Chapter 2. On the Road to Actionland

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“Never confuse motion with action.”

–Benjamin Franklin

Every company wants to be in Actionland. It’s the promised land of analytics, and it has all the coolest rides. In Actionland, you’re regularly optimizing your business and driving real value. It’s where the successful analytics professionals like to spend most of their time. When you originally decided to invest in web analytics, Actionland was the vision of where your company would be spending most of its time. Getting to Actionland, however, takes some planning and hard work; first you have to go through Setupland.

Just like you need to go through the ...

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