Gómez-Zorrilla, J. y Sánchez Piña, D. (2022). Guía práctica de analítica digital. LID Editorial (Madrid), 168 pp.

Abstract

The first sentence of this book, which is also the title of the prologue, reveals a lot about its content: «If you can’t measure it, you can’t improve it». The main focus of this practical guide is to collect essential KPIs, metrics and ratios that can analyze the optimization, conversion, and profitability of any business with an internet presence, in order to determine if the digital strategy is working.