The continuing theme in the above reasons why some marketers seem to hate web analytics is inertia. Many companies suffer from complacency — folks not wanting to make a fuss, not wanting to get at the real root of things. (I have heard web analytics called “the smoking gun” that you can bring to either creative, editorial, or IT depending on the measurement.) This reveals the real strength — and weakness — of web analytics in general. Here is the link.
