The Secret of Analytics

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Maybe it's a misleading title, or maybe not. The secret of analytics is not how you gather information but what insights you glean from the information you collect. That means it depends in great part not in the software that you choose to do the gathering but the individuals you use to provide you insights into how you can make adjustments to online promotional campaigns to make them perform better.

Google's Urchin Analytics has just been made free to advertisers and publishers, dropping its $200 per month previous cost. The software can "track the results of any online marketing campaign, including banner ads, referral links, e-mail newsletters and organic and paid search," according to a statement from Google. There are literally hundreds (if not thousands) of analytics providers on the Web and we encourage you to look around before settling on one. If you're concerned about giving access to the very same enterprise that is sending you traffic, rest assured that you are not alone.

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