Webstie analytics tools, like Omniture (the tool we use) and Google Analytics (a free tool), are meant to help companies look at their website traffic and analyze the data in order to make good business decisions about marketing and website usability / design.
Website analytics software can tell you things like:
How many visitors you get (unique visitors, repeat visitors)
Who your visitors are (what country, what state)
Where your visitors come from (search engines, other websites, email)
What they do when they get to your site (pages they click, where they exit)
If they perform the desired ‘call to action’ (buy, fill out a form, sign up)
I recently worked with two very large Fortune 500 clients (we still love small business customers too) who had over $5 million each invested in website analytics technology that did not work. Their IT guy made excuses and blamed it on his predecessors. The software vendor blamed it on the hardware configuration and the old IT guy. My thought was “Hey, who gives a damn. Someone give me the $5 million back right now.”
If I paid someone $5 million, I assure you the damn thing better work, or I would be getting my money back. By the way, if you want to give me $5 million and get nothing in return, I could write this blog from the beach instead of my office! Sometimes big companies amaze me!