Successful analysis is not about understanding every bit of data in isolation, but instead using data to understand the big picture.

The goal is not to collect data, but rather to develop insights.

Data without context is meaningless, no matter how impressive it may seem.

A marketer who is skilled in the art of understanding data is one who can make truly customer-centered decisions.

The aim is to turn data into information, and information into insight

Become a practitioner of data: Gather, analyze, visualize, present, decide.

Every company's success hinges upon its ability to understand and respond to its data.

Web analytics is a journey, and any journey begins with a first step.

Collect your data wisely, don't just hoard it.

Data is the voice of the user, while intuition is the voice of expertise. Listen to both.

Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity