought this book without realizing there was a connection. His enthusiasm and mind-bending expertise at the time really opened my eyes to what was possible with analytics and this book extends that perfectly. I am so happy to have found it! It is a terrific resource that balances the complexity and common sense of analytics in a really usable way. They’ve covered the most current and relevant topics, like measuring social media (the holy grail!) and getting the most from AdWords, in ways that made me feel like I could make it work for myself and for my clients. I am grateful for this excellent resource and couldn’t recommend it with more confidence.

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