Web analytics can be defined as: A process for collecting data, conducting analysis, and reporting website activity and results. Collecting the data is not the hard part as you may have already discovered. Forrester Research conducted a study in which 46% of all respondents signified that their largest obstacle to successful web analytics is figuring out how to take action from the data collected. It’s the questions after the data has been collected that haunt us: Have I captured the right information? Can I use the information? How does it add value to my company or my customer? What does this data tell me? How is this applicable to us today?