Don't Be a Slave to the Web Stats
http://www.egmstrategy.com/ice/direct_link.cfm?bid=19A281B7-921A-1339-8E0CCD26500862B4

Improving Customer Experience
2006

Abstract:

Web stats are a tool and you need to know how to you that tool. Otherwise, you aren't accomplishing anything. At the very simplest level, your web stats should help you to figure out this overused business truism: 'Do more of what works. Do less of what doesn't.' But if you really want to derive value, you need to delve deeper. You need to understand what the numbers are telling you.