Introduction

I have a simple, if lofty, goal with this book: to change how the world makes decisions when it comes to online.

For far too long our online efforts have accurately been classified as faith-based initiatives. And why not? That's exactly how we made decisions for our offline efforts, and when we moved online, we duplicated those practices. But online, in the glorious beautiful world of the Web, we do not have to rely on faith.

We live in the most data-rich environment on the planet—an environment where numbers, data, math, and analysis should be the foundation of our decisions. We can use data to determine how to market effectively, how to truly connect with our audiences, how to improve the customer experience on our sites, how to invest ...

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