When You Need More Than Clickstream Data
October 1, 2005

“Data, data everywhere” could be the cry of the merchant who selects a Web Analytics solution without understanding the commitment it requires from technical, marketing, merchandising and other staff. The same lament might come from selecting a solution that’s not optimized for e-commerce or for a user’s special needs related to Web site optimization. In the long run, it’s better to have realistic expectations of what you want to use a Web Analytics solution for. Like many companies, Gardener’s Supply tried several Web Analytics solutions before settling on its current application: Omniture. But the merchant’s experience taught it to be realistic about how