Shane Atchison is writing a series of articles at Clickz called Five Things Every CMO Must Know About Web Analytics.
Part 1 is now up, and it’s a good introduction read if you’re an executive looking to get your company into web analytics.
One key point that people miss out on when analyzing which web analytics tool they’re going to use is this:
Don’t worry about the data. Worry about the key metrics that are true performance indicators and that will fuel your team to make their next (smart) decisions.
The point is that all the good web analytics tools have more reports than most people know what to do with, and you can get lost in the data. Pick a tool that you feel comfortable working with and that has a good support staff who can help you analyze the data if you need help.
Of course, you probably won’t get that kind of support from Google Analytics, but you pay for what you get.