If you’re an online marketer one of the sharpest tools in your toolbox is your analytics package. Once you’ve established goals for your site, built it to perform and have begun marketing it, analytics provides the most effective means of measuring your effectiveness.
Non e-commerce web sites often measure their success based on the averages analytics tools provide. Does average page views per visit or average time spent on site sound familiar? If so, the video below is worth your time. In it web analytics professional Avinash Kaushik lectures on how averages can blind us from seeing the valuable data that can drive effective decision making.
If you enjoy this video, consider Avinash’s book Web Analytics and Hour a Day, and add his web analytics blog to your feed reader.
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