Chapter 1. The Bold New World of Web Analytics 2.0

For years it has been clear that web analytics holds the promise to truly revolutionize how business is done on the Web. And why not? You can track every click of every person on your site. How can that not be actionable? Unfortunately, the revolution has not quite panned out. The root cause is that analysts and marketers have taken a very limited view of data on the Web and have restricted it just to clickstream data. In this chapter, I make the case for why you need to drastically rethink what it means to use data on the Web. The Web Analytics 2.0 strategy adapts to the evolution of the Web and dramatically expands the types of data available to help you achieve your strategic business objectives ...

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