You will learn:

• Why you don't need perfect data for it to be actionable
• How small businesses can tie together online and offline data
• Why it is important to have the same data structure online and off
• How credit cards can be used as a primary key
• Why vanity URL's must be easy to remember
• Why a vanity URL must redirect to a page that includes tracking parameters
• Whether it's better to use directories or domains as vanity URLs
• The two ways to collect coupon code data in Google Analytics
• Why collecting coupon codes with user defined variables is essential for segmentation
• The two ways to track phone calls in your analytics tool