Top Highlights

• Most companies use tools from Google Analytics, Omniture Site Catalyst, Webtrends, Clicktracks, or Xiti to understand what’s happening on their websites.
• I believe that most websites suck because HiPPOs create them. HiPPO is an acronym for the “Highest Paid Person’s Opinion.”
• This is another principle I’ll repeat frequently in the book: segmentation is the key to finding insights. You segment, or you die.
• life is about taking action, and if your work is not driving action, you need to stop and reboot.
• How Idiots Track Success.