ClickZ New York 2014 - Last Trends
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The document discusses web analytics and key performance indicators (KPIs). It emphasizes measuring beyond just page views to understand user behavior like video playback, map interactions, and micro-conversions. Four rules are outlined for effective KPIs: they should be simple, pertinent to objectives, delivered timely, and instantly qualifiable. The data collected can be analyzed to understand user segments and why some visitors don't convert. Methods like surveys, A/B testing, and attribution modeling are proposed to gain more insights.
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