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When e-commerce was hatched back in the '90s, it would have lived for a while without Web analytics, but not for long. It would have died a cruel death in its nest, hungrily watching as bigger, more traditional channels ate up all the nurturing dollars brought to the nest by its parent company -- except for one mutation that made e-commerce grow and thrive like a refined version of an old species. That one mutation was its amazing ability to be measured with far greater granularity than its bigger, more traditional channel siblings...
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