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The presentation is from a keynote speech at the Online Retail Summit in May 2013 combining lean analytics with google analytics attribution to better understand the online marketing mix and to learn from a scientific approach. The presentation plus further readings and excel examples can also be downloaded from www.mobile-future.com.au. Bjorn Behrendt is a serial entrepreneur and co-founder of hiogi, StyleTread and ParcelPush. He lives with his family in Sydney, Australia.