Chapter 4. Prioritize for Impact

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“Chaos is a friend of mine.”

–Bob Dylan

Chaos is probably your best friend—maybe even your BFF. You live in the eye of a fast-moving, turbulent storm that engulfs your company’s online properties and initiatives. The breakneck speed of the ever-evolving digital world along with the large number of variables involved keeps web analysts and data-driven marketers in constant motion. Navigating the technology and data can be overwhelming in itself; throw in multiple stakeholders and end users from various business, technical, and creative disciplines, however, and the chaos ratchets to ability-stretching heights. To ...

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