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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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Foreword

Half of your web marketing investment is being wasted—you just don’t know which half.

Marketers will point back to the turn of the century as the before-and-after divide. Before the new millennium arrived, advertising and marketing was more art than science, more guess than test, and more imagination than information.

Then came the Age of Accountability. Sarbanes/Oxley ushered in the defense against Enron, and the CMO was put on the hot seat along with the rest to prove the value of their investment. Expectations ran high, with talk of websites being the ultimate marketing measurement machines.

Those involved with postal mail understood the direct response characteristics immediately. But the rest of the advertising and marketing departments ...

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