Web Analytics Is Out, Web Analysis Is In

This was a paragraph from a clickZ article written by Shane Atchison from ZAAZ. I just really liked and believe what it said.

Web Analytics Is Out, Web Analysis Is In

It's a subtle, but important, terminology change.

"Analytics" is the technology or tool that produces reports that contain data. "Analysis" is the process or action that reveals answers to how well your Web marketing initiatives are performing and identifies where and how to improve them.

Why the terminology lesson? The Web analytics market is maturing into a services-driven business, where support, consulting, and expertise (a.k.a. Web analysis services) are the more valuable assets savvy marketing executives are now investing in to help solve the measurement dilemma that haunts their teams.

Simply put, it's not about the tools anymore. It's about how you use the tools to analyze, and ultimately optimize, your results that really matters. This, too, is a point industry leaders all agree upon. Just ask them.