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

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Chapter 4. Merchandising Tracking and Reporting

Tracking and Reporting on Merchandising allows you to extend beyond the standard focus on content and pages. Unless you are in media and want to monetize your inventory, the pages on your site are little more than a means to more sales. Merchandising is not exclusive to physical products; it can include virtual products, such as downloads or bookings. Remember that reporting on merchandising is not just about the sale; it's also about the ability to use any interaction with your products and services as the backbone of your reporting. For example, you can see what product interest certain campaigns generate or if users arriving from highly qualified search phrases are served the right content and ...

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