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Web Analytics Action Hero: Using Analysis to Gain Insight and Optimize Your Business by Brent Dykes

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Introduction

“No great marketing decisions have ever been made on quantitative data.”

–John Sculley

This astounding declaration was made by the former PepsiCo executive and Apple CEO John Sculley, the same visionary responsible for ousting Steve Jobs in 1985. While some traditional marketers might still agree with his statement, today most marketing executives recognize data-driven decisions will shape the future of marketing. With the expansion of digital marketing, web analytics is at the forefront of this data-driven transformation in marketing.

Since joining Omniture’s business consulting team in 2004, I’ve had the privilege and opportunity of working with several online leaders. I’ve seen the industry grow in size, prominence, and popularity, ...

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