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Search Analytics for Your Site by Louis Rosenfeld

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Chapter 6. Audience Analysis

Many people who are new to analytics—or who have managed to avoid it so far—are concerned that they’ll be overwhelmed by the volume of data they’ll be dealing with. That’s a fair concern, especially if one is used to dealing with the far more manageable volume of data generated from, say, a 10-person user study. That’s why I’ve encouraged you to begin your foray in SSA with a laser focus on the short head. It’s a very manageable amount of data, and thanks to the Zipf Distribution, it goes a long way.

But there’s another way to make the overwhelming, well...whelming: break your data into smaller segments based on ...

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