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

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Chapter 10. Distinctive Reports and Usage

Some reports are unique in that they cannot be re-created by the Custom Report Wizard. Examples of such reports include those that allow you to analyze paths, funnels, and merchandising cross-sells. This chapter delves into specific out-of-the-box reports that Yahoo! has to offer. You will learn how to use them as well as bend them.

Chapter Contents
Understanding Path Analysis
Using Scenarios for Funnel Analysis
Merchandising Reports
Using Campaign Reports
Using Internal Search Reports

Understanding Path Analysis

Path analysis allows you to identify the most popular paths your visitors pursue through your website, mapped out in a hierarchical tree structure. You can expand the branches of this tree to follow your ...

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