Chapter 7. Analysis in Action

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“Knowledge is of no value unless you put it into practice.”

–Anton Chekhov

Each action hero is a master of his or her unique domain. While the movie action hero’s areas of expertise span everything from archaeology to forensics to espionage, your domain is the Internet. Although the field of web analytics established its roots with measuring traditional web-related content (websites, banner ad campaigns), it now encompasses the measurement of everything from mobile apps to Internet-connected devices (including your refrigerator). Increasingly you’re seeing more offline data tied to online data as well as more quantitative ...

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