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Web analytics users are often asked to answer the wrong questions about website performance, focusing on the “what” ('traffic' and 'hits'), rather than “why” and “how”. To gain valuable ...

Web analytics users are often asked to answer the wrong questions about website performance, focusing on the “what” ('traffic' and 'hits'), rather than “why” and “how”. To gain valuable analytics insight we need to ask the right questions before seeking answers. To accomplish this, a strategy is needed to establish objectives and measurement goals. In this session, web professionals will learn how to define meaningful analytics questions, educate stakeholders about relevant metrics, and use gained insights to make positive, actionable and sustainable changes.
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