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The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns by Lori Calcott, Bart Weller

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C H A P T E R  11

Google Analytics and Actionable Data

“I often say that when you can measure what you are speaking about, and express it in numbers, you know something about it; but when you cannot measure it, when you cannot express it in numbers, your knowledge is of a meagre and unsatisfactory kind; it may be the beginning of knowledge, but you have scarcely in your thoughts advanced to the state of Science, whatever the matter may be.”

-Lord Kelvin, Electrical Units of Measurement, 1883

“It is a capital mistake to theorize before one has data.”

-Sherlock Holmes in A Scandal in Bohemia

If we were to describe the culture at Google in a single phrase, “data driven” might come to mind. “Evidence based” might be another way of saying it, ...

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