Chapter 4

Change Your Analytics

Measuring With Meaning

Rest assured: “analytics” isn’t nearly as boring or dry as it sounds at first. In this chapter, I hope to take the glaze off your eyes when it comes to “analysis,” which is really just so much fancy talk for gaining some insight from the information you’ve gathered. To succeed, it’s best to keep things simple, but smart.

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A (Very) Brief History of “Analytics”

In the early days of the web (read: the olden days of the 1990s), the terms “analytics” and “testing” were unheard of. Only techies with specialized knowledge would bother combing through a web server’s log files in order to obtain baseline ...

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