Yahoo! Web Analytics teaches readers how to collect data, report on that data, and derive useful insights using Yahoo! s free Web analytics tool . This detailed resource from Yahoo! s Director of Data Insights discusses the why of Web analytics as well as the how while revealing secrets and tricks not documented elsewhere. The thorough book also offers step-by-step instructions and advanced techniques on everything from using data collection groupings to creating compelling data visualizations. It s a must-read for all analytics professionals and those who want to be.