Over the past few months, I've encountered more and more companies putting too much emphasis on technology to solve Web analytics problems. Don't get me wrong, technology is important in many aspects of the Web including analytics. But many people are struggling to realize: technology is not what keeps most companies from Web analytics success.

There are a number of great tools that will help you track visitors and get data on what they're doing and thinking. Yes, these tools must be set up and maintained correctly. At the same time, that's just the beginning. Some basics must be in place to put the data to work and change your business.

That's the power in Web analytics: taking the insight and acting on it. Too often people...