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The role of maths and statistics in the world of web analytics is not clear to many marketers. Not many talk or write about the usage of statistics and data sci

Statistical methods are a key part of of data science, yet very few data scientists have any formal statistics training. Courses and books on basic statistics r

Attribution modelling is the process of understanding and assigning conversion credit to marketing channels. The primary objective of attribution modelling is t

Attribution modelling is the process of understanding the customer purchasing journey and determining the most effective marketing channels / campaigns for inve

Performing your first Web site analysis just got a whole lot easier. Web Analytics For Dummies offers everything you need to know to nail down and pump up the R