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Web Analytics: An Hour a Day by Avinash Kaushik

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Chapter 5. Web Analytics Fundamentals

After you have put the right strategy in place for people and the organization, your web analytics program will address data capture, tool selection, data quality (sadly, you can't escape this one), implementation, and metrics selection. Often many of these choices are all rolled into one. You pick a tool, for example, and the rest go with that (how you collect data, where it is stored, how good it is, what metrics you can report on, and so forth).

There is a ton of inherent complexity on the Web. This complexity results in challenges in collecting data and having confidence in its ability to provide insights. Customer use complexity relates to what data to use and where and how to use it. Organizational complexity ...

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