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Part II: Utilizing an Enterprise Web Ana... > Customizing Report Results

Chapter 7. Customizing Report Results

By now I am sure you appreciate the fact that most reports provided out of the box will not help you answer your unique business questions, at least not without some level of customization. In addition to customizing the reports, it is also important that you move beyond the general dataset and group of averages, as they are unlikely to give you true insight. For true insight you are almost forced to segment your data. Think of segments as a subgroup of people sharing the same characteristics. As my good friend Avinash would say, it is a sin against humanity to look at unsegmented data.

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