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Yahoo!® Web Analytics: Tracking, Reporting, and Analyzing for Data-Driven Insights by Dennis R. Mortensen

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Chapter 1. Getting Started

True competitive advantage in web marketing comes from collecting the right data, but also, and no less important, configuring your web analytics tool in such a way that you get an opportunity to derive insight from the data. In this chapter you will learn how to install Yahoo! Web Analytics and manage projects. You will see examples of data collection grouping such as vertical and horizontal segmentation. Finally, you will learn what a tracking script is and how its data collection flexibility opens opportunities for reporting and analysis.

Chapter Contents

Competing on Analytics

Preinstallation Steps

Basic Installation

Data Collection Grouping

Adding and Managing Projects

Tracking Script Customization

Competing on Analytics ...

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