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Conclusion: Web analytic tools are so pervasive and widely used it hardly seems necessary to consider their capabilities and implementation. Yet businesses and other organisations may under-use, their Web analytics software. In which case they are not obtaining the value they expected.

The evidence from both measured and anecdotal sources is that organisations that achieve the greatest gains through Web analytics have used a process to select the right tool for their needs, then integrated it well, and trained their staff to use the system to segment visitors, understand their engagement, and quantify the effectiveness of the website.

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