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The Right (And Wrong) Way To Read An Analytics Report

Too many marketers are reading their site's analytics reports as a series of facts that don't fit into any larger narrative, writes Melissa Burdon. But unless you're seeing the story they're trying to tell you, your reports are meaningless.

In order to see the full story, marketers need to think like news editors, she says. Your reports should be "breaking news," not simply reporting facts. Become an investigative reporter, and learn the full story from your reports. There is a larger story waiting to be told if you just know how to read it.

Read the whole story at Future Now »

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