Web analytics is more of an ongoing process than just an analysis of data. The process does start with the collection and analysis of your data and competitors’ data, but even more important than the collection of the data is the second step: what you actually do with it all. Once you have your data in hand, you need to translate it into a set of actions that you will take to improve your web site. And finally, those actions must be aligned with your most important business goals: increasing sales, increasing social sharing, increasing customer engagement, or whatever the appropriate goals are for your specific business.
