Web Analytics Step 1

Some friends over at Amplify are expanding their service offering and asked me to write a piece on using web analytics for their blog. Here's an abstract:

Building a Web Analytics Strategy
This situation can be avoided, and the first step is to step away from your website analytics tool. Instead, sit down with yourself and the other business decision makers and decide what information is key for you to make a good decision. The services of an analytics consultant can be very helpful in facilitating this conversation. Some people will need the same information, some people will need completely different information, and some people will need similar but not quite the same information...Once you know what the key pieces of information are that you need to make well informed decisions, your analytics consultant can take those generic analytics reports and turn them into very valuable, actionable chunks of information.

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