There is much data to mine. It will show you where more profits can come. The key is to push your star products. Charting a course using Web Analytics can allow you to see which areas are more productive, and let you save money. OK many people use the 95-5 rule. That is 95% of your products generate 5% of your profit and that tiny 5% star product generate the big bulk 95% of your money.
It is important to use web analytics to find ways to make your stars improve. This way you can cut out the dogs and focus on a few cash cows.
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