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The End of Web Analysts
Looking at the numbers must be an all-hands, all-departments effort, not a task for specialists

BtoB Magazine
Charles Wiedenhoft

As an avid Internet marketer, I continue to be amazed by the occurrence of discussions that focus more on how to boost Web analytic capabilities and less on figuring out what those numbers mean or, even worse, how to profit from them. Anyone charged with creating and executing online marketing campaigns can't do so effectively without understanding what their audiences seek and how best to communicate and deliver that information to produce desired responses. In short, analyzing user behavior is an all-hands effort.
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