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Actionable Web Analytics: Using Data To Make Smart Business Decisions by Jim Sterne, Shane Atchison, Jason Burby

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Appendix A. Web Analytics “Big Three” Definitions

Let’s be up front about this: There are a lot of specific terms relevant to web analytics and lots of different calculations and data-collection and aggregation techniques. We’ve touched on many of them throughout this book, but with our continued focus on the big picture and the things a marketer needs to know, we decided to give you the definitive take on the most important. In the culture of analysis you should be creating in your organization, these three metrics should be a core part of every discussion and the touchstones that everyone from the CEO down to the new interns should be able to reference and explain. Cut out this appendix, and put it up on your office wall. Your website success ...

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