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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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Chapter 4. Avoiding Stumbling Points

Sometimes things go wrong. In web analytics, “going wrong” often means just going halfway. Many companies have made significant investments in web analytics tools and processes over the years, but they never get the full value of that investment. There may be lots of reports floating around the office that say “web analytics” on the cover, but they may be missing the point. This chapter will help you determine if you need an intervention and, if so, how to recover successfully.

Chapter Contents

Do You Need an Analytics Intervention?

In recent years, companies have spent hundreds of millions of dollars on web-analytics tools, software, ...

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