Free ebook: Web Analytics—It's Surprisingly Simple, from WebSideStory. Discusses what web analytics are, how web analytics can help with lead generation, commerce, site content, and self service, the e-commerce model, targeting and reaching the right audience, pay-per-click keyword campaigns, marketing campaigns, search keywords, banner placements, maximizing home page effectiveness, optimizing visitor conversions, optimizing the checkout process, product placement, increasing customer conversion and retention using segmentation, lead generation model, optimizing site navigation, online forms, the content/media model, increasing subscription rates, the support/self-service model, measuring the self-service site volume, identifying top customer issues, and utilizing web analytics.

Sample chapters from Web Site Measurement Hacks: Tips and Tools to Help Optimize Your Online Business, by Eric Peterson. "Hack #2: Best Practices for Web Measurement," discusses identifying your objectives, executive buy-in, building the right team, and measure and improve (the continuous improvement process); "Hack #47: Measure Content Syndicated via RSS," discusses easy thing you can do to measure RSS readership, hacking your web measurement tool to track RSS, and treating RSS like email and banner advertising; "Hack #58: Use the Entry, Exit, and Single Access Page Report," discusses entry pages, page caching, exit pages, single-access pages, and using all three reports together; "Hack #86: Manage Lifetime Value Using the Visitor Segment value Matrix," discusses using the matrix to drive content decisions, and hacking the hack; "Hack #94: Use Key Performance Indicators," discusses best practices for defining key performance indicators.