Please note that index links point to page beginnings from the print edition. Locations are approximate in e-readers, and you may need to page down one or more times after clicking a link to get to the indexed material.


A/B/n testing, 211–212

Abraham, Farrah, 195

Absolute value, 190, 192–193


for goals, 32–35

with relative-value modeling, 188

subjective, 304

Achievable goals, 27


fostering culture of, 135

as unicorns’ measure of success, 121

Actionable analytics, 6

Actionable Web Analytics (Shane Atchison and Jason Burby), 6, 7, 83–84, 292–293


establishing criteria for, 53–54

microconversions, 168–169

recent, overemphasizing, 165

that are not working, 188

in touchpoint mapping, 66

Ad rates, relative ...

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