INDEX

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

A/B/n testing, 211–212

Abraham, Farrah, 195

Absolute value, 190, 192–193

Accountability:

for goals, 32–35

with relative-value modeling, 188

subjective, 304

Achievable goals, 27

Achievement:

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

Activities:

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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