Marketing and social media web analytics sit at a rare and productive crossroads: the creative, persuasive work of marketing meeting the rigorous, evidence-based discipline of data analysis, and the simple question of what happened meeting the far more valuable question of why it happened and what to do next. This book was written to give readers, whether they come from a marketing background, a technical background, or simply a curious general interest, a comprehensive and accessible tour of this rapidly evolving field.