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21 December 2011


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guess nobody's perfect: analytics professionals need to have a sense of integrity as they search for answers for their clients' businesses. after all, their results could lead to misspent dollars - or worse, lives and jobs of people.

Analytics professionals need to understand the responsibility that rests on their

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People still ask for page views and hits and conversion rates and path analysis. We still have mindsets from the old world like overestimating the value of historical data (in a industry that is changing so fast, where you are probably turning things over very few months, is it really relevant what the path was last year or can we really compare time on site from three months ago to what it is now? not really). This is just one example.

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