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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 5. Preparing to Be Data-Driven

In this chapter, we’ll outline the methodology we’ve developed over the years at ZAAZ. Obviously, all web organizations are different, so you shouldn’t look at this plan as a straitjacket but as a basic roadmap for using data. For the record, we’ve deployed it at more than 50 Fortune 500 companies, and none of them have complained too loudly.

Chapter Contents

Web Analytics Methodology

In order to succeed at web analytics, you need a comprehensive and well-defined methodology for using data. The good news is that the plan doesn’t need to be complex. It merely needs to provide a blueprint for collecting information and putting it to work to achieve tangible business ...

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