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Adobe® Analytics with SiteCatalyst® Classroom in a Book® by Vidya Subramanian, David A. Schweidel

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Foreword

Adobe Analytics with SiteCatalyst Classroom in a Book offers a comprehensive yet accessible walk through the essentials of analyzing and interpreting the wealth of data generated by web visitors. Vidya Subramanian guides readers through the key stages of the purchase process, from customer acquisition and engagement through conversion and retention. At each stage, she provides examples of the metrics that organizations can use to assess their performance along different dimensions and inform decisions to help achieve their goals.

Online data is essential for a wide range of sectors, from retail stores and service providers to nonprofits and universities. How are customers acquired? What attracts them to a website? What are the key drivers ...

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