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Another great post by Karl:

Ready for a shocker? No, not that kind of shocker you pervert (Greg). The shocker that I'm referring to is the one that leads a person to disbelief and is usually attributed to hearing or discovering something that is completely unexpected. Ready? Alright, brace yourself. Chances are... the website analytics that you've come to know and love - you know, the one tool that you count on most to help with making those very tough marketing decisions - is probably faulty, or at least in some way miscuing it's numbers. Scary thought, isn't it.
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