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Couple this with technologies that are incompatible with each other, “Experts” who preach analytics without wide practical experience, analysts who are learning on the job, a lack of data standards or governance & vendors who don’t don’t take the time to understand how you use their tools, and it all becomes a real mess.
Government agencies. A government agency could exist to provide accurate information to individuals trying to find voting locations or their local DMV. The clickthrough itself wasn’t that valuable of a metric in terms of conversions, but in terms of insights into what the user valued, it was extremely useful. Nonprofits.
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