I've been rereading some old Michael Lewis books recently: Liar's Poker, on his stint with Salomon Brothers (highly recommended), and The New New Thing, on Jim Clark and Healtheon (recommended). But the Lewis book that really made me sit up straight and lunge for the highlighter was Moneyball, Lewis' book about Billy Beane and Oakland A's. Even if you have no interest in baseball, if you do have any interest in web analytics and how website convert, check out Moneyball chapters 4, 9, 10, and 12. Web analytics today is like baseball statistics before Bill James and Billy Beane: too many online retailers are fixated on counting the wrong events, and miss significant opportunities as a result.
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