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Web Analytics: An Hour a Day by Avinash Kaushik

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Chapter 11. Month 6: Three Secrets Behind Making Web Analytics Actionable

There was a wonderful catch phrase in the early '90s: D2I, or data to information. It stressed that data itself was not very valuable unless it was converted into information. It represented the very wise thought that we should not simply stop at the implementation of analytics tools (any analytics tools) but strive to put extra effort into converting that data into information that is useful for decision making.

Since that time, the challenge of converting data has become exponentially more complex because we have so much more data and business online or offline has become a lot more complex as well.

Although we have gotten better over time at trying to capture an increasing ...

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