Have you ever wondered what people do when they visit your online properties? Is it what you want or expect them to do; or are they aimlessly wandering around and not finding what they came in looking? Are your potential customers abandoning your site just seconds after their arrival? You can stare for hours at a mountain of numbers, but how can you really zoom in on the few key metrics that really affect the bottom line?

If you are puzzled because you don’t know what visitors are doing, or why, then how can you ever create a decent strategy to offer your visitors a better experience on your website?

The means of engaging users is unique to each website. If you really want to gain success, your website should be built from the audience back; and although this certainly doesn't imply giving your audience complete control over the navigation and reigns of your website – through tailored construction you can definitely create a perceived control that should always increase sales/conversions/page views.

For analytics to be actionable means that "there is something to act on and reasons to take those actions". The Web is the most interactive and measurable medium ever created, but realising its full value requires significant effort and a clear strategy.

Building online properties is the easy part, measuring your success is a lot more difficult, and taking action based on what you measure is even harder.

Half of most online investments is being wasted - the trick is to understand which half.

There was a catch phrase in the early '90s: D2I, or data to information.

It stressed that data in itself was not very valuable unless it was converted into information. It represented the very wise thought that we should not simply stop at the implementation of analytics tools but strive to put extra effort into converting that data into information that is useful for decision making.