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One great thing about websites is that everything can be measured. However, if you only collect the numbers and don't actually act on them, they will be rather useless and won't generate any value. Drawing on case studies from among others Danske Bank, LEGO and Google, Peter Sejersen will explain how web analytics can be turned into a valuable resource that can drive both online activities specifically and the business overall. Peter is an analyst at J. Boye and moderates several of the community of practice groups in the J. Boye network, including groups on online marketing, social media and web technology.