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Web Analytics is a must read because it learns you how to view analytics the right way.
One of the hardest part when first diving into analytics is figuring out how to focus on the right data - the data that tells you what is happening with your site.
One of the first questions Avinash gets you to focus on is: "What's the purpose of your web site?" Your analytics strategy should be very much aligned with the answer to this question.
With this attitude towards the data, we can "infer the intent" of the user - ultimately, inferring is the best you can do with this type of data. Inferences are important, as they will inform strategy. If the strategy is then met… Read more