Statistics don't lie. That's the standard line, anyhow. Unfortunately your web analytics data has been lying to you for years and you never even knew it. No more. In this video, Avinash Kaushik explains why four common measurement strategies can be misleading and how to properly interpret them to produce useful insights from your data. Beware, after watching this video you may wish to go back to the days of blissful ignorance when your analytics reports were full of sweet little lies and your boss loved it.

Analytics Workshop: July 24, 2009

Length: 56 min.

You will learn:

• How averages lie and how to discover the real meaning behind your data
• Why you want to look for statistical significance when analyzing percentages
• Why you can use goals for much more than ecommerce
• How compound metrics hide the true performance of your
  website
• How to setup goals in Google Analytics
• Why you should not participate in Social media if you are
  not tracking analytics data
• Where to get data about your search rankings
• Why you should not obsess about your search rankings
• How to track the success of your Twitter use
• Why you should need to track no more than three metrics
• Why there isn't much worth tracking on Facebook

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