Information Technology Reference
In-Depth Information
i hope the question and “subquestions” outlined here confirm that you should
never expect to be so lucky as to find the magic report provided out of the box. By now
it should be obvious that a skill set is needed to work with your reports to the extent
that you can use them to answer marketing questions.
Note:
For more information about report surfing versus developing reports in response to business questions,
see this blog post:
http://visualrevenue.com/blog/2007/09/web-analytics-report-surfing-and-how-to.html
A Traditional Reporting Interface
When you enter Yahoo! Web Analytics, you are immediately presented with the con-
trol center, which holds all the projects you have set up. this is presented as a simple
list of projects, as shown in Figure 6.1, accompanied by a small chart icon that will
give you access to the reporting for the individual projects.
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Figure 6.1
List of projects
once you enter reports, you will either see a traffic summary or a default dash-
board. Dashboards are described in chapter 9, “using Dashboards.”
choose a random report, and you are left in an interface, as shown in Figure 6.2.
throughout this chapter i will deconstruct the primary reporting interface, as it
will be the basis for most of our information on report use.
the project header, shown in Figure 6.3, is the first element i would like to point
out, as it does not actually belong to the report itself. You use the project header to
access other projects and to navigate between the reporting interface and the settings
for the project in question.
pay no mind to the small operator link to the right in Figure 6.3, which is exclu-
sive to people inside the Yahoo! firewall. Wink!
