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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 12. Agencies

Much of our discussion so far has focused on how to define an analytics strategy and use it to drive business success. Implicit in this has been the presence of an agency to bring your strategy to life through implementation, analysis, and recommendation. Although some businesses choose to manage their web-analytics plan internally, most turn to an agency for help.

Chapter Contents

Why Use an Agency at All?

In previous chapters, we’ve discussed the skills and breadth of understanding you need in order to be successful at delivering high ROI through the effective use of web analytics. It’s unlikely you’ll be able to hire all the people you need to ...

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