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In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
We talk a lot about evaluating the value of things in analytics: which traffic sources are more valuable, which keywords are more valuable, and so on. We also talk about the value of finding actionable insights. As an analogy, we can think about the value of an acre of land. Now when compared to big cities or oceanfront property, an acre of this desolate patch of land in West Texas may not be valuable, relatively speaking, unless we find a treasure buried deep below it. Now in this case we're talking about the buried treasure of oil. In our web sites we talk about those valuable insights buried deep our data.
In both cases there is value there, but it's not enough that it merely exists; we need to get it into the hands of someone who can actually do something with it so we can reap the rewards of uncovering it. In the case of oil, it's getting it to retailers who can turn it into cash. In the case of our analytics insights, it's getting that information distributed and in use within our organization. Collecting the data is obviously important, and uncovering insights is even better, but we need to complete the entire cycle to really take it to the next level. Actionable analytics is the goal. In order to take action, we need to get it out of the database and into the hands of the decision makers.
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