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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 9. Analyzing Site Performance

After covering many of the fundamentals of web analytics in earlier chapters, we’ll now turn to some of the mechanics of analyzing the site itself. An important distinction we’ll make is between reporting and analyzing behavior. The focus of this chapter will be getting into the details and seeing what they can tell you about a site.

Chapter Contents

Analysis vs. Reporting

There’s a good reason we call it web analytics, and not web reporting. As we’ve noted before, companies traditionally view data as a previous month’s scorecard. They use it to gauge how a site ...

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