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Most businesses, especially those operating solely online, collect and analyze mountains of data on their customers (and sometimes prospective customers too). These metrics, though, in all of their detail about click-throughs, page views, and cart abandonment, can cause business owners and managers to overlook something critical - that it represents real people. Companies may spend massive time and effort pouring over email marketing statistics to determine the best ways to engage customers or increase traffic to their blog, but are they thinking about that customer’s overall relationship with the company? Are they combining the email data with the purchase history,...

Here is an all-too-common scenario we hear from new incoming clients: Six months ago you launched the newest version of your website (three months later than you originally anticipated) and had Jim your IT guy setup Google Analytics because someone said it’s a great tool to have. A few weeks later you logged in and saw a dizzying array of graphs and charts, a few numbers called ‘Bounce Rate’ and ‘Unique Visitors’ and quickly clicked out to get back to your email. I don’t blame you - I did the same exact thing for years and I run a company...