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1. 1. Data driven marketing : How to gain relevant insights through Google Analytics

   Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Författare :Jenny Carlsson Ståbi; [2019]
   Nyckelord :Marketing analytics; Web analytics; Google Analytics; Analysis; Measurement; Data driven; Effects; Insights;

   Sammanfattning : In this report, problems regarding the retrieving, measuring, and analysis of data when analysing marketing effects in the web analytics tool Google Analytics will be discussed. A correct setup, configuration, maintenance, campaign tracking and the understanding of the data in Google Analytics is essential to be able to achieve relevant insights. LÄS MER