You can use your book or notes
1. Distinguish between Web Analytics 1.0 and Web Analytics 2.0, as proposed by Kaushik in Web Analytics 2.0. Describe what you think Web Analytics 3.0 will entail. (20 points)
2. In Chapter 3, Kaushik describes “8 critical web metrics.” Do you agree with his list? What would your list of critical web metrics entail, and why? Discuss. (20 points) ( From the E-book )
3. On photo below, is some output from Google analytics. From it, what insights would you provide to (a) the CMO and (2) a senior strategist. How do they differ, and why? (20 points)
http://www.webanalyticsworld.net/wp-content/uploads/blogger/6-user-defined.gif
4. The issue of attribution weighs heavily on digital marketers. Why is attribution so important? Why is it so troublesome? What are your thoughts on how to address the issue? (10 points)
5. What is the single most important topic we covered in class (or which has the most impact for you personally)? How has your insight on this topic changed or improved? (10 points) ( Pick any topic you like form the e-book )
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