Savvy marketers no longer talk about "Web Analytics," but rather concentrate on "Web Analysis." "Semantics," you say. Well, yes, but it is a subtle and important change in terminology.
"Analytics" refers to a technology or tool to produce reports. "Analysis" reveals answers to how well your Web marketing initiatives are performing and identifies where and how to improve them. The examination of Web traffic is maturing into a services-driven business — the technology ("analytics") is not the issue any more, rather the support, consulting, and expertise ("analysis") are the more valuable assets.
Net, net it’s not about the tools anymore. It’s about how you use the tools to analyze and optimize your on-line marketing programs that really matters.