Click the Study Aids tab at the bottom of the book to access your Study Aids (usually practice quizzes and flash cards).
Study Pass is our latest digital product that lets you take notes, highlight important sections of the text using different colors, create "tags" or labels to filter your notes and highlights, and print so you can study offline. Study Pass also includes interactive study aids, such as flash cards and quizzes.
Highlighting and Taking Notes:
If you've purchased the All Access Pass or Study Pass, in the online reader, click and drag your mouse to highlight text. When you do a small button appears – simply click on it! From there, you can select a highlight color, add notes, add tags, or any combination.
If you've purchased the All Access Pass, you can print each chapter by clicking on the Downloads tab. If you have Study Pass, click on the print icon within Study View to print out your notes and highlighted sections.
To search, use the text box at the bottom of the book. Click a search result to be taken to that chapter or section of the book (note you may need to scroll down to get to the result).
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To a marketer, the Internet offers more than new avenues of creativity. By its very nature, the Internet allows you to track each click to your site and through your site. It takes the guesswork out of pinpointing the successful elements of a campaign and can show you very quickly what’s not working. It all comes down to knowing where to look, knowing what to look for, and knowing what to do with the information you find.
Testing, analyzing, and optimizing are not new to marketing. Being able to gauge the success of any campaign is crucial to growth.
Early Web analytics packages came to the fore in the mid-1990s, a couple of years after the first Mosaic browser was launched. Early analysis reflected the nature of the early Web, focusing only on hits with some very basic click-stream analysis. With one-page Web sites being the norm, it was enough to know how many clicks came to the Web site. Traffic meant you were doing well. You can still see hit counters on some Web sites today. These Web sites usually look as sophisticated as this tool.
However, as Web sites became more complex, and as more people had access to the Internet, better analysis became more important. Measuring hits was, and is, not enough. In fact, measuring hits is a fairly meaningless task. Web analytics split into two types of tools: page tags and log files. Both continue to become more sophisticated, capturing information about visitors to a Web site, and recording detailed information related to their time on the site. There are several log-file analysis tools that cost nothing to use. Sophisticated page-tag Web analytics became available for free when Google bought Urchin in March 2005 and launched Google Analytics as a free service. Are you wondering what the difference is between page tagging and log-file analysis? Don’t worry, it’s coming!