1. [1] Kaushik, A. (2010): Kill Useless Web Metrics: Apply The „Three Layers of So What“ Test.
http://www.kaushik.net/avinash/kill-useless-web-metrics-apply-so-what-test/
2. [2] Kaushik, A. (2009): Web Analytics 2.0. The Art of Online Accountability and Science of Customer Centricity.