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 >>