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Data itself can help us, but somehow, it can mislead us too if it is wrongly presentated.
Like Average order value, it is commonly used across channels, however, it is not fair to measure the average value, as it could be lifted up by particular large amount orders. In my opinion, it is somehow a bit fair, if Omniture can pass us the order value in median, one of the options, for us to better jugde the channel performance.
