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 The channels through which customers find products and services are becoming increasingly hybrid. Each interaction that a customer has with brands and products to make the purchase decision is growing progressively complex.

The new combination of social media, search engines and crowd-sourced local business review sites oust and destroy old structures of customer interaction and traditional communication models.

 Building a website is nothing more than thousands of little decisions wrapped up into a hypothesis of what you think will perform well. The problem is that this process produces poor results when validation of hypothesis by means of analytics is ignored.