ClickZ: Web Analytics as a Means to an End

This was an interesting article on ClickZ.com relating to web analytics:

Web analytics has generated a lot more excitement in corporate America over the past 12 to 18 months. More people within organizations are seeing the power that understanding visitor behavior online can mean to their business.

People have been getting excited about Web analytics for a while, but instead of just one or two data-heavy people within an organization getting excited, marketers are now getting on the bandwagon. Directors, VPs, and executive also getting excited. This is great, because these are the people you must have on your side to overcome common issues and who can drive change through the data.

All this enthusiasm, though, might make some people think of analytics as the be all, end all. And that risks missing the point of analytics: improving your business. Analytics is simply a means to an end. It doesn’t provide all the answers; just understanding visitor behavior won’t make your company perform better online.

Read more about this article and how to better direct web analytics in your organization >>

By Ken Yeung

Ken Yeung is a journalist fascinated with the stories of the tech industry and internet culture. He's currently the Technology Editor at Flipboard, where he observes what's happening in the space while also identifying new topics of interest. In addition, he co-hosts the weekly internet show "The Created Economy," which focuses on what's happening to creators and influencers. Previously, he was a reporter for VentureBeat and The Next Web, covering tech startups, the industry's innovations and funding. Ken also has a newsletter you should also subscribe to called "Filed."