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Sentia Publishing

Digital Analytics: The Path from Clicks to Conversions (Allison, Kyle) - Online Textbook


Digital Analytics: The Path from Clicks to Conversions (Allison, Kyle) - Online Textbook


Product Description

Author: Dr. Kyle Allison

ISBN: 979-8-9894097-0-9

About the Book: 

In today's fast-paced digital landscape, the ability to decipher web analytics isn't just a skill—it's a crucial asset. “Digital Analytics: The Path from Clicks to Conversions” is an indispensable guide tailored for students and professionals alike. This comprehensive resource unveils the intricacies of digital analytics, providing you with the knowledge needed to thrive in the ever-evolving world of online data and competition.

This book takes you on a captivating journey through the fundamental principles of digital analytics, with a strong emphasis on web analytics. Delve into the web funnel and learn how to follow the digital breadcrumbs left by online visitors, transforming their online interactions into actionable insights. Gain mastery over web metrics, discovering how to measure the effectiveness of your online strategies with precision and clarity.

But that's not all—“Digital Analytics: The Path from Clicks to Conversions” delves deep into the captivating realm of consumer behavior analysis, empowering you to intimately understand your target audience's preferences, inclinations, and motivations. Uncover the strategic power of customer segmentation, and discover how it can elevate your marketing efforts, leading to more personalized and impactful campaigns.

Notably, this book includes dedicated sections highlighting the key functions and facets of Google Analytics 4. Whether you're a student aspiring to broaden your skill set or a seasoned professional aiming to stay at the forefront of digital analytics, this resource is your gateway to elevating the art of decoding digital data. Empower yourself with the insights needed to convert raw data into actionable intelligence, and propel your academic or professional journey to new heights. Unveil the mysteries of web data and embark on a transformative journey with “Digital Analytics: The Path from Clicks to Conversions.”

Table of Contents


Chapter One: Digital Analytics Today

1.1 Introduction

1.2 Goals of Digital Analytics

1.3 Data and Information Sources

Chapter Two: Web Data Collection Methods

2.1 Introduction

2.2 Implementing Tracking Codes

2.3 Privacy and Ethics in Data Collection

2.4 GA4’s Approach to User Privacy and Data Compliance

Chapter Three: Web Metrics

3.1 Introduction

3.2 Fundamentals of Metrics

3.3 Traffic Metrics

3.4 Engagement Metrics

3.5 Conversion Metrics

3.6 Retention Metrics

Chapter Four: Web Analytics Tools

4.1 Introduction

4.2 Google Analytics 4 vs Adobe Analytics

4.3 Getting Acclimated with Google Analytics 4

Chapter Five: Digital User Experiences & Analysis

5.1 Introduction

5.2 User Journey Mapping

5.3 Customer Journey Goals

5.4 Customer Journey Mapping and Omnichannel Experiences

5.5 Clickstream and Pathing Analysis

5.6 Pathing Analysis in Google Analytics 4

5.7 Heatmaps and Web Session Replays

Chapter Six: Search Analytics

6.1 Introduction

6.2 Keyword Research and Analysis

6.3 The Role of Keyword Research in SEO

6.4 SEM & Paid Search Analysis

6.5 SEM Process

6.6 Search Queries in Google Analytics 4

Chapter Seven: Online Customer Segmentation & Analysis

7.1 Introduction

7.2 The Significance of Customer Segmentation in Web Analytics

7.3 Types of Segmentation in Web Analytics

7.4 Buyer Personas to Customer Segments

7.5 Customer Attributes Analysis in Google Analytics 4

Chapter Eight: Web Promotions & Performance Measurement

8.1 Introduction

8.2 Understanding Web Promotions

8.3 Promotional vs Baseline Sales

8.4 Promotions Analytics in Google Analytics 4

Chapter Nine: Digital Content Analysis

9.1 Introduction

9.2 Content Marketing Strategy

9.3 Content Marketing Analysis

9.4 Content Marketing & The Digital Funnel

9.5 Content Types

9.6 Content is King

Chapter Ten: Social Media Analytics

10.1 Introduction

10.2 Integration with Web Analytics

10.3 Social Media Sentiment Analysis 

Chapter Eleven: Mobile Analytics – Mobile First Strategy

11.1 Introduction

11.2 Measuring Device Type: Mobile vs. Desktop

11.3 Mobile Metrics: A Deeper Dive

11.4 The Mobile Revolution: A Retrospective

11.5 The Future of Mobile Technology

Chapter Twelve: Future Perspectives of Digital Analytics

12.1 Introduction

12.2 Artificial Intelligence and Machine Learning

12.3 Advancements in Data Privacy & Ethics

12.4 Advancements in User Experience (UX) and Customer
Journey Analytics

12.5 Focus on Predictive and Prescriptive Analytics

12.6 Final Thoughts


About the Author:

Dr. Kyle Allison, renowned as The Doctor of Digital Strategy, brings a wealth of expertise from both the industry and academia in the areas of e-commerce, business strategy, operations, digital analytics, and digital marketing. With a remarkable track record spanning more than two decades, during which he ascended to C-level positions, his professional journey has encompassed pivotal roles at distinguished retail and brand organizations such as Best Buy, Dick's Sporting Goods, Dickies, and the Army and Air Force Exchange Service.

Throughout his career, Dr. Allison has consistently led the way in developing and implementing innovative strategies in the realms of digital marketing and e-commerce. These strategies are firmly rooted in his unwavering dedication to data-driven insights and a commitment to achieving strategic excellence. His extensive professional background encompasses a wide array of business sectors, including the private, public, and government sectors, where he has expertly guided digital teams in executing these strategies. Dr. Allison's deep understanding of diverse business models, coupled with his proficiency in navigating B2B, B2C, and DTC digital channels, and his mastery of both the technical and creative aspects of digital marketing, all highlight his comprehensive approach to digital strategy.

In the academic arena, Dr. Allison has been a pivotal figure in shaping the future generation of professionals as a respected professor & mentor, imparting knowledge in fields ranging from digital marketing, analytics, and e-commerce to general marketing and business strategies at prestigious institutions nationwide, spanning both public and private universities and colleges. Beyond teaching, he has played a pivotal role in curriculum development, course creation, and mentorship of doctoral candidates as a DBA doctoral chair.

As an author, Dr. Allison has significantly enriched the literature in business strategy, analytics, digital marketing, and e-commerce through his published works in Quick Study Guides, textbooks, journal articles, and professional trade books. He skillfully combines academic theory with practical field knowledge, with a strong emphasis on real-world applicability and the attainment of educational objectives.

Dr. Allison's educational background is as extensive as his professional accomplishments, holding a Doctor of Business Administration, an MBA, a Master of Science in Project Management, and a Bachelor's degree in Communication Studies.

For the latest updates on Dr. Allison's work and portfolio, please visit


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