Another great post from Avinash Kaushik www.Kaushik.net reminds us of the simplistic nature of most web analytic reporting. For many businesses, a cursory view of traffic is what passes for analysis. Yet, with just a little thought analytic reporting can easily provide actionable & commercial data that’s really useful for any online business.
My favourite tip is to remember to match metrics so that you add value and don’t just see them in isolation. So rather than just view a list of traffic sources, clash it with bounce rates so you can establish the value of that traffic.
Simple stuff, but nearly always overlooked. Think first, apply analytics second!