In an era where over $3.7 trillion of business is done online, Web analytics provides IT and marketing managers with the vital ability to understand consumer behavior, including where people come from, what they do on a company's Web site, and what factors influence them to buy/leave. A savvy decision-maker, coupled with the right Web analytics software, can capitalize on this business intelligence to further the strategic objectives of the firm.

Choosing an analytics vendor requires an honest, introspective look at the capabilities and needs of the enterprise. Instead of choosing the most expansive – and likely most expensive – vendor, choose one with the functions that have the greatest positive impact on the business.