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Web Analytics: An Hour a Day by Avinash Kaushik

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Chapter 15. Creating a Data-Driven Culture—Practical Steps and Best Practices

This last chapter covers one of the greatest challenges that any successful analytics program has to overcome: creating a deeply entrenched company culture that thrives on making decisions based on data rather than on human feelings.

This is a particularly hard challenge to overcome on the Web because we have so many data sources, each containing fairly complex data. These sources usually do not reconcile with one another, and the data can be ambiguous. Humans are born and bred to expect certainty, and increasingly to expect that certainty quickly without much hard work. We are used to reporting and much less tuned to analysis. Yet it is possible to create a culture that ...

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