“Web analytics offer quantitative insight into user behaviour. They can be used to benchmark site performance and report to management. But, because web analytics data tells what people do on a web site, analytics data should be used to inform and direct more qualitative user research methods such as focus groups or usability tests that tell us why they do what they do. More importantly, you can use the natural interest people have in web metrics to introduce the more qualitative measures into the business overall.” (Hallie Wilfert – FUMSI) – courtesy of thehotstrudel