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Complete B2B Online Marketing by Lauren Vaccarello, Maura Ginty, William Leake

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Chapter 7

Optimizing with Metrics

In my world, all data follows a clear methodology: data predicts customer wants and needs, and data spells out wins, missteps, and corrections. And my execs can easily glean their next moves from three simple, color-coded charts. All metrics lead to the same conclusion.

Once I wipe away the tears of ironic laugher after reading that paragraph, I open up my dozens of Excel charts and PowerPoint tables, and I return to the dreary work of trying to make the numbers tell a soothing, believable story.

But there is no such story. While web analytics is a hot topic, the numbers won’t take away your responsibility to make a choice. You must be informed by data to make decisions. But data can be manipulated.

Chapter ...

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