Web Analytics 2.0 is not a sequel to Kaushik’s first book Web Analytics: An Hour a Day.
The latter  was a hard core offering that covered all aspects of the subject.
2.0 is a more general book that covers a wide range of topics related to and around Web Analytics.
The coverage of Social Media and Mobile analytics is sparse and that’s my only gripe. Considering that both topics are quite hot and that Social Media has gained maturity it would have been helpful to have both these covered in depth. That said the book is pretty robust in its coverage of a wide mix of topics. The list of tools mentioned is also quite exhaustive.
Key Takeaways
Paid Web Analytics providers are better than the free ones if you need advanced reporting. The other reason is that the paid tools integrate well with other allied offerings/tools. (A project that I’m working on validates both these points)
Data needs to be actionable. No point collecting old data if the business cannot use it
Keep an eye on the competition using Google Insights For Search(contains search keyword data on google.com only), Google Trends (contains broad web usage data), Compete, Hitwise. Also check Google Ad Planner and Quantacast since both use self reported data. Most analytics tools now allow you to benchmark against  specific verticals.
Use tools like page level/site level surveys to gather user feedback(kampyle, uservoice, opinionlab). The Voice of the Consumer is necessary to fill in the gaps
Now if only we could get key sales and marketing folks to read this book and understand how much data is there for them to use :)
Tools
Web Analytics: Omniture, WebTrends, CoreMetrics, Google Analytics
Mobile Analytics: Bango Analytics, mobilytics.net, percentmobile.com
Experimentation and Testing: Google Optmizer, Omniture Test and Target, Optimost, Sitespect
Voice of the Customer: 4Q, iPerceptions, ForeseeResults, Ethnio
Competitive Intelligence: Google Insights For Search, Google Trends, Compete, Hitwise, Technorati, Google Ad Planner, Quantacast
Analytics Tags Audit: SiteAudit(ObservePoint)
SEO gaps,
Web Application Performance Management,
more – Maxamine,  Coradiant
Page level/site level surveys to gather user feedback(kampyle, uservoice, opinionlab)
Usability: Ethnio, Usertesting
Analyze Actual Online Experiences: Tealeaf, Clicktale
Information Architecture: OptimalSort, websort.net
Visual heat maps:feng-gui.com, crazyegg
Keyword Analysis: Google Adwords Tool, Wordtracker, KeywordSpy
Onsite Behavior Targeting Platforms: Audience Science, kefta, Netmining, BTBuckets(free)
Paid Search Tools: marinsoftware, Kenshoo, ClickEquations

Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Avinash Kaushik

Web Analytics 2.0 is not a sequel to Kaushik’s first book Web Analytics: An Hour a Day.

The latter  was a hard core offering that covered all aspects of the subject.

2.0 is a more general book that covers a wide range of topics related to and around Web Analytics.

The coverage of Social Media and Mobile analytics is sparse and that’s my only gripe. Considering that both topics are quite hot and that Social Media has gained maturity it would have been helpful to have both these covered in depth. That said the book is pretty robust in its coverage of a wide mix of topics. The list of tools mentioned is also quite exhaustive.

Key Takeaways

· Paid Web Analytics providers are better than the free ones if you need advanced reporting. The other reason is that the paid tools integrate well with other allied offerings/tools. (A project that I’m working on validates both these points)

· Data needs to be actionable. No point collecting old data if the business cannot use it

· Keep an eye on the competition using Google Insights For Search(contains search keyword data on google.com only), Google Trends (contains broad web usage data), Compete, Hitwise. Also check Google Ad Planner and Quantacast since both use self reported data. Most analytics tools now allow you to benchmark against specific verticals.

· Use tools like page level/site level surveys to gather user feedback(kampyle, uservoice, opinionlab). The Voice of the Consumer is necessary to fill in the gaps

Now if only we could get key sales and marketing folks to read this book and understand how much data is there for them to use :)

Tools

Web Analytics: Omniture, WebTrends, CoreMetrics, Google Analytics

Mobile Analytics: Bango Analytics, mobilytics.net, percentmobile.com

Experimentation and Testing: Google Optmizer, Omniture Test and Target, Optimost, Sitespect

Voice of the Customer: 4Q, iPerceptions, ForeseeResults, Ethnio

Competitive Intelligence: Google Insights For Search, Google Trends, Compete, Hitwise, Technorati, Google Ad Planner, Quantacast

Analytics Tags Audit: SiteAudit(ObservePoint)

SEO gaps, Web Application Performance Management, more : Maxamine,  Coradiant

Page level/site level surveys to gather user feedback: Kampyle, Uservoice, Opinionlab

Usability: Ethnio, Usertesting

Analyze Actual Online Experiences: Tealeaf, Clicktale

Information Architecture: OptimalSort, Websort.net

Visual heat maps: Feng-gui.com, Crazyegg

Keyword Analysis: Google Adwords Tool, Wordtracker, KeywordSpy

Onsite Behavior Targeting Platforms: Audience Science, kefta, Netmining, BTBuckets(free)

Paid Search Tools: Marinsoftware, Kenshoo, ClickEquations