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The growth and rampant adoption of web analytics to measure online conversion and therefore justify the marketing spend is sufficient for pure plays like eBay and Amazon. However, multi channel business are only able to get a myopic view by tracking online conversion and miss out on the holistic picture. A study conducted by comScore revealed that 63% of the online visitors converted offline and thus knowing the full impact of the web channel on offline sales gained precedence. | ||||||||
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(September 9th) (
