There is a long standing misconception regarding the value of "insight" coming from traffic analytics.
There is no shortage of companies getting megabytes of data points per person, yet they don't seem to be getting terribly ahead of ones who don't.
The a/b testing cult is a prime example. I knew companies who "optimised their websites to death" blindly following the deemed "signal." I knew of a guy who ran Borland's internet marketing and a lot of stories from him how hundred thousands in ad spend were ending up bidden on common sense defying keyword combinations.
There is no shortage of companies getting megabytes of data points per person, yet they don't seem to be getting terribly ahead of ones who don't.
The a/b testing cult is a prime example. I knew companies who "optimised their websites to death" blindly following the deemed "signal." I knew of a guy who ran Borland's internet marketing and a lot of stories from him how hundred thousands in ad spend were ending up bidden on common sense defying keyword combinations.