Chapter 1

Delving into Data

IN THIS CHAPTER

check Understanding the difference between monitoring and measuring

check Setting up your measurement plan

check Selecting analytics packages that meet your marketing objectives

check Learning to use Google Analytics

check Discovering Google Social Analytics

Web analytics is the practice of analyzing performance and business statistics for a website, social media marketing, and other online marketing efforts to better understand user behavior and improve results. Some might call web analytics more art than science; to others, it’s black magic.

The amount of data that can be acquired from online marketing efforts vastly exceeds the amount available using traditional offline methods. That statement alone makes online marketing, including social media, an attractive form of public relations and advertising.

In the best of all possible worlds, the results of your marketing efforts should appear as increased profits — in other words, as an improved bottom line with a nice ...

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