In web analytics, the barrier to adoption of data and actionability is a lack of understanding and contextualization of raw data that even good dashboards do not always defeat. Well made information graphics can focus the viewer on a single, salient point and by "summing up" the data in an expressive graphic form, can often enough penetrate the confusion caused by "data noise" in order to help marketers or business leaders make real decisions based on what the data now clearly tells them.

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