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Analysing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years Red Orbit have worked with numerous clients and learned that some assumptions are proven wrong more often than not. Andraz's SearchLeeds talk explored 5 false assumptions about online traffic.