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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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Part I. The Changing Landscape of Marketing Online

As we begin our discussion of web analytics, the first part of this book will cover the broad foundation issues. To start, we need to ground our overall content in the larger marketing landscape, something that Chapter 1 should accomplish. Chapter 2 will drill down deeper into the specifics of web analytics and provide domain-specific knowledge necessary for the rest of the book.

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