HBX Uncovered summarizes a recent discussion on the Web Analytics Discussion Group called Top 10 Reasons Why Companies Should Not Do Web Analytics .

It’s unfortunate, but the reasons they list there are all ones I’ve heard people make throughout my time using web analytics and talking to other businesses.

This is probably my favorite:

The website is so creative, we know customers will love it. Besides, isn’t it difficult to measure Flash?

I hate Flash websites. Ugh.